APR, a prominent name in Korea's beauty tech sector, has overtaken Amorepacific in market capitalization, becoming the leading cosmetics company in the country. This shift highlights challenges faced by the traditional "Big Two" of K-beauty and marks APR's rising influence.

On the 6th, APR's stock rose by ₩27,200 (14.52%) to reach ₩214,500 at 9:40 a.m., briefly hitting a record high of ₩220,000 after strong Q2 results. The company's market cap is about ₩8.16 trillion.

Established in 2014, APR owns brands like Aprilskin and Forment, along with the fast-growing MediCube beauty device line. Strong exports to the U.S., Europe, and the Middle East have bolstered earnings. Recently, APR appointed IVE's Jang Won-young as the new MediCube Age-R ambassador, succeeding actress Kim Hee-sun, to boost global reach.

APR went public on February 27, 2023, starting at ₩317,500 per share, a 27% rise from its IPO price of ₩250,000. Initially, its market cap was ₩2.41 trillion.

On June 23, APR's market cap surpassed LG Household & Health Care for the first time, claiming the No. 2 spot in Korea's cosmetics sector. On the previous day, APR's market value was ₩7.13 trillion, exceeding LG H&H's ₩4.59 trillion by over ₩2.5 trillion. With its recent growth, APR has now overtaken Amorepacific, securing the top position in K-beauty just 17 months post-listing.