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| yna@yna.co.kr 2026-03-04 13:08:56
SEOUL, March 4 (Yonhap) -- South Korean beauty giant APR said Wednesday its flagship beauty brand Medicube has surpassed 20 million units in cumulative global sales of its toner pad lineup, further expanding its presence in the global skin care market.
According to APR, cumulative domestic and overseas sales of Medicube toner pad products exceeded 20 million units as of December 2025. The figure comes just nine months after the brand reached 10 million units in global cumulative sales in March 2025, meaning an additional 10 million units were sold in a short period as sales volume doubled.
About 70 percent of total sales were generated overseas, underscoring steady global demand for the brand, the company said.
Toner pads are convenient skin care products soaked in toner that are gently wiped across the skin. They provide immediate hydration while allowing users to exfoliate and refine skin texture without the need for separate cotton pads.
As toner pads have emerged as a key category within the global skin care market due to their convenience and efficient user experience, Medicube has been expanding online sales through major e-commerce platforms such as Amazon.
At the same time, the brand has been strengthening its presence in offline retail channels in major countries and pursuing a diversified distribution strategy to broaden consumer touchpoints both online and offline.
Among the lineup, “Zero Pore Pad” recorded the highest sales. The product ranked No. 1 in the overall Beauty & Personal Care category during major Amazon promotional events and the Black Friday shopping season in 2025, demonstrating its competitiveness in the global market.
It has also maintained the top spot in Amazon’s Facial Toners & Astringents category for more than a year, from February 2025 through the first week of March 2026, reflecting stable long-term sales momentum.
In October 2025, following the APEC summit in Gyeongju, White House press secretary Karoline Leavitt, who accompanied the U.S. president on his visit to South Korea, mentioned “Zero Pore Pad” on her personal social media account as a recommended Korean skin care product and revealed that she had purchased it herself, drawing attention from global consumers.
Building on the success of “Zero Pore Pad,” Medicube has sequentially expanded its toner pad lineup with products such as “Deep Vita C Pad,” “Red Succinic Acid Pad,” “Exosome Cica Relief Pad,” “PDRN Gel Pad” and “Kojic Acid Turmeric Vita Toner Pad.”
Through a strategy of segmenting ingredients and functions, the brand aims to address diverse skin concerns and broaden consumer choices within the category.
An APR official said surpassing 20 million units in sales reflects Medicube’s continued efforts to strengthen product competitiveness in the toner pad market.
“We will further solidify our position as a global skin care brand by introducing differentiated products based on global consumer demand,” the official said.
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