APR, an emergent entity in Korea's beauty technology landscape, has surpassed Amorepacific in terms of market capitalization, marking its ascendancy to the leading position within the country's cosmetics sector. This development highlights the declining influence of the traditional "Big Two" in K-beauty, as APR rapidly escalates its industry presence.

Data from the Korea Exchange on the 6th indicates a significant appreciation in APR's stock value, with shares climbing by ₩27,200, or 14.52%, reaching ₩214,500 at 9:40 a.m., and peaking at a record ₩220,000 subsequent to the release of unexpectedly strong Q2 financial results. Currently, APR's market valuation is approximately ₩8.16 trillion.

Established in 2014, APR oversees a portfolio that includes brands such as Aprilskin, Forment, and the swiftly expanding MediCube, known for its home beauty devices. The company's earnings surge is largely attributable to robust export activities across the U.S., Europe, and the Middle East. In a strategic move to bolster its international market presence, APR has appointed IVE's Jang Won-young as the new ambassador for its MediCube Age-R line, succeeding actress Kim Hee-sun.

APR's initial public offering occurred on February 27, 2023, where it debuted at ₩317,500 per share, reflecting a 27% increase over its IPO price of ₩250,000, resulting in an initial market capitalization of ₩2.41 trillion.

On June 23 of this year, APR's market capitalization exceeded that of LG Household & Health Care for the first time, capturing the second position within Korea's cosmetics industry. As of the preceding day, APR's market value was recorded at ₩7.13 trillion, significantly outstripping LG H&H's ₩4.59 trillion by over ₩2.5 trillion. With its recent upward momentum, APR has now overtaken Amorepacific, establishing itself as the foremost K-beauty company merely 17 months after its market debut.