APR, a burgeoning entity in South Korea's beauty technology domain, has ascended to the apex of the nation's cosmetics sector in terms of market capitalization. This development follows its overtaking of LG Household & Health Care, signaling a shift in the traditional dominance of the K-beauty industry’s "Big Two," as a new competitor strategically advances.

As reported by the Korea Exchange on the 6th, APR's stock experienced a notable increase, surging by ₩27,200 (14.52%) to reach ₩214,500 at 9:40 a.m., and briefly hitting a record high of ₩220,000 following the announcement of unexpectedly strong second-quarter earnings. APR's current market capitalization is estimated at approximately ₩8.16 trillion.

Established in 2014, APR is the proprietor of beauty lines such as Aprilskin and Forment, alongside MediCube, a rapidly expanding brand in the home beauty device market. Significant export growth to regions including the U.S., Europe, and the Middle East has been pivotal in bolstering its earnings trajectory. To enhance its international market presence, APR recently appointed IVE’s Jang Won-young as the ambassador for its MediCube Age-R brand, succeeding actress Kim Hee-sun.

APR entered the public market on February 27, 2023, with shares beginning at ₩317,500, marking a 27% increase from its initial public offering price of ₩250,000. At its debut, APR's market capitalization was valued at ₩2.41 trillion.

On June 23 of this year, APR’s market valuation eclipsed that of LG Household & Health Care for the first time, securing it the second position within South Korea’s cosmetics sector. As of the preceding day, APR's market capitalization was reported at ₩7.13 trillion, whereas LG H&H stood at ₩4.59 trillion, reflecting a discrepancy exceeding ₩2.5 trillion. With its latest valuation increase, APR has now surpassed Amorepacific, claiming the leading position in the K-beauty market merely 17 months post-listing.