APR Co., one of South Korea’s fastest-growing beauty companies, has unveiled plans to expand into the biotechnology sector as it seeks to position itself as a global leader in anti-ageing treatments.
The company said on Friday that it will develop injectable skin-regeneration therapies using polydeoxyribonucleotide (PDRN), a DNA-derived compound extracted from salmon that is already widely used in skin boosters such as PharmaResearch Co.’s Rejuran.
APR, the country’s largest beauty company by market capitalization, best known for its Medicube skincare line and AGE-R beauty devices, also intends to launch a radio-frequency medical device for hospitals and clinics next year.
“We want to become the world’s No. 1 anti-ageing company within five to ten years,” said chief executive Kim Byung-hoon at the Amazon Beauty in Seoul conference, co-hosted by Amazon and Kolmar Korea Co. “Humanity’s ultimate and inevitable skin concern is ageing. Our goal is to become the company that helps people overcome it.”
IN-HOUSE PRODUCTION OF PDRN
Analysts said APR’s foray into biotech highlights a broader ambition: to transform from a fast-rising K-beauty brand into a global anti-ageing powerhouse, straddling cosmetics, devices and medical therapies.
APR began in-house production of PDRN at its plant in Pyeongtaek last year, initially for use in its Medicube line of cosmetics.
The company now plans to expand into regenerative injectables, a fast-growing category in aesthetic medicine.
The announcement underscores the intensifying convergence between Korea’s K-beauty industry and medical aesthetics, as companies seek higher-margin opportunities beyond traditional cosmetics.
APR’S GLOBAL PROFILE
APR’s global profile has risen rapidly in recent years.
During the Amazon Prime Day in July, the company posted 30 billion won ($21.5 million) in sales, six times higher than a year earlier.
Kim said the intense domestic rivalry in Korea’s beauty retail market, led by chains such as CJ Olive Young, has helped local brands better prepare for global competition.
“Brands that survive fierce competition in Korea gain immense strength when they expand abroad,” he said.
Industry executives echoed that sentiment.
“Korean consumers have little brand loyalty and switch easily,” said Yoon Sang-hyun, vice chairman of Kolmar Holdings Co. “That forces companies to constantly raise product competitiveness.”
AMAZON’S BET ON K-BEAUTY
Amazon, meanwhile, is increasing its bet on K-beauty, with sales in the Korean beauty category up 70% over the past year, outpacing its overall beauty segment.
The US ecommerce giant plans to foster new Korean labels and introduce Amazon-exclusive products.
“To discover mega-sellers like APR, we will expand our support measures, from customized consulting to advertising incentives and government-linked export subsidies,” said Shin Hwa-sook, chief executive of Amazon Global Selling Korea.
By Sun A Lee
sunny@hankyung.com
In-Soo Nam edited this article.
