APR, a prominent entity in Korea's beauty tech sector, has surpassed Amorepacific to become the leading cosmetics company by market value in the nation, following its recent advancement over LG Household & Health Care. This development highlights the challenges faced by the traditional "Big Two" in the K-beauty industry while a new competitor gains momentum.

Data from the Korea Exchange on the 6th indicates that APR’s shares increased by ₩27,200 (14.52%) to reach ₩214,500 at 9:40 a.m., momentarily hitting a peak of ₩220,000 after revealing better-than-anticipated second-quarter earnings. Currently, APR's market capitalization is approximately ₩8.16 trillion.

Established in 2014, APR owns several beauty brands including Aprilskin and Forment, alongside MediCube, a rapidly growing brand specializing in home beauty devices. Significant exports to markets in the U.S., Europe, and the Middle East have contributed to its substantial earnings growth. In support of its global expansion, APR recently appointed IVE's Jang Won-young as the new representative for its MediCube Age-R brand, 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 that time, its market capitalization was valued at ₩2.41 trillion.

On June 23, APR's market capitalization exceeded that of LG Household & Health Care for the first time, positioning it as the second-largest player in Korea's cosmetics sector. As of the previous day, APR's market valuation was ₩7.13 trillion, compared to LG H&H’s ₩4.59 trillion, resulting in a difference of over ₩2.5 trillion. With its recent increase, APR has now surpassed Amorepacific, securing the leading position in K-beauty just 17 months after going public.