APR
APR, a Seoul-based beauty company founded in 2014 by CEO Kim Byung-hoon, surpassed AmorePacific in market capitalization in August to become South Korea's largest beauty company. The company reported over $1 billion in revenue in 2025, with 80% coming from overseas markets, driven largely by its Medicube brand's popularity in the U.S. Medicube has gained widespread social media visibility and retail expansion, including a major presence on Amazon and in Ulta Beauty stores, and launched into haircare in February 2026.
Opening excerpt (first ~120 words) tap to expand
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.
…
Excerpt limited to ~120 words for fair-use compliance. The full article is at TIME — Top.
.jpg?branch=production&width=3840&quality=75&auto=webp&crop=16:9)
