APR has emerged as the leading cosmetics company in South Korea by market capitalization, surpassing Amorepacific and previously LG Household & Health Care. This development highlights the challenges faced by the traditional dominant companies in the K-beauty industry as new competitors gain traction.

The Korea Exchange reported on the 6th that APR's shares increased by ₩27,200, or 14.52%, reaching ₩214,500 at 9:40 a.m., and briefly achieving a record high of ₩220,000 following the announcement of better-than-anticipated second-quarter earnings. At this valuation, APR's market capitalization is estimated at approximately ₩8.16 trillion.

Established in 2014, APR includes brands such as Aprilskin, Forment, and MediCube, a rapidly expanding brand of home beauty devices. Significant exports to markets in the United States, Europe, and the Middle East have contributed to APR's notable earnings growth. To enhance its global 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 began trading publicly on February 27, 2023, with an initial share price of ₩317,500, reflecting a 27% increase from its initial public offering price of ₩250,000. At that time, the company's market capitalization was ₩2.41 trillion.

On June 23, APR's market value exceeded that of LG Household & Health Care for the first time, securing the second position in South Korea's cosmetics sector. The previous day, APR's market capitalization was ₩7.13 trillion, compared to LG H&H's ₩4.59 trillion, marking a difference of more than ₩2.5 trillion. With its recent rise, APR has also surpassed Amorepacific, claiming the top position in the K-beauty market just 17 months after its initial public offering.