'BoB Forum Speaker' APR CEO Byunghoon Kim: "K-Beauty Evolving Into a Realm of Trust and Validation"

First K-Beauty CEO to Take the Stage
APR Presents Its Vision for the Future of Beauty
Introducing "Democratizing Longevity"

APR announced on the 28th that CEO Byunghoon Kim attended the prestigious 'The Business of Beauty Global Forum 2026 (BoB)' as a speaker and showcased the innovative spirit of K-beauty.

Byunghun Kim, CEO of APR (right), is having a discussion at 'The Business of Beauty GLOBAL FORUM 2026'. Courtesy of APR

Kim participated as a speaker at the BoB Global Forum 2026, held at Stanly Ranch in Napa Valley, California, USA, from June 24 to 26 local time.

This forum is a premium conference hosted by the global fashion and beauty media outlet Business of Fashion (BoF). Each year, more than 150 industry leaders—including executives from beauty companies, investors, and retailers—gather to discuss industry trends and future strategies. Among CEOs of K-beauty companies, Kim is the first to be invited as a speaker at this event.

On the first day of the forum, Kim took part in a Fireside Chat session with Priya Rao, Executive Editor of Beauty at BoF, discussing "The Secret to K-Beauty's Resurgence." Kim shared the founding philosophy of APR, the company's growth driven by technological innovation, his perspectives on the current beauty industry, and the strengths of K-beauty.

Kim assessed, "While the past popularity of K-beauty stemmed from its 'freshness,' such as unique formulations and ingredients, today's K-beauty is evolving into a realm of 'trust and validation' by integrating science and technology."

He highlighted APR's core competitiveness as its robust beauty tech infrastructure built on extensive customer data. APR operates brands with distinct identities, such as the derma-cosmetic brand 'Medicube,' the beauty device brand 'Medicube AGE-R,' and the gentle skincare brand 'Aprilskin.' Despite their unique focuses, these brands organically share research and development capabilities, infrastructure, and customer data, resulting in efficient growth.

Kim presented "Democratizing Longevity" as the future keyword for the beauty industry envisioned by APR. He explained, "Longevity is not just about living longer, but about maintaining optimal condition and confidence for a better quality of life. It is about lowering entry barriers and costs so that more people can experience this."

An APR representative commented, "CEO Byunghoon Kim's participation in this forum served as an opportunity to reaffirm APR's elevated status as a leading K-beauty company," adding, "We will continue to set new standards in the global beauty industry through differentiated beauty tech capabilities."

This content was produced with the assistance of AI translation services.