THE WHAT?  APR has expanded into India through the launch of its Medicube skincare brand on Nykaa, the country’s leading beauty platform.

THE DETAILS The company has signed a strategic partnership with Nykaa, marking its official entry into the Indian market. Medicube products are now available via Nykaa’s online platform, with plans to roll out into offline retail stores across India later in the first half of the year.

The launch introduces key product lines including Zero, PDRN, Collagen and Deep Vita C, alongside hero products such as Collagen Jelly Cream and PDRN Pink Collagen Gel Mask.

India’s beauty and personal care market is projected to grow from US$28 billion in 2024 to around US$34 billion by 2028, driven by a rising middle class and expanding e-commerce landscape, making it a key target for global beauty brand

THE WHY? The move allows APR to tap into India’s fast-growing beauty market and establish a new engine for global growth following its success in other regions.

Source: Korean Times

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