APR, the Seoul-based parent company of Medicube, more than doubled its sales in 2025 to €871 million (1527bn wons), posting a 56% CAGR since 2021 a growth rate that has no meaningful parallel among listed beauty companies of comparable scale. In doing so, APR surpassed Amorepacific to become the most valuable beauty company on the Korean KOSPI, displacing a house that had held that position for decades.
The business is built on a model that owes more to Apple or Nespresso than to traditional skincare. The AGE-R line of home beauty devices, delivering radiofrequency, EMS and microcurrent at accessible price points, acts as the acquisition engine, while the proprietary booster gels, serums and masks used with those devices provide high-margin recurring revenue. By January 2026, cumulative global sales of AGE-R devices exceeded 6 million units, with over half sold outside Korea. The PDRN skincare range alone surpassed 15 million cumulative units sold globally.
The US is the primary growth engine. International revenues surged 207% year-on-year in 2025, accounting for 80% of total sales up from 55% the prior year, with US revenues now more than twice those in Korea. A 2023 organic TikTok post from Hailey Bieber about Medicube’s hero gadget was the inflection point, an endorsement that pushed the brand into Western consumer feeds at a moment when appetite for K-beauty was already expanding beyond sheet masks into clinical technology. Founder Kim Byung-hoon compounded that reach by building his own TikTok presence under the name “CEOppa,” turning himself into a direct marketing channel for the brand.
For 2026, management is guiding to KRW 2.1 trillion in revenue, approximately €1.4 billion with a 25% operating margin target. Europe and India, where APR launched via Nykaa in early 2026, are the next growth pockets.