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APR Co., Ltd.
APR sells skincare devices and cosmetics, fashion, health supplements, and photo booth services to consumers, mostly in Korea and increasingly abroad.
APR is a South Korean consumer company that started out selling beauty devices — the kind of at-home gadgets people use on their skin — and built a cosmetics brand on top of that. Its best-known brand is Medicube, which sells skincare products and beauty tools, and that brand has become the engine of the whole company. If you have seen a teenager or a twenty-something filming themselves using a glowing wand or a serum on TikTok, there is a decent chance the product came from APR.
The company does not stop at skincare. It also runs a fashion business, sells health supplements, and operates photo booth stores in Korea — the little self-service booths where friends pile in and take stripped photos together. Photo booths sound like a side hustle, but they are a real, steady cash business with loyal young customers. So APR is really a portfolio of brands aimed at the same young, style-conscious consumer, sold through the same channels. The money mostly comes from selling products directly to shoppers, both in Korea and overseas. Medicube's skincare and beauty devices are the star, and the company has been pushing hard into foreign markets, especially Japan and the United States, where Korean beauty has a big and growing audience. APR earns its money when customers buy the products, not from subscriptions or advertising. Its edge is brand heat: if Medicube stays trendy, sales climb fast; if the trend cools, the same energy that lifted it can fade. That is the core risk in a business built on what young shoppers think is cool right now.
APR listed on the Korea Exchange and has grown quickly on the back of the Korean beauty wave. The company spends heavily on marketing and product launches to keep its brands in the spotlight, and it uses its cash to expand overseas and roll out new products. The simple way to think about it: APR is a beauty and lifestyle brand machine that lives or dies by whether its products keep showing up in people's feeds — and lately, they have.
Saved answer · last researched 12 Nov 2026