APR targets Latin America with Medicube skin boosters

APR, the South Korean beauty company behind the Medicube brand and the country’s largest listed K-beauty company by market capitalization, is entering the Latin American market with skin booster products as it expands beyond cosmetics and beauty devices into medical devices.

The move marks APR’s first step into the medical device business. Given its heavy reliance on overseas sales, the company has chosen to prioritize international markets over South Korea, using Chile as a gateway to broader regional expansion and a potential new growth engine.

APR said Thursday that it will begin supplying Medicube skin boosters to Latin America next month, starting with Chile.

The launch comes about two years after the company announced plans to enter the business in 2024.

APR began mass production of the products at its Pyeongtaek plant in July to establish a stable supply base ahead of the launch.

Skin boosters are products designed to improve skin condition by applying or injecting active ingredients into the skin.

APR will introduce two products formulated with polynucleotides (PN), ingredients derived from salmon DNA.

The lineup includes AGE-R, a topical skin booster, and AGE-R Plus G, an injectable product.

APR selected Chile as its first market because of the country’s relatively high income levels and strong demand for premium consumer products compared with other Latin American markets.

The company plans to establish a foothold in Chile before expanding distribution to neighboring countries.

Other South Korean beauty companies are also accelerating their expansion into Latin America.

Amorepacific introduced its dermatological skin care brand Aestura in Mexico this year and has been expanding its distribution network through beauty retailer Sephora.