APR, an emergent leader within Korea's beauty technology domain, has surpassed Amorepacific, seizing the foremost position among cosmetic companies in terms of market capitalization. This development follows APR's previous advancement past LG Household & Health Care, highlighting the challenges faced by the erstwhile dominant "Big Two" of the K-beauty industry, while simultaneously marking APR's significant rise.

Data from the Korea Exchange on the 6th reveals that APR's stock price increased by ₩27,200, a rise of 14.52%, reaching ₩214,500 by 9:40 a.m. The stock briefly peaked at an unprecedented ₩220,000 following the announcement of unexpectedly robust second-quarter earnings. At these levels, APR's market capitalization is approximately ₩8.16 trillion.

Established in 2014, APR operates several beauty brands, including Aprilskin and Forment, in addition to MediCube, a rapidly expanding brand focused on home beauty devices. The company's substantial earnings growth has been fueled by vigorous exports to regions such as the U.S., Europe, and the Middle East. APR has also enhanced its global marketing efforts by appointing IVE’s Jang Won-young as the new ambassador for its MediCube Age-R brand, succeeding actress Kim Hee-sun.

APR commenced public trading on February 27, 2023, with shares opening at ₩317,500, representing a 27% increase over its initial offering price of ₩250,000. At its market debut, APR's market capitalization was ₩2.41 trillion.

On June 23 of this year, APR's market valuation exceeded that of LG Household & Health Care for the first time, securing the second position in Korea's cosmetics sector. As of the preceding day, APR's market capitalization was recorded at ₩7.13 trillion, in contrast to LG H&H's ₩4.59 trillion, revealing a margin surpassing ₩2.5 trillion. With its recent upward trajectory, APR has now also eclipsed Amorepacific, attaining the leading position in the K-beauty market merely 17 months following its initial public offering.