With Ulta deal, APR steps up US beauty push

Medicube, the beauty-tech brand under South Korea’s fast-growing beauty company APR Co., will sell its products through both online and offline stores of Ulta Beauty, the largest beauty retailer in the US, marking one of the most extensive US retail entries for a Korean skincare label.

Starting in August, 22 Medicube products, including skincare items and beauty devices, will be available both online and in all of Ulta’s 1,400-plus stores across the US.

The lineup features the Booster Pro and Booster Pro Mini – home-use skincare devices that have collectively sold more than one million units globally – along with key skincare offerings such as the Zero Pore Pad, Collagen Jelly Cream and Deep Vita C Capsule Cream.

While Ulta typically introduces new international brands through online channels before expanding to physical stores based on customer demand, Medicube’s simultaneous rollout across all channels reflects the growing demand for Korean beauty products in the US and the brand’s rising global recognition, the company said.

The move follows a series of aggressive marketing efforts by APR in the US, including participation in CES 2025, digital advertising in New York City's Times Square and pop-up events in Los Angeles, as the company steps up its global expansion plans.

APR expects the Ulta partnership will allow it to more rapidly deepen its penetration into the US beauty market.  

K-beauty brands have traditionally relied on niche platforms and e-commerce channels to reach US shoppers.

Medicube’s nationwide entry into a top-tier American retailer is expected to set a precedent for other Korean beauty companies looking to scale in the country through conventional retail infrastructure, said market analysts.

Last week, APR reported that its consolidated operating profit nearly doubled to 54.6 billion won ($38.3 million) in the first quarter ended in March 2025 from the year previous. Its sales soared 79% to 266 billion won over the same period.

Both figures are the company’s record highs, driven by strong global demand for its cosmetics and beauty devices.

APR shares ended down 0.2% at 102,500 won on Monday after jumping more than 30% over the past three sessions.

Write to Sookyung Seo at skseo@hankyung.com