Medipiel
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.
- Company typePrivate
- Founded2016
- HeadquartersMedellín, Colombia
- Headcount101–250
- GTM typeB2C
- OfferingServices
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.
Medipiel firmographics
Firmographics- Name
- Medipiel
- Legal name
- Medipiel
- Website
- https://medipiel.com.co
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 101–250 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
Medipiel industry classification
Industry- Product category
- Beauty and Dermatological Retail
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456), Pharmacies and Drug Retailers (456110)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF)
- akta.pro secondary industries
- Discount Drugstores with Beauty & Personal Care Focus (Value Beauty) (CRAEAHAH), Natural/Organic & Clean Skincare (CRABAAAH)
Keywords
Where Medipiel is headquartered
LocationHeadquarters
- HQ city
- Medellín
- HQ country
- Colombia
- HQ region
- Latin America
Offices2 records
Markets served
Medipiel business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for individual products |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Medipiel product offering
Product offeringCore 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.
Companies that use Medipiel
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Medipiel technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Medipiel partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered supporting and core.
- VTEX (E-commerce Platform)supportingMedipiel'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)coreMedipiel 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)coreMedipiel 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
Medipiel competitors and assessment
Company assessmentDirect 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
Medipiel social profiles
Digital presenceMedipiel financial estimates
Financial estimateRevenue estimate
Valuation estimate
Medipiel leadership team
Management profileNumber of profiles
Profiles1 record
Medipiel funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Medipiel M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Medipiel
What does Medipiel do?
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).
Is Medipiel a public or private company?
Medipiel is a private company. It is classified as private equity controlled and is currently operating.
When was Medipiel founded?
Medipiel was founded in 2016. It employs 101 to 250 people.
Where is Medipiel based?
Medipiel is headquartered in Medellín, Colombia, in the Latin America region.
How does Medipiel make money?
One revenue line is on record: retail Product Sales.
Who are Medipiel's main competitors?
Direct peers on record are Farmatodo, Cruz Verde, La Rebaja and Locatel. Broad incumbents are Sephora, Ulta Beauty, iHerb and Amazon. SkinStore (LOVELYSKIN) is listed as an emerging player. Linio (now Mercado Libre Colombia) is listed as a regional player.
Does Medipiel have an API?
No public API is recorded for Medipiel.
What industry is Medipiel in?
Medipiel's product category is Beauty and Dermatological Retail. Its primary akta.pro industry code is CRABAAAF, Dermocosmetics & Medical-Grade Skincare, with a secondary code of CRAEAHAH, Discount Drugstores with Beauty & Personal Care Focus (Value Beauty). Its NAICS code is 456120 and its SIC code is 2844.