A notable development in South Korea’s beauty technology sector has seen APR usurp Amorepacific, becoming the leading cosmetics firm by market capitalization. This milestone follows APR’s previous overtaking of LG Household & Health Care, highlighting the challenges faced by the established "Big Two" in K-beauty, as APR emerges as a formidable competitor.

Data from the Korea Exchange on the 6th reveals that APR’s stock experienced a significant increase, rising ₩27,200 (14.52%) to ₩214,500 by 9:40 a.m. This surge included a brief peak at an all-time high of ₩220,000, spurred by Q2 earnings surpassing expectations. Currently, APR’s market capitalization is approximately ₩8.16 trillion.

Established in 2014, APR is the owner of several beauty brands, including Aprilskin, Forment, and the rapidly expanding MediCube, known for home beauty devices. Significant export growth to markets in the U.S., Europe, and the Middle East has been a key driver of its robust financial performance. To further its international expansion, APR has appointed IVE’s Jang Won-young as the new ambassador for its MediCube Age-R line, succeeding actress Kim Hee-sun.

APR entered the public market on February 27, 2023, with shares opening at ₩317,500, marking a 27% increase from its initial public offering (IPO) price of ₩250,000. At this time, the company's market capitalization was valued at ₩2.41 trillion.

On June 23, APR’s market valuation exceeded that of LG Household & Health Care for the first time, positioning it as the second-largest player in South Korea’s cosmetics industry. As of the day before, APR’s market cap stood at ₩7.13 trillion, compared to LG H&H’s ₩4.59 trillion, creating a margin exceeding ₩2.5 trillion. With its recent growth in market value, APR has now surpassed Amorepacific, securing the leading position in K-beauty merely 17 months post-listing.