Move over sheet masks and snail mucin – there’s a new K-beauty king in town, and his empire is built on AI-powered skincare devices, not serums in cute jars. Meet Kim Byung Hoon, the 36-year-old founder of APR Corp. and now South Korea’s latest beauty tech billionaire, after the company’s stock soared more than 200% this year.
APR, best known for its skincare brand Medicube, has officially crossed the US$4 billion mark in market value, thanks in large part to one viral moment on TikTok. A now-famous video of Kylie Jenner casually using APR’s Booster Pro device sent searches (and sales) through the roof. Because apparently, if Kylie’s using a K-beauty gadget that looks like it belongs in a NASA lab, we want it in our bathroom too.
Kim Byung Hoon, CEO of APR CORP. Image @byunghoon_victor_kim via IG
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Originally launched as a cosmetics startup, APR made the switch to beauty tech in 2021 – and hasn’t looked back. Today, over 70% of its revenue comes from overseas, with the US leading as its fastest-growing market. It’s also just landed a major US retail deal, with Medicube set to hit Ulta Beauty shelves this August.
The rise of APR signals a major shift in the K-beauty playbook. Forget department store counters and brand ambassadors in China – the new model is all about digital-first strategies, content that goes viral before it’s polished, and sleek, high-performing tools that promise pro-level results at home.
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According to Bloomberg, “APR exemplifies the next wave of K-beauty – digitally native, tech-forward, and globally scalable.” In short, it’s no longer just about hydrating toners – it’s about clever gadgets, clinical results, and riding the TikTok algorithm all the way to the top.
And Kim Byung Hoon? He’s now leading the charge as one of the youngest and most forward-thinking players in the space. While most legacy beauty brands are still figuring out how to do influencer marketing without sounding cringe, APR is already a step ahead – using social proof, smart tech, and global buzz to scale at speed.
Image @medicube_global_official
via IG
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The Booster Pro is just one example of how APR blends science with scroll-stopping design. If it looks like a tech gadget and works like a facialist, it’s no surprise Gen Z is buying in.
So if you’re wondering what the future of K-beauty looks like – it’s probably sleek, LED-lit, and sitting in your TikTok “For You” page.
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