As global demand for Korea’s skin care expertise grows, access to professional dermatological care remains limited in many international markets. To bridge this gap, APR — a rapidly expanding Korean beauty tech brand — is introducing innovative at-home skin care devices both domestically and abroad.

The company is on the verge of surpassing 1 trillion won ($705 million) in cumulative sales, a benchmark achieved by only a select few in Korea’s beauty sector, including industry giants like Amorepacific and LG Household & Health Care. Last year, APR posted consolidated revenue of 722.8 billion won, up 38 percent year-on-year, with operating profit climbing to 122.7 billion won, a 17.7 percent increase.

“Cosmetics have been used since the days of Cleopatra thousands of years ago, yet we’re still applying them mostly by hand,” said Shin Jae-woo, head of APR’s R&D center. “It’s time for a more efficient approach to skin care absorption using the latest technology.”

Shin, who holds a biomedical engineering degree from Yonsei University, brings 30 years of experience in both clinical and consumer medical device development.

“Working on hospital- and consumer-grade devices taught me that home-use products actually require greater precision. In other words, they must be both safe and effective,” he explained.

The R&D chief noted that in diverse markets like the US, where skin types vary significantly, device output must be adaptable. “For example, Caucasian skin tends to be thinner, whereas Asian skin is usually thicker. Recognizing this early helped us design a device with adjustable intensity settings to better serve a wide range of users.”

For the first time since its establishment in 2014, APR’s global revenue has outpaced domestic sales, reaching 399.7 billion won globally, compared to 322.9 billion won in Korea.

APR’s device topped Amazon’s beauty device category in the US during Black Friday and is steadily gaining traction in Japan and Hong Kong.

Pairing functional skincare products with technology that boosts absorption has become a cornerstone of APR’s competitive edge.

Driving this success is APR’s leading brand, Medicube, which strategically packages its AGE-R beauty devices with skincare products such as serums and facial pads. This integrated offering encourages repeat purchases and fosters deep brand loyalty among consumers.

“The global home beauty device market was worth $20 billion in 2023, and we analyze that APR holds about a 2 percent share,” said Shin. “Because the market lacks a clear global leader, we’re ramping up our efforts to bring the unique strengths of K-beauty into the beauty device arena."

At this year's CES, over 1,300 visitors stopped by APR’s booth — more than half of them Caucasian, and many already aware of the brand, Shin said. “Visitors told us things like, ‘I saw your brand on Amazon’ or ‘I already use your products. That level of recognition confirms we’re headed in the right direction.”

Shin emphasized that while price and visible results are important to global customers, safety remains the top priority for all APR devices.

“Our devices meet medical-grade safety standards and comply with international certifications,” he said. “They’re also part of an interconnected ecosystem, paired with mobile apps and developed by experts in medical engineering and related disciplines.”

Shin also challenged the perception that beauty devices are luxury items intended only for older consumers.

“My teenage twin daughters use them daily. Watching them build healthy, consistent skin care habits has shown me — both as an engineer and a father — just how impactful these devices can be.”