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APR Shares Surge Nearly 100% in 2026 as Medicube Prepares for Costco U.S. Launch

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Shares of South Korean beauty company APR have risen nearly 100% in 2026 as its Medicube brand prepares to enter Costco stores across the U.S. in September.
The company reported strong Q2 revenue growth of 134.2% year-on-year, with overseas sales making up 91.8% of total revenue, driven by expanding U.S. retail presence at Ulta, Target, Walmart, and now Costco.
APR has raised its full-year revenue forecast to 3 trillion won, citing U.S. market growth.

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Why It Matters

APR listed on South Korea's Kospi index in 2024 and has since expanded rapidly in the U.S. market, with its Medicube brand gaining traction through major retailers. The company benefits from a broader K-beauty boom in the U.S., where South Korean cosmetics exports reached a record $7 billion in the first half of 2026.

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Shares of South Korean beauty company APR have surged nearly 100% this year as the K-beauty company rapidly expands its presence in the U.S.

Its flagship Medicube brand is set to enter Costco stores across the U.S. in September, APR told CNBC. Medicube's Zero Pore Pad 2.0, a skincare product designed to cleanse pores, will be available across the retailer's U.S. stores.

The upcoming launch marks APR's latest push into major U.S. retailers, following launches at Ulta Beauty in August last year, Target in April and Walmart in June.

The Korean beauty company, which listed on South Korea's benchmark Kospi in 2024, now has a market capitalization of about 17.3 trillion won ($12.5 billion), nearly twice that of longtime beauty heavyweight Amorepacific and more than three times that of LG Household & Health Care.

APR has been rapidly expanding in the U.S., which has become a key market for the company. North American sales reached 376.3 billion won ($273 million) in the second quarter, accounting for 49% of total revenue.

Medicube was the most searched term across all categories on Amazon during its June 23-26 Prime Day event, according to the company APR.

Earlier this month, APR reported that its second-quarter revenue jumped 134.2% from a year earlier to 767.5 billion won, while operating profit rose 134.5% to 190.6 billion won. Overseas sales accounted for 91.8% of total revenue.

APR is riding a broader K-beauty boom in the U.S. South Korea's cosmetics exports are estimated to have reached a record $7 billion in the first half of 2026, up 27.3% from a year earlier, according to the country's Ministry of Food and Drug Safety. The U.S. was the top destination, accounting for $1.45 billion, or 20.7% of total exports.

The company raised its full-year revenue forecast to 3 trillion won from about 2.1 trillion won, citing growth in the U.S. market and the potential for further global expansion. APR Vice President Shin Jae-ha said during the company's second-quarter earnings call that U.S. sales are expected to reach about 1.3 trillion won this year.

APR shares had gained more than 360% last year.

What to Watch

AI outlook — possibilities, not facts

APR's U.S. sales will reach approximately 1.3 trillion won in 2026
Likely · Within months
APR will achieve its full-year revenue forecast of 3 trillion won
Possible · Within months

Open Questions

What specific marketing strategy is APR using to maintain growth in competitive U.S. retail channels?
How will APR manage supply chain demands as it scales across multiple major U.S. retailers?
What is the long-term profitability outlook for APR's U.S. operations given high marketing and logistics costs?