APR Expands into Biotechnology with Innovative Anti-Ageing Therapies

APR Co., one of South Korea’s leading beauty companies, has announced its ambitious plan to enter the biotechnology sector, focusing on anti-ageing therapies. This initiative aims to position APR as a global leader in skin regeneration treatments. The announcement was made on Friday, revealing that the company will develop injectable therapies using polydeoxyribonucleotide (PDRN), a compound derived from salmon DNA that is already popular in skin boosters, such as PharmaResearch Co.’s Rejuran.

Kim Byung-hoon, CEO of APR, spoke at the Amazon Beauty conference in Seoul, co-hosted by Amazon and Kolmar Korea Co., emphasizing the company’s vision: “We want to become the world’s No. 1 anti-ageing company within five to ten years. Humanity’s ultimate and inevitable skin concern is ageing. Our goal is to become the company that helps people overcome it.”

Strategic Growth in Biotech

APR’s entry into biotechnology reflects a broader ambition to evolve from a rapidly growing K-beauty brand into a comprehensive anti-ageing powerhouse. The company began in-house production of PDRN at its facility in Pyeongtaek last year, initially for its Medicube skincare line. This expansion will now include regenerative injectables, a sector that is gaining traction within aesthetic medicine.

Analysts note that this move signifies a growing convergence between Korea’s K-beauty industry and medical aesthetics, as firms look for higher-margin opportunities beyond traditional cosmetics. The rise of APR in the global market has been notable; during Amazon’s Prime Day in July 2023, the company achieved sales of 30 billion won (approximately $21.5 million), marking a sixfold increase compared to the previous year.

Competitive Landscape and Global Aspirations

The competitive nature of the South Korean beauty retail market, with strong players like CJ Olive Young, has equipped local brands to better face global competition. According to Kim, “Brands that survive fierce competition in Korea gain immense strength when they expand abroad.” This sentiment is echoed by Yoon Sang-hyun, vice chairman of Kolmar Holdings Co., who noted the dynamic consumer behavior in Korea, where brand loyalty is minimal, prompting companies to continually enhance their product offerings.

In tandem with these developments, Amazon is significantly investing in K-beauty, reporting a 70% increase in sales within this category over the past year, which outpaces its overall beauty segment. The US e-commerce giant is set to nurture emerging Korean brands, including APR, by offering tailored support ranging from consulting to advertising incentives and government-linked export subsidies. “To discover mega-sellers like APR, we will expand our support measures,” stated Shin Hwa-sook, CEO of Amazon Global Selling Korea.

As APR embarks on this new venture into biotechnology, its commitment to innovation signals a transformative phase not only for the company but also for the broader K-beauty industry. The integration of advanced medical treatments alongside traditional beauty products could redefine consumer experiences and expectations in skincare and anti-ageing solutions.