APR
APR is a Seoul-based beauty-tech company that develops derma-cosmetic skincare and multi-technology home beauty devices (LED, microcurrent, ultrasound) under the MEDICUBE brand, selling direct-to-consumer via TikTok Shop, Amazon, and tier-1 global retailers including Ulta, Target, Walmart, and Sephora.
- Company typePublic
- Founded2014
- HeadquartersSeoul, South Korea
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What APR does
APR Co., Ltd. (KRX:278470) is a Seoul-headquartered beauty-tech company founded in 2014 that develops and sells derma-cosmetic skincare and at-home beauty devices under a multi-brand portfolio led by MEDICUBE. The company organizes its business into three solution categories: Beauty Solution (cosmetics including Toner Pads, Collagen Gel Cream, and PDRN-based masks), Device Solution (AGE-R handheld devices consolidating LED therapy, microcurrent, EMS, electroporation, and triple-frequency ultrasound technologies), and Healthcare Solution (proprietary PDRN formulations and medical devices). Supporting brands include APRILSKIN, FORMENT, GLAM.D Bio (inner beauty), NDY (fashion), and PHOTOGRAY (entertainment).
APR operates a social-first direct-to-consumer model anchored by TikTok Shop (over $100M lifetime GMV) and Amazon US (Medicube grew from 0.1% to 14.1% of Amazon US beauty share in ~18 months), complemented by an aggressive omnichannel offline rollout across Ulta Beauty (1,400+ stores), Target (1,500+ stores since April 2026), Walmart (~3,200 stores planned June 2026), Sephora across 17 European countries, Costco (H2 2026 negotiations), and Nykaa in India. Pricing is bifurcated: 94% of catalog under $50 with average 42% promotional discounts for mass-market skincare, and premium device bundles at $126-$209 positioning against $200-$500 medspa treatments. The company listed on KOSPI in February 2024 and reported FY2025 revenue of KRW 1.5273 trillion (~$1.05B), up 111% YoY, with overseas sales reaching 80% of total (89% in Q1 2026) and a market capitalization of approximately 16 trillion KRW (~$11B), making it the third-largest pure-play beauty company globally.
APR firmographics
Firmographics- Name
- APR
- Legal name
- 주식회사 에이피알
- Website
- https://apr-in.com
- Company type
- Public
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- APR is a Seoul-based beauty-tech company that develops derma-cosmetic skincare and multi-technology home beauty devices (LED, microcurrent, ultrasound) under the MEDICUBE brand, selling direct-to-consumer via TikTok Shop, Amazon, and tier-1 global retailers including Ulta, Target, Walmart, and Sephora.
- Ownership category
- akta.pro rank
APR industry classification
Industry- Product category
- Skincare and Beauty Devices
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)
- akta.pro primary industry
- Skincare Devices & Beauty Tech (LED, Microcurrent, Cleansing Devices) (CRABAAAJ)
- akta.pro secondary industries
- Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB), Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Skincare Devices (Cleansing Brushes, Microcurrent, LED, Dermaplaning) (CRABAKAI)
Keywords
Where APR is headquartered
LocationHeadquarters
- HQ city
- Seoul
- HQ country
- South Korea
- HQ region
- Asia
Offices1 record
Markets served
APR business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Marketing or Sales, Supply Chain, Technology or R&D, Personnel, Operations, Others
Revenue model
- Cosmetics/Skincare Sales: Revenue from Medicube skincare products and cosmetics, including Toner Pads, Collagen Gel Cream, and PDRN-based masks. Cosmetics division surpassed KRW 1 trillion in annual revenue for first time in 2025, accounting for the majority of company revenue.
- Beauty Device Sales: Revenue from home beauty devices including AGE-R line (Booster Pro, Booster Pro X2, Booster Glow). Beauty device segment generated KRW 407.0 billion in full-year 2025 sales, with cumulative device sales surpassing 6 million units globally.
