APR, a prominent newcomer in the Korean beauty technology field, has successfully surpassed Amorepacific in terms of market capitalization, becoming the leading cosmetics company in South Korea. This advancement follows its previous overtaking of LG Household & Health Care. This development highlights the challenges faced by the longstanding “Big Two” of Korea's beauty industry as a new competitor ascends swiftly.

On the 6th, as reported by the Korea Exchange, APR's share prices rose by ₩27,200 (14.52%), reaching ₩214,500 at 9:40 a.m. The shares even momentarily peaked at a record ₩220,000 following the announcement of better-than-anticipated second-quarter earnings. The current market capitalization of APR is approximately ₩8.16 trillion.

Established in 2014, APR encompasses beauty brands such as Aprilskin and Forment, as well as the rapidly expanding home beauty device brand MediCube. Significant exports to markets in the U.S., Europe, and the Middle East have significantly contributed to its impressive earnings growth. In its effort to bolster its global market presence, APR has recently appointed IVE’s Jang Won-young as the new ambassador for its MediCube Age-R brand, succeeding actress Kim Hee-sun.

APR entered the public market on February 27, 2023, with an initial trading price of ₩317,500 per share, marking a 27% increase from its initial public offering price of ₩250,000. At its debut, the company's market capitalization was ₩2.41 trillion.

On June 23 of the current year, APR’s market valuation exceeded that of LG Household & Health Care for the first time, thus securing the second position in Korea’s cosmetics sector. As of the previous day, APR’s market capitalization was ₩7.13 trillion, compared to LG H&H’s ₩4.59 trillion, marking a difference exceeding ₩2.5 trillion. With the latest increase in value, APR has now also surpassed Amorepacific, securing the top position in the K-beauty industry merely 17 months post-listing.