APR Ventures into Biotechnology with New Anti-Aging Therapies

APR Co., one of South Korea’s rapidly growing beauty companies, has announced its plans to enter the biotechnology sector with a focus on developing innovative anti-aging therapies. The announcement was made on Friday during the Amazon Beauty conference in Seoul, where CEO Kim Byung-hoon emphasized the company’s ambition to become a global leader in skin regeneration treatments.

The company is set to create injectable therapies utilizing polydeoxyribonucleotide (PDRN), a DNA-derived compound sourced from salmon. This compound is already recognized in the beauty industry, particularly in products such as PharmaResearch Co.’s Rejuran, known for its skin-boosting properties. APR, the largest beauty firm in South Korea by market capitalization and renowned for its Medicube skincare line and AGE-R beauty devices, aims to launch a radio-frequency medical device for hospitals and clinics next year.

Strategic Expansion into Biotech

Kim articulated a clear vision for APR’s future, stating, “We want to become the world’s No. 1 anti-aging company within five to ten years. Humanity’s ultimate and inevitable skin concern is aging. Our goal is to become the company that helps people overcome it.” The company’s move into biotechnology reflects a broader strategy to transition from a prominent K-beauty brand to a significant player in the global anti-aging market, encompassing cosmetics, devices, and medical therapies.

APR began producing PDRN in-house at its facility in Pyeongtaek last year, initially incorporating it into its Medicube product line. The firm’s expansion into regenerative injectables represents a growing segment in aesthetic medicine, highlighting the increasing intersection between South Korea’s K-beauty sector and medical aesthetics. As companies strive for higher margins, this shift allows APR to explore lucrative opportunities beyond traditional cosmetics.

APR’s Rapid Growth and Global Aspirations

The global profile of APR has surged in recent years, with significant sales reported during the Amazon Prime Day event in July 2023. The company achieved sales of 30 billion won ($21.5 million), marking a sixfold increase compared to the previous year. This impressive performance underscores the effectiveness of APR’s strategies in a competitive retail landscape.

Kim noted that intense competition within South Korea’s beauty market, dominated by chains like CJ Olive Young, has equipped local brands with the resilience needed for international expansion. “Brands that survive fierce competition in Korea gain immense strength when they expand abroad,” he remarked. Industry insiders echoed this sentiment, pointing out that Korean consumers’ tendency to switch brands encourages continuous product innovation.

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

As APR sets its sights on the biotech sector and continues to innovate in beauty technology, it aims to solidify its position as a leader in the global anti-aging market, responding to an ever-evolving consumer landscape that prioritizes effective and scientifically backed skincare solutions.