APR, an emerging entity in Korea's beauty technology sector, has surpassed Amorepacific to become the leading cosmetics firm in the nation based on market capitalization, after previously moving ahead of LG Household & Health Care. This development highlights the challenges faced by the traditional leading companies in the K-beauty industry as a new competitor makes significant progress.

Reports from the Korea Exchange on the 6th indicate that APR's stock prices increased by ₩27,200 (14.52%) to reach ₩214,500 at 9:40 a.m., momentarily reaching a peak of ₩220,000 after reporting better-than-expected second-quarter earnings. Currently, APR's market capitalization is roughly ₩8.16 trillion.

Established in 2014, APR manages several beauty brands, including Aprilskin and Forment, along with MediCube, a rapidly expanding brand for home beauty devices. Strong export performance in markets such as the U.S., Europe, and the Middle East has contributed to its significant earnings growth. To bolster its international presence, APR has recently chosen IVE’s Jang Won-young as the new representative for its MediCube Age-R brand, succeeding actress Kim Hee-sun.

APR commenced public trading on February 27, 2023, with an initial share price of ₩317,500, representing a 27% rise from its IPO price of ₩250,000. During its debut, the company's market capitalization was ₩2.41 trillion.

On June 23, APR's market valuation exceeded that of LG Household & Health Care for the first time, achieving the second position in the Korean cosmetics industry. As of the previous day, APR’s market capitalization was ₩7.13 trillion, in comparison to LG H&H’s ₩4.59 trillion, a difference of over ₩2.5 trillion. With its latest growth, APR has now also surpassed Amorepacific, securing the leading position in the K-beauty sector just 17 months after its initial public offering.