Medicube, the K-beauty sensation led by APR Corp., is accelerating its expansion in the United States after reporting a more than 250 percent jump in U.S. sales to ₩980 billion (USD 670 million) in the first nine months of 2025. Riding the wave of viral social commerce and blockbuster demand for its home beauty devices, Medicube is now in active talks with Walmart and Sephora as it seeks to expand beyond its current e-commerce dominance and partnership with Ulta Beauty.
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Blockbuster U.S. Sales, Viral Channels, and Off-the-Charts Growth
- Medicube’s U.S. retail sales soared 250% year-over-year to nearly $670 million from January to September 2025, with major momentum coming from digital platforms like Amazon and TikTok Shop.
- Internationally, Medicube’s AGE-R beauty devices crossed 5 million units sold globally as of September 2025, powered by a fully internalized production chain at APR’s own factory and viral online demand.
- Over 50% of beauty device sales are now from overseas, and in the U.S., Medicube represents about 39% of total company revenue—with over KRW150 billion (USD 102 million) in quarterly sales driven by Amazon and key shopping holidays.
From E-Commerce to Big Box Retail
- Ulta Beauty remains Medicube’s primary brick-and-mortar partner, but limited physical shelf presence prompted APR to seek deeper U.S. exposure through Walmart and Sephora.
- Expanding offline is now a strategic priority to hedge against e-commerce volatility and escalating import tariffs on K-beauty products, which could increase costs by up to 25% from July 2025.
Viral Pop-Ups, Factory Control, and Tech-Driven Innovation
- Medicube’s Broadway pop-up in New York drew more than 12,000 visitors and showcased interactive experiences, reflecting its marketing focus on local engagement while educating about its device technology.
- By operating the APR Factory, Medicube controls every aspect of R&D, production, and distribution, ensuring quality and nimbleness in a fast-evolving global beauty landscape.
