APR Co. Ventures into Biotech with Innovative Anti-Ageing Solutions

APR Co., a leading name in South Korea’s beauty industry, has announced its entry into the biotechnology sector, focusing on innovative anti-ageing therapies. The company revealed its plans on October 20, 2023, aiming to develop injectable skin-regeneration treatments using polydeoxyribonucleotide (PDRN). This DNA-derived compound, extracted from salmon, has gained popularity in cosmetic enhancements, with notable products like PharmaResearch Co.’s Rejuran already utilizing it.

As the largest beauty company in South Korea by market capitalization, APR is widely recognized for its Medicube skincare line and AGE-R beauty devices. The company’s expansion strategy includes the launch of a radio-frequency medical device targeting hospitals and clinics by 2024.

Ambitious Goals for the Future

At the Amazon Beauty conference in Seoul, co-hosted by Amazon and Kolmar Korea Co., APR’s CEO, Kim Byung-hoon, expressed his vision for the company. “We want to become the world’s No. 1 anti-ageing company within five to ten years,” he stated. He emphasized the universal concern of ageing, declaring that APR aims to empower individuals to manage this inevitable aspect of life.

Analysts view APR’s venture into biotechnology as part of a larger ambition to evolve from a prominent K-beauty brand into a global authority on anti-ageing solutions, integrating cosmetics, medical devices, and therapeutic approaches. The company began in-house production of PDRN at its facility in Pyeongtaek in 2022, initially for its Medicube product range. With an eye towards regenerative injectables, APR is entering a rapidly growing segment within aesthetic medicine.

The announcement reflects a significant trend within South Korea’s beauty sector, where companies are increasingly merging cosmetic products with medical aesthetics to tap into higher-margin opportunities beyond traditional beauty offerings.

Rising Global Presence

APR’s visibility on the global stage has surged in recent years. During the Amazon Prime Day in July, the company recorded sales of 30 billion won (approximately $21.5 million), a remarkable sixfold increase compared to the previous year. This event is known as Amazon’s largest summer shopping event, underscoring the growing demand for K-beauty products.

Kim noted that fierce competition within the South Korean beauty market, driven by major retail chains like CJ Olive Young, has fortified local brands for international expansion. “Brands that survive fierce competition in Korea gain immense strength when they expand abroad,” he remarked.

Industry experts echo this perspective, with Yoon Sang-hyun, vice chairman of Kolmar Holdings Co., highlighting the low brand loyalty among Korean consumers. “That forces companies to constantly raise product competitiveness,” he explained, indicating a robust market environment that drives innovation.

Amazon is also increasing its investment in K-beauty, reporting a 70% rise in sales within the Korean beauty category over the past year, significantly outpacing overall beauty sales. The U.S. ecommerce giant plans to nurture new Korean brands and introduce exclusive products. As stated by Shin Hwa-sook, CEO of Amazon Global Selling Korea, “To discover mega-sellers like APR, we will expand our support measures, from customized consulting to advertising incentives and government-linked export subsidies.”

APR Co.’s strategic expansion into biotechnology marks a pivotal moment in its journey, aiming not only to enhance its product offerings but also to redefine its role in the global beauty landscape.