APR's Medicube opens permanent store at Mexico's Palacio de Hierro

APR announced Wednesday that its beauty brand Medicube has opened a permanent store at a premium department store in Mexico City, marking a further expansion of its offline presence in the country.

The store is located at the Satélite branch of Palacio de Hierro, in the northwestern part of Mexico City. Palacio de Hierro is one of Mexico's leading premium department store chains.

The Satélite branch is a flagship location housing a wide range of global brands and has recently been strengthening its premium beauty offerings. Earlier this year, Medicube ran a standalone pop-up at the Oasis shopping center in the Coyoacán area of Mexico City, drawing a positive response from local consumers.

The opening marks the first time a K-beauty brand has entered any store in the Palacio de Hierro group, a distinction the company said gives the move particular significance. The store will initially carry key products including the PDRN Pink Peptide Ampoule, PDRN Gel Pad, Collagen Night Wrapping Mask and AGE-R Booster Pro X2, with plans to expand the product lineup over time.

APR has consistently broadened its retail footprint in Mexico through major distribution channels. It completed rollouts into all Sephora and Costco stores in the country in December last year. This year, it further expanded its reach through warehouse retail channels Sam's Club and Ulta Beauty. Across all these channels, Medicube offers its skincare products and beauty devices together.

APR plans to continue expanding its offline retail presence in Mexico. Later this month, it is set to open an additional store at the Palacio de Hierro Coyoacán branch.

"Demand for K-beauty is surging across Latin America, with cosmetics imports from major countries in the region surpassing $100 million for the first time in two years," an APR official said. "We will sustain our global growth momentum in Mexico — where online and offline markets are expanding in tandem — by diversifying our distribution infrastructure through premium department store entry and strategically expanding our footprint to meet local demand."