Medipiel

What Medipiel does

Medipiel is a Colombian multi-channel beauty and dermatological product retailer founded in 2003 and headquartered in Medellín, with an employee base of 101–250. The company sells skincare, haircare, makeup, fragrances, body care, maternity and baby products, men's grooming, supplements, and pharmaceuticals to individual consumers through a distribution network that combines physical retail stores across Colombian cities, an e-commerce site at medipiel.com.co built on the VTEX commerce platform, a WhatsApp sales line, and a call center operating seven days a week. Free same-day and 24-hour delivery is offered for orders placed in major Colombian cities, and the catalog includes over 178 listed SKUs across more than 200 brand partners.

The product assortment is anchored by major international dermatological brands — La Roche-Posay, CeraVe, Bioderma, Eucerin, Vichy, Avène, Isdin, and Sesderma — and a growing Korean beauty portfolio that includes COSRX, Beauty of Joseon, MEDIPEEL, ANUA, Dr. Althea, Numbuzin, SKIN1004, Haruharu Wonder, and Round Lab. Categories are merchandized both by function (skincare, sun protection, haircare, makeup, fragrances, body care, medications) and by use-case attributes such as skin type and active ingredient (hyaluronic acid, retinol, vitamin C, niacinamide, salicylic acid, glycolic acid). Beyond retail, Medipiel operates Dermoanálisis, a facial skin analysis service, and Centros de Bienestar, in-person wellness and treatment centers that extend the model into services.

Revenue is generated through direct-to-consumer unit-based pricing on individual SKUs, supplemented by a customer loyalty program (Fidelización), gift cards (Bono Regalo), and curated bundled kits. Marketing spans organic social (Facebook, Instagram, TikTok, YouTube, X), email, content/SEO, and WhatsApp. The input dataset also references a separate Korean entity, MEDIPEEL/Skinidea, with a Morgan Stanley Private Equity Asia 67% stake and a CEO appointment in February 2026; per the firmographic record, Medipiel is described as a private Colombian company, and the Korean entity appears in the data primarily as one of the K-beauty brands Medipiel distributes rather than as confirmed corporate parentage.

Name

Medipiel

Legal name

Medipiel

Website

https://medipiel.com.co

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

251–500 employees

Short description

Medipiel is a Colombian multi-channel beauty and dermatological retailer founded in 2003 in Medellín, selling skincare, cosmetics, fragrances, and pharmaceuticals via physical stores, a VTEX-powered e-commerce site, WhatsApp, and a call center serving Colombian consumers.

Ownership category

akta.pro rank

Headquarters

HQ city

Medellín

HQ country

Colombia

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Product Sales: Medipiel generates revenue through direct sales of dermatological products, cosmetics, skincare, haircare, makeup, fragrances, and medications to consumers via physical stores and e-commerce platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Medipiel is a Colombian multi-brand retailer that sells dermatological, cosmetic, skincare, haircare, makeup, fragrance, and pharmaceutical products through its own e-commerce platform and physical store network. The company distributes over 178 products from international brands (La Roche-Posay, CeraVe, Avène, Mesoestetic, The Ordinary) and Korean beauty brands (COSRX, Beauty of Joseon, MEDIPEEL), complemented by in-store wellness services such as facial skin analysis (Dermoanálisis).

Product overview

MDP by Medipiel is a Colombian multi-brand e-commerce and retail platform offering a comprehensive range of dermatological, cosmetic, and wellness products. The platform provides over 178 available products across multiple categories: skincare (cleansers, moisturizers, treatments, masks, tonics), sun protection, haircare, makeup, fragrances, medications, body care, maternity/baby care, men's products, and supplements. The company operates both online (medipiel.com.co) and physical retail stores across Colombia, offering in-person services such as facial analysis (Dermoanálisis) and wellness treatments at their Centros de Bienestar. The platform features an extensive brand portfolio including both international brands (The Ordinary, CeraVe, La Roche-Posay, Mesoestetic) and Korean beauty brands (COSRX, Beauty of Joseon, Some by Mi). Products are organized by categories, skin type, active ingredients (Hyaluronic Acid, Retinol, Vitamin C, Niacinamide, Salicylic Acid, Glycolic Acid), and brand, with exclusive offerings and bundled kits available.

