South Korean beauty company APR has seen its shares surge nearly 100% in 2026, driven by rapid expansion in the U.S. market and anticipation for the launch of its flagship Medicube brand in Costco stores across the country this September [1]. North America has become a crucial market for APR, accounting for 49% of its second-quarter revenue, with North American sales reaching 376.3 billion won ($273 million) [1]. Overseas sales made up 91.8% of total revenue, highlighting APR's global reach [1].
Medicube's Zero Pore Pad 2.0, a skincare product designed to cleanse pores, will be available at Costco, marking APR's latest entry into major U.S. retailers following launches at Ulta Beauty in August last year, Target in April, and Walmart in June [1]. The company, which listed on South Korea's Kospi in 2024, now boasts a market capitalization of about 17.3 trillion won ($12.5 billion), nearly double that of Amorepacific and more than triple LG Household & Health Care [1].
APR's second-quarter revenue jumped 134.2% year-on-year to 767.5 billion won, with operating profit rising 134.5% to 190.6 billion won [1]. The company raised its full-year revenue forecast to 3 trillion won from about 2.1 trillion won, citing robust U.S. sales and global expansion potential [1]. APR Vice President Shin Jae-ha stated during the earnings call that U.S. sales are expected to reach about 1.3 trillion won in 2026 [1].
The K-beauty boom in the U.S. is underscored by South Korea's cosmetics exports, which hit a record $7 billion in the first half of 2026, up 27.3% from the previous year. The U.S. was the top destination, accounting for $1.45 billion, or 20.7% of total exports [1]. Medicube was the most searched term across all categories on Amazon during the June 23-26 Prime Day event, according to APR [1].
CONCLUSION
APR's aggressive U.S. expansion and strong financial performance have fueled a significant rally in its shares, positioning the company as a leader in the global K-beauty market. The upcoming Costco launch and raised revenue forecasts signal continued momentum, with the U.S. market playing a pivotal role in APR's growth trajectory. Market sentiment remains highly positive as APR capitalizes on record demand for Korean beauty products.