APR has emerged as the leading entity in South Korea's beauty technology sector by surpassing Amorepacific in market capitalization. This development signifies a notable shift as the "Big Two" of K-beauty, composed of Amorepacific and LG Household & Health Care, face challenges while a new market leader rises.

Data from the Korea Exchange on the 6th reveals that APR's share price surged by ₩27,200, equating to a 14.52% increase, reaching ₩214,500 at 9:40 a.m. This followed a brief peak at ₩220,000, driven by unexpectedly strong second-quarter financial results. Consequently, APR's market capitalization is approximately ₩8.16 trillion.

Established in 2014, APR owns several beauty brands, including Aprilskin and Forment, along with MediCube, a rapidly expanding brand known for home beauty devices. The company's robust export activities across the U.S., Europe, and the Middle East have significantly fueled its revenue growth. To enhance its international outreach, APR has appointed IVE’s Jang Won-young as the ambassador for its MediCube Age-R brand, succeeding actress Kim Hee-sun.

APR commenced public trading on February 27, 2023, with an opening share price of ₩317,500, marking a 27% increase over its initial public offering price of ₩250,000. At launch, the company's market capitalization was valued at ₩2.41 trillion.

On June 23 of this year, APR's market valuation exceeded that of LG Household & Health Care for the first time, claiming the second position within the Korean cosmetics industry. As of the most recent day, APR's market capitalization was ₩7.13 trillion, compared to LG H&H's ₩4.59 trillion, representing a difference of over ₩2.5 trillion. With the latest uptick in its stock value, APR has now overtaken Amorepacific as well, securing the premier position in the K-beauty market just 17 months post-listing.