Business · Markets · 3 hrs ago
Korea Investment & Securities expects APR shares to recover as uncertainty eases
APR is a South Korean beauty company whose shares have faced pressure amid concerns about its financial results.
Korea Investment & Securities expects the shares to recover and kept its buy rating and target price of 520,000 won.
The brokerage said APR’s early adoption of a new accounting standard changed where some costs are recorded, making its results harder for the market to assess.
Currency movements have also affected revenue and operating profit, while making some foreign-exchange costs difficult to estimate.
The analyst expects APR’s strong growth to offset some negative currency effects and forecasts that third-quarter operating profit will not fall below the brokerage’s estimate.
After Amazon’s Prime Big Deal Days on October 6 and 7, APR products reached a record number of beauty-category rankings on Amazon in major markets.
The brokerage sees this as a positive sign, but no further company results or next steps are stated.
Korea Investment & Securities maintained its buy rating and 520,000-won target price for APR, expecting its shares to recover as uncertainty eases.
The target price implies 39.97% upside from APR’s closing price on the previous trading day, October 8.
Analyst Kim Myeong-ju said currency effects and the early adoption of IFRS 18 had heightened market concerns about APR’s earnings.
The brokerage expects strong sales growth to offset some negative currency effects and forecasts third-quarter operating profit will not fall below its estimate.
APR products reached a record number of rankings in Amazon beauty categories after the October 6–7 Prime Big Deal Days.
- Who
- Korea Investment & Securities and its analyst Kim Myeong-ju assessed APR.
- What
- The brokerage maintained its buy rating and 520,000-won target price, expecting the shares to recover as uncertainty eases.
- When
- The report was issued on October 12, 2026.
- Where
- Not stated
- Why
- The brokerage said concerns about earnings had weighed on the shares, but strong sales growth and APR’s Amazon rankings supported its outlook.
This story does not have two clearly opposing sides.
We expect the share price to recover as uncertainty eases.
APR's performance was outstanding.
Immediately after Amazon Prime Big Deal Days ended, the number of APR products ranked in the beauty categories on Amazon in major countries reached an all-time high.
APR began adopting IFRS 18 early, bringing some costs previously recorded as non-operating expenses into operating profit.
Amazon held Prime Big Deal Days in the United States and most other countries.
APR products ranked in Amazon beauty categories in major countries reached a record number.
APR’s closing share price provided the reference for the brokerage’s stated 39.97% upside.
Korea Investment & Securities maintained its buy rating and 520,000-won target price for APR.
- Target price
- 520,000 won
- Investment rating
- Buy, maintained
- Implied upside
- 39.97% from the October 8 closing price
- Third-quarter operating profit estimate
- 183.1 billion won
- Amazon Prime Big Deal Days
- October 6–7
- APR product rankings
- Record number in Amazon beauty categories in major countries
Sources
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