We present a new method to renormalize stochastic differential equations subjected to multiplicative noise. The method is based on the widely used concept of effective potential in high energy physics, and has already been successfully applied to the renormalization of stochastic differential equations subjected to additive noise. We derive a general formula for the one-loop effective potential of a single ordinary stochastic differential equation (with arbitrary interaction terms) subjected to multiplicative Gaussian noise (provided the noise satisfies a certain normalization condition). To illustrate the usefulness (and limitations) of the method, we use the effective potential to renormalize a toy chemical model based on a simplified Gray-Scott reaction. In particular, we use it to compute the scale dependence of the toy model's parameters (in perturbation theory) when subjected to a Gaussian power-law noise with short time correlations.