APR

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.

Name

APR

Legal name

주식회사 에이피알

Website

https://apr-in.com

Company type

Public

Founded year

2014

Operating status

Operating

Headcount range

501–1,000 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

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 industry

PRIMARYCRABAAAJ

Skincare Devices & Beauty Tech (LED, Microcurrent, Cleansing Devices)

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRABAAAB

Treatment Skincare (Serums, Actives, Acne & Anti-aging)

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRABAAAF

Dermocosmetics & Medical-Grade Skincare

Consumer Products & Retail/Beauty & Personal Care/Skincare

SECONDARYCRABAKAI

Skincare Devices (Cleansing Brushes, Microcurrent, LED, Dermaplaning)

Consumer Products & Retail/Beauty & Personal Care/Beauty Tools & Accessories

Keywords

• Home beauty devices
• Skincare cosmetics
• Derma-cosmetic products
• PDRN skincare formulations
• K-beauty technology

Headquarters

HQ city

Seoul

HQ country

South Korea

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Marketing or Sales, Supply Chain, Technology or R&D, Personnel, Operations, Others

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion3 records

Distribution channels10 records

Marketing channels6 records

Core 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

Named customers9 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered flagship and core.

• WalmartflagshipChannel Partner/ Reseller/ Distributor · 1 May 2026Planned expansion to approximately 3,200 Walmart stores in June 2026, building on Target success to scale offline retail presence in US market.
• CostcoflagshipChannel Partner/ Reseller/ Distributor · 1 May 2026Negotiations underway to bring product range to Costco warehouses across US, Canada, and Europe in second half of 2026.
• Ulta BeautycoreChannel Partner/ Reseller/ Distributor · 1 April 2026Full-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.
• TargetflagshipChannel Partner/ Reseller/ Distributor · 1 April 2026Medicube 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)coreChannel Partner/ Reseller/ Distributor · 1 March 2026Medicube 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.
• NykaaflagshipChannel Partner/ Reseller/ Distributor · 1 March 2026Strategic 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

Direct 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

• Instagraminstagram.com/medicube
• Facebookfacebook.com/APRCorporation

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries6 records

Funding overview

Funding rounds7 records

Investors23 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about APR