MDP+, a South Korea-based beauty company majority-owned by Morgan Stanley Private Equity Asia, has announced the appointment of Jason Wi as its new Chief Executive Officer according to a PR Newswire report.

Under Wi's leadership, the company has launched a comprehensive restructuring of its global operations, aimed at building a resilient and scalable operating model to support sustained international growth. Wi brings an extensive background in strategic consulting and investment, having served at McKinsey & Company and SoftBank Ventures Asia.

His career is marked by a proven track record in scaling high-growth platform companies and leading the overseas expansion of various K-culture ventures. MDP+ intends to leverage Wi's deep expertise and global network to accelerate its transition into a dominant player in the global beauty market.

As part of its refined strategy, MDP+ is shifting its international focus from a traditional, export-heavy model toward a localised, partnership-driven approach. This transition is designed to create a more structured and agile operating system. Simultaneously, the company will reinforce its core identity as an efficacy-focused derma beauty brand, ensuring it remains competitive in sophisticated international markets.

Wi plans to integrate AI and data-driven operational methodologies into MDP+'s core business. Key initiatives will include optimising supply chain management and enhancing customer engagement to drive long-term operational efficiency.

Jason Wi stated that sustainable success for K-beauty brands depends on two critical pillars. "The sustainable success of K-beauty brands on the global stage depends on two critical pillars: a distinctive brand heritage and an institutionalised operating system that can sustain it. We will focus on strengthening strategic global alliances whilst elevating our internal standards to transform MDP+ into a world-class, trusted beauty platform," he said.

View the complete article on MDP+'s Chief Executive Officer appointment.