Medik8 Expands on Hero Product With Liquid Peptide Serum

Medik8 is going deeper on a key ingredient.

The U.K.-based skin care brand will unveil its new Liquid Peptides Advanced MP serum with a launch on its website Tuesday before rolling out to Amazon. The product retails for $92.

Medik8’s peptide products have become growth engines for the brand in the U.S. market, which it only entered in 2023. And while the serum includes a range of peptides and actives, Medik8 is focusing on the growth factor in more ways than one. In 2025, global revenues are expected to hit around $115 million globally, while sales were up 50 percent in 2024.

Related Articles

Beauty Features

Beauty Packaging Gets Pricey Amidst Global Tariffs

Skin Care

Juice Beauty, Early Clean Beauty Pioneer, to Liquidate Assets

“The key driver for both of those years has been the U.S. business,” said Simon Coble, the brand’s chief executive officer. “It’s gone from being 10 percent of the business globally to being around 20 percent in 2025, and we’ve been very focused on d-to-c in that market.” 

Specialty retail is newer for the brand, and Coble didn’t rule out future expansions in the U.S. down the line. It currently sells on its website and Amazon. “In our home market of the U.K., our business was founded in the professional channel,” Coble said. “In the last four years, we’ve been very successful at expanding into Space NK and Sephora alongside our own direct-to-consumer. In the U.S., we’re still in the very early stages.”

After four years, the brand is also exploring deal options, confirming an earlier WWD report. “It’s natural that we are starting to think about our future and also about future growth investments,” Coble said, noting the brand had engaged J.P. Morgan. “We have no specific plans or timeline in place. The business is very well invested in today, is extremely profitable and there is no urgency on our part.”

Crucial to keeping that momentum is maintaining the brand’s science-backed positioning, said Daniel Isaacs, one of the company’s founding partners and chief product officer.

“Science is leading the brand more strongly than ever. The market is evolving toward more educated consumers, who want science-backed products and clinical evidence,” Isaacs said. “We have a very successful product called Liquid Peptides, and that’s now in our top three skus. There are new biological substances called mini proteins in this one.”

The molecules, Isaacs said, absorb deeper into the skin than a lot of traditional actives. “If you put Botox on your face topically, it would be too large to penetrate, which is why it’s injected. This, you get into the lower levels of the skin, and you have the potential for much more sophisticated, advanced and potent effects on the skin. They’re large enough to have much more sophisticated effects.”