Differentiator

Problem solved

Functional benefit

Brands

• Melanon X: Key product line of MEDIPEEL, achieving strong sales and top-selling status in K-Pharmacy stores.
• Retinal NMN

Products and services

• Dermoanálisis (Facial Skin Analysis) An in-person skin analysis service that helps individual customers identify their skin type and select appropriate skincare products from Medipiel's catalog.
• Centros de Bienestar (Wellness Centers) In-person wellness and beauty treatment centers offering care services to individual consumers at Medipiel retail locations.
• Bono Regalo (Gift Card) Gift cards available for purchase that can be given as presents and redeemed across Medipiel's product range.

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered supporting and core.

• VTEX (E-commerce Platform)supportingTechnology or IntegrationMedipiel's e-commerce website uses VTEX platform infrastructure for its online store operations, product catalog, and order management.
• Korean Beauty Brands (MEDIPEEL, COSRX, Beauty of Joseon, ANUA, Dr. Althea, Numbuzin, SKIN1004, Haruharu Wonder, Round Lab)coreChannel Partner/ Reseller/ DistributorMedipiel distributes various Korean beauty brands as part of its product assortment, including MEDIPEEL, COSRX, Beauty of Joseon, ANUA, Dr. Althea, Numbuzin, SKIN1004, Haruharu Wonder, Round Lab, and many others.
• Dermatological Brands (La Roche-Posay, CeraVe, Bioderma, Eucerin, Vichy, Sesderma, Isdin, Avène)coreChannel Partner/ Reseller/ DistributorMedipiel serves as distributor for major international dermatological brands including La Roche-Posay, CeraVe, Bioderma, Eucerin, Vichy, Sesderma, Isdin, and Avène.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Farmatodo: Major Colombian drugstore chain with physical stores and e-commerce selling dermatological, cosmetic, and pharmaceutical products. Directly overlaps Medipiel in Colombian retail, assortment, and same-day delivery positioning.
• Cruz Verde: Colombian pharmacy chain retailing OTC/RX medications alongside dermocosmetic and personal care brands. Closely comparable to Medipiel's combined pharma-plus-beauty model.
• La Rebaja: Value-positioned Colombian pharmacy/drugstore chain with broad OTC and personal care assortment. Comparable to Medipiel on Colombian drugstore retail footprint and household reach.
• Locatel: Colombian pharmacy and beauty retailer combining medications with skincare and wellness products, serving a similar consumer basket as Medipiel.

Broad incumbents

• Sephora: Global multi-brand beauty retailer carrying many of the same dermocosmetic and K-beauty brands as Medipiel, with growing LATAM presence. Comparable on assortment and beauty-first merchandising, but not pharmacy/medication.
• Ulta Beauty: Large US-based multi-category beauty retailer combining dermocosmetic, prestige, and wellness SKUs. Comparable on multi-brand beauty retailing; differs by geography and lack of pharmacy.
• iHerb: Global e-commerce retailer of health, wellness, beauty, and supplement products with shipping into LATAM. Comparable on online multi-brand assortment and K-beauty curation.
• Amazon: Global e-commerce marketplace carrying dermatological, K-beauty, and OTC products across LATAM. Comparable on assortment breadth and delivery, though without Medipiel's specialist curation and pharmacy service.

Emerging players

• SkinStore (LOVELYSKIN): Specialty online retailer focused on dermatologist-recommended and clinical skincare brands (like La Roche-Posay, SkinCeuticals). Comparable to Medipiel's dermatological-first merchandising, but online-only and US-based.

Regional players

• Linio (now Mercado Libre Colombia): LATAM e-commerce marketplace with significant beauty, skincare, and health categories. Comparable on multi-brand retail and last-mile delivery, but operates as a marketplace rather than a curated specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/medipiel
• YouTubeyoutube.com/@Medipiel_
• Facebookfacebook.com/Medipielsa
• Instagraminstagram.com/medipiel
• TikToktiktok.com/@medipiel
• LinkedInlinkedin.com/company/medipiel

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Medipiel