Kim Byung-hoon, the CEO of APR, is making waves in the K-beauty market at a young age, focusing on innovative beauty device development and global market expansion. He has attracted attention in the industry. Kim started his business at the young age of 25 in 2014 with the online cosmetic brand 'Aprilskin.' Since then, he expanded into various business areas, including the fashion brand 'Nerdy' and the instant photo booth brand 'Photo Gray,' growing APR into a company with over 500 billion won in annual sales. In particular, the beauty device brand 'AGE-R,' launched in 2021, became the driving force behind APR's explosive growth, which led him to become a leader in the beauty device market.
APR's beauty device business is growing rapidly, centered around the 'AGE-R' brand. CEO Kim has a deep affection for product quality, using his company's beauty devices for 30 minutes every morning to check their performance. The 'Booster Pro,' released in October 2023, is a next-generation beauty device that provides six care functions by combining various technologies into one device. It applies the 'Dual Tune Wave' technology, which combines high-frequency technology and microcurrents used in dermatological medical devices to promote collagen production. Furthermore, APR is striving to internalize original technology by establishing its own R&D center, 'ADC (APR Device Center),' and is accelerating the development of innovative technologies, including technologies that stimulate skin muscles, HIFU technology, and technologies that provide powerful toning effects.
APR has been expanding its business with the global market in mind since its early stages. Especially with rapid growth in the US market, it is strengthening existing sales channels in Singapore, Taiwan, and other regions. In 2024, it is actively entering new markets, including Europe, by signing contracts with general distributors and agents in seven countries, including Thailand, Qatar, Ukraine, and Turkey. In 2023, it generated over 200 billion won in sales in the US, Singapore, and Taiwan. In the first half of 2024, it recorded sales of 593.8 billion won, a 95% increase compared to the same period last year, setting a record for the highest performance ever. This success in overseas markets reflects CEO Kim's management philosophy of 'a company that improves customers' daily lives,' and it is becoming a stepping stone for APR to leap forward as a global beauty-tech company.
CEO Kim Byung-hoon achieved success with a 'media commerce' strategy that actively utilized SNS advertising in the early stages of his business. However, he did not rest on his laurels, focusing on brand business and modifying the strategy to enhance product quality and customer experience. Through this, brands like 'Medicure' are gaining popularity, centered on the MZ generation, by employing Jang Wonyoung of IVE as a model and operating pop-up stores, etc. This brand-centered approach contributes to APR forming deep bonds with customers beyond simple product sales and securing long-term growth momentum.
APR aims to leap forward as an 'anti-aging tech company' in line with the aging society. To this end, it plans to continuously pursue portfolio expansion, including beauty devices, medical devices for hospitals, and dermocosmetics. It will also secure an annual production capacity of 8 million beauty devices by 2025 and will further solidify its competitive advantage in the global market based on this. CEO Kim Byung-hoon is constantly challenging himself to develop innovative products that meet consumer needs based on the business philosophy that 'a blue ocean is likely to be a dead ocean.' His continuous innovation and challenging spirit are illuminating the future of the entire K-beauty industry, beyond APR.
**Q1: What is APR's main beauty device brand? ** A1: APR's representative beauty device brand is 'AGE-R.'
**Q2: Why is CEO Kim Byung-hoon focusing on the beauty device business? ** A2: CEO Kim believes that beauty devices are a field that can give great satisfaction to customers' daily lives through technology and innovation and sees that the growth potential is very high, in line with the anti-aging trend.
**Q3: What is APR's overseas market strategy? ** A3: APR is expanding its global market by signing contracts with general distributors and agents in various countries, including the US, Europe, and Southeast Asia, and expanding local online and offline channels.
**Q4: What is the future outlook for the beauty device market? ** A4: The beauty device market is expected to continue to grow, supported by the home care trend and technological innovation, and innovative companies like APR are expected to lead the market.
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