K-Beauty Brand APR Makes Full-Scale Entry into India

Pursuing entry into Walmart and other stores in the USA
Expanding offline distribution in Europe as well

APR, Korea’s No. 1 cosmetics (beauty) company, is to diversify its overseas expansion strategy by entering the Indian market with its population of 1.5 billion, backed by APR’s popularity in the United States. The company plans to expand its offline distribution network in Europe and move away from the online-centric approach to enter offline stores such as Walmart in the United States.

APR announced that it has partnered with NYKAA, India’s largest beauty platform, and began online-sales of its cosmetics brand, Medicube. APR plans to enter NYCAA’s offline stores in the first half of this year to establish a simultaneous online and offline sales system.
It is important for APR to target global markets since it makes about 80% of its sales overseas. The company’s main strategy this year is to diversify its markets and sales channels. In the European market, the company has successfully entered offline stores in the UK, France, and Germany. This year, it plans to expand its online sales network. Additionally, it is pursuing entry into large offline channels in Italy, Spain, Finland, Denmark, and Romania.

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