APR

APR is leading the next wave of K-beauty growth worldwide. Founded in 2014 by CEO Kim Byung-hoon with less than $3,500 in startup capital, the Seoul-based company overtook legacy competitor AmorePacific in August to become the country’s largest beauty company by market cap. In 2025, APR reported more than $1 billion in annual revenue, with an overseas revenue share of 80% (up from 55% in 2024). Driving APR’s swift rise internationally—particularly in the U.S.—is its Medicube brand, known for its innovative skincare products and devices that dominate on social-media platforms like TikTok, where hundreds of thousands of posts—from micro-influencers to heavy-hitters like Alix Earle, Hailey Bieber, and Kylie Jenner—endorse its products. Last year, Medicube became the top-selling beauty brand on Amazon during its 2025 Prime Day event, and has since expanded its U.S. presence into more than 1,400 Ulta Beauty stores. In February 2026, Medicube expanded into the haircare category with a new product line designed to promote scalp health.