- Fashion/Other Brands: Revenue from other brands including APRILSKIN, FORMENT, Glam.D Bio, NDY fashion brand, and Photogray entertainment brand, operating across beauty, inner beauty, fashion, and entertainment sectors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Mass-market skincare products under $50 |
| Unit Pricing | Pay-as-you-go | Premium beauty device bundles $126-$209 |
Go-to-market motion3 records
Distribution channels10 records
Marketing channels6 records
APR product offering
Product offeringCore offering
APR develops, manufactures, and sells skincare cosmetics and proprietary home beauty devices under its flagship Medicube brand. The core offering combines derma-cosmetic products such as Toner Pads, Collagen Gel Cream, and PDRN-based masks with the AGE-R device line (Booster Pro, Booster Pro X2, Booster Glow) that integrate LED therapy, microcurrent, EMS, electroporation, and ultrasound technologies for at-home professional-grade skincare treatments.
Product overview
APR operates as a beauty-tech company offering a multi-brand portfolio organized into Beauty Solutions (skincare cosmetics and beauty devices), Device Solutions (home beauty devices), and Healthcare Solutions (PDRN-based products and medical devices). The core product ecosystem centers on MEDICUBE, the flagship skincare brand featuring the AGE-R device line (handheld multi-technology home beauty devices) combined with derma-cosmetic products. Supporting beauty brands include APRILSKIN, FORMENT, GLAM.D Bio (inner beauty/healthcare), NDY (fashion), and PHOTOGRAY (entertainment). The company generates approximately 80% of revenue from overseas markets, with beauty devices accounting for around 30% of revenue and cosmetics/cosmeceuticals comprising the remainder.
Differentiator
Problem solved
Functional benefit
Brands
- MEDICUBE (메디큐브): Flagship skincare and beauty device brand offering derma-cosmetic products and at-home beauty devices including AGE-R line, Toner Pads, and Booster Pro devices.
- APRILSKIN (에이프릴스킨)
- FORMENT (포맨트)
- GLAM.D Bio (글램디 바이오)
- NDY (엔디와이)
- PHOTOGRAY (포토그레이)
- Mediqb
Products and services
- Medicube Skincare and Derma-Cosmetic Line
Quantifiable outcome
- Revenue growth of 111% year-over-year to 1.53 trillion won in 2025, with 198% operating profit growth and 24% operating margin
- +4 more outcomes
Companies that use APR
Customer profileNamed customers9 records
Segments4 records
Ideal customer profiles2 records
APR technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
APR partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship and core.
- WalmartflagshipPlanned expansion to approximately 3,200 Walmart stores in June 2026, building on Target success to scale offline retail presence in US market.
- CostcoflagshipNegotiations underway to bring product range to Costco warehouses across US, Canada, and Europe in second half of 2026.
- Ulta BeautycoreFull-scale rollout of Medicube brand across Ulta Beauty's 1,400+ US store locations, including both skincare products and AGE-R beauty devices. Ranked #1 in Ulta's online skincare category in October 2025 with approximately 30% sales growth within three months of launch.
- TargetflagshipMedicube entered over 1,500 Target stores in US in April 2026 as part of strategic shift from online-only to omnichannel retail presence.
- Sephora (LVMH)coreMedicube launched on Sephora across 17 European countries including France, Germany, Italy, and Spain at approximately 450 offline stores and online platforms, marking APR's formal expansion into the European market through LVMH's luxury retail network.
- NykaaflagshipStrategic partnership launching Medicube in India through Nykaa's online platform and 260+ offline stores, targeting India's beauty market projected to grow from US$28 billion to US$34 billion by 2028.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
APR competitors and assessment
Company assessmentDirect peers
- Amorepacific: South Korea's largest legacy beauty conglomerate and APR's domestic predecessor as Korea's most valuable beauty company. Amorepacific owns Sulwhasoo, Laneige, Innisfree, and Etude — overlapping directly with APR's skincare category focus and global K-beauty positioning.
- COSRX: A leading K-beauty skincare brand with strong global Amazon and TikTok Shop presence — direct competitor in the mass-market accessible skincare tier where APR's hero Toner Pads compete. COSRX's snail mucin and similar treatment-serum positioning overlaps with APR's PDRN-based cosmeceuticals.
- TIRTIR: A fellow Korean beauty brand that has experienced similar viral TikTok-led global expansion, particularly through Amazon US and Sephora. TIRTIR's Mask Fit Red Cushion exemplifies the same K-beauty-to-global-market trajectory APR is pursuing.
