APR expands to India with Medicube launch on major beauty platform

APR's brand Medicube is promoted on electronic billboards at Times Square in New York. Courtesy of APR

By Lee Gyu-lee

• Published Mar 16, 2026 4:13 PM KST

Beauty device and cosmetics company APR is launching its leading skin care brand, Medicube, on India’s largest beauty platform Nykaa, marking the company’s entry into the Indian market.

The company announced Monday that it signed a strategic partnership with Nykaa as part of its broader expansion strategy targeting the country’s fast-growing beauty sector.

India is one of the world’s largest consumer markets, with the beauty and personal care industry rapidly growing in recent years, driven by a rising middle class and the expansion of digital commerce.

Its beauty and personal care market is projected to grow from $28 billion in 2024 to about $34 billion by 2028, according to the India Brand Equity Foundation.

Through its Nykaa launch, Medicube is introducing some of its best-selling product lines, including the Zero, PDRN, Collagen and Deep Vita C lines.

APR plans to focus on the brand’s four flagship products that are currently driving its global sales, including Collagen Jelly Cream and PDRN Pink Collagen Gel Mask.

“India represents a massive growth opportunity, with its 1.5 billion population making it a next-generation market drawing interest from global brands,” a company official said.

“Through our strategic partnership with Nykaa, India’s leading beauty platform, we aim to introduce our differentiated skin care technology to local consumers and secure a new engine of global growth following our success in the United States and Japan.”

The products are now available on Nykaa’s online platform, with plans to expand into offline stores nationwide later in the first half of the year.