APR has become Korea’s leading cosmetics firm by market value, surpassing Amorepacific after overtaking LG Household & Health Care. This marks a decline for the traditional K-beauty leaders as APR swiftly rises.

On the 6th, APR’s stock rose by ₩27,200 (14.52%) to ₩214,500, briefly reaching ₩220,000 after strong Q2 results, according to the Korea Exchange. The company’s market cap is about ₩8.16 trillion.

Established in 2014, APR owns brands like Aprilskin and Forment, and MediCube, known for home beauty devices. Its earnings surge is driven by exports to the U.S., Europe, and the Middle East. APR recently selected IVE's Jang Won-young as the new face for MediCube Age-R, succeeding actress Kim Hee-sun.

APR went public on February 27, 2023, with shares opening at ₩317,500, a 27% rise from its ₩250,000 IPO price, resulting in a market cap of ₩2.41 trillion.

On June 23, APR surpassed LG Household & Health Care’s value, becoming Korea’s No. 2 cosmetics firm. Previously valued at ₩7.13 trillion against LG H&H’s ₩4.59 trillion, it now leads K-beauty by surpassing Amorepacific, just 17 months post-listing.