APR advertises Medicube in New York’s Times Square in this October 2025 photo. Courtesy of APR
Amazon and Ulta Beauty are fueling APR’s sales growth in the United States with Medicube, the signature cosmetics and beauty device brand of the major Korean beauty company.
Amazon has been driving Medicube’s growth in local market share through its e-commerce platform, while Ulta Beauty, has been promoting the brand through its extensive nationwide network of offline stores, offering customers opportunities to experience the products in person.
APR said Thursday that its sales in Amazon’s beauty category surged 432 percent last year from a year earlier. Among the most popular items were the Zero Pore Pad, Collagen Wrapping Mask and PDRN Gel Mask.
Ulta Beauty began selling Medicube products last August at its 1,500 brick-and-mortar stores across the country, as well as on its online platform. The brand now offers 18 types of cosmetics and beauty devices, up from 12 at launch. By the end of last year, Medicube’s sales at Ulta Beauty stores had jumped 312 percent.
According to APR, Ulta Beauty’s physical stores cater to local consumers in ways e-commerce platforms cannot. In addition to providing opportunities to experience Medicube’s K-beauty products, store visitors received consultations and were able to test various cosmetic and skin care products.
APR said the in-store environment helped build public trust in Medicube through hands-on experience.
Medicube currently ranks first in sales in Ulta Beauty’s skin care category on the retailer’s e-commerce platform. Including offline sales, it recorded the second-highest overall sales among brands carried by the U.S. beauty retailer.
“Medicube has achieved structural growth through Amazon. By providing hands-on customer experiences at Ulta Beauty’s offline stores, the brand has strengthened trust among local consumers,” an APR official said.
