In a significant development within South Korea's beauty sector, APR has emerged as the leading cosmetics company in terms of market capitalization, surpassing established giants such as Amorepacific and LG Household & Health Care. This transition reflects the challenges faced by the traditional leaders of the K-beauty market, as APR rapidly establishes itself as a formidable competitor.

Data from the Korea Exchange on the 6th indicates that APR's stock price increased by ₩27,200, or 14.52%, reaching ₩214,500 at 9:40 a.m., with a temporary peak at ₩220,000 following the announcement of unexpectedly strong second-quarter earnings. At these prices, APR's market capitalization is approximately ₩8.16 trillion.

Founded in 2014, APR owns several beauty brands including Aprilskin and Forment, in addition to MediCube, a burgeoning home beauty device brand. The company's significant earnings growth is largely driven by strong export performance to markets in the U.S., Europe, and the Middle East. To bolster its international presence, APR recently appointed IVE's Jang Won-young as the new ambassador for its MediCube Age-R brand, succeeding actress Kim Hee-sun.

APR made its public debut on February 27, 2023, with shares opening at ₩317,500, marking a 27% increase from its initial public offering price of ₩250,000. At that time, its market capitalization was valued at ₩2.41 trillion.

On June 23 of this year, APR's market value surpassed that of LG Household & Health Care for the first time, claiming the second position in the Korean cosmetics market. As of the previous day, APR's market capitalization was ₩7.13 trillion, exceeding LG H&H's ₩4.59 trillion by more than ₩2.5 trillion. With the recent surge in its stock valuation, APR has now eclipsed Amorepacific, securing the top spot in the K-beauty industry just 17 months post-listing.