- LG Household & Health Care: Another top-tier Korean beauty conglomerate operating brands like The History of Whoo, SU:M37, and OHUI. LG H&H competes with APR in both domestic Korean mass-market skincare and global premium skincare export channels.
- Beauty of Joseon: One of the fastest-growing K-beauty skincare brands globally, distributed heavily through Amazon, TikTok Shop, and Sephora at Times Square. Directly comparable to APR's Medicube in mass-market K-beauty accessibility, hero SKU focus (Relief Sun serum), and social-commerce-led growth.
- NuFACE: A pioneer in at-home microcurrent beauty devices — the closest pure-play competitor to APR's AGE-R device line. Both target the same use case (lifting/firming via handheld electrical stimulation) and compete in similar Ulta, Sephora, and DTC channels at comparable $200-$400 price points.
Broad incumbents
- L'Oreal: The world's largest beauty company and APR's only larger pure-play beauty peer. L'Oreal operates across mass-market, luxury, and dermatological beauty (La Roche-Posay, SkinCeuticals) with vastly larger R&D and distribution — making it the ultimate incumbent benchmark for APR's device-plus-skincare thesis.
- e.l.f. Beauty: A US-listed mass-market beauty company with similar accessible price-point positioning, strong Amazon/TikTok Shop presence, and rapid revenue growth — making it a relevant public-market comparable for APR's mass-market skincare economics and social commerce go-to-market.
- The Estee Lauder Companies: The second-largest pure-play beauty company globally and APR's closest ranking peer. Through brands like Clinique, Dr. Jart+ (a K-beauty acquisition), and SkinCeuticals, ELC competes in the same dermocosmetic and K-beauty-inspired segments APR is targeting.
Emerging players
- Solta Medical (Bausch Health): Professional beauty device maker behind Thermage, Clear+Brilliant, and Fraxel — the clinic-grade counterpart to APR's home device line. Solta's category positioning validates the consumer demand for tech-enabled beauty that APR is scaling at lower price points.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
APR social profiles
Digital presenceAPR compliance and trust
Trust signalCompliance1 record
APR financial estimates
Financial estimateRevenue estimate
Valuation estimate
APR leadership team
Management profileNumber of profiles
Profiles2 records
APR subsidiaries and ownership
Company hierarchySubsidiaries6 records
APR funding detail
Funding detailFunding overview
Funding rounds7 records
Investors23 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
APR M&A and investment
M&A and investmentM&A
Investments2 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about APR
What does APR do?
APR develops, manufactures, and sells skincare cosmetics and proprietary home beauty devices under its flagship Medicube brand. The core offering combines derma-cosmetic products such as Toner Pads, Collagen Gel Cream, and PDRN-based masks with the AGE-R device line (Booster Pro, Booster Pro X2, Booster Glow) that integrate LED therapy, microcurrent, EMS, electroporation, and ultrasound technologies for at-home professional-grade skincare treatments.
Is APR a public or private company?
APR is a public company. It is classified as public and is currently operating.
When was APR founded?
APR was founded in 2014. It employs 251 to 500 people.
Where is APR based?
APR is headquartered in Seoul, South Korea, in the Asia region.
How does APR make money?
Three revenue lines are on record. Cosmetics/Skincare Sales are the primary driver. The others are beauty Device Sales and fashion/Other Brands.
Who are APR's main competitors?
Direct peers on record are Amorepacific, COSRX, TIRTIR, LG Household & Health Care, Beauty of Joseon and NuFACE. Broad incumbents are L'Oreal, e.l.f. Beauty and The Estee Lauder Companies. Solta Medical (Bausch Health) is listed as an emerging player.
Does APR have an API?
No public API is recorded for APR.
What industry is APR in?
APR's product category is Skincare and Beauty Devices. Its primary akta.pro industry code is CRABAAAJ, Skincare Devices & Beauty Tech (LED, Microcurrent, Cleansing Devices), with a secondary code of CRABAAAB, Treatment Skincare (Serums, Actives, Acne & Anti-aging). Its NAICS code is 456120 and its SIC code is 2844.