K-Beauty Innovators: A Conversation with Korean Skincare brand APLB

Do you love affordable Korean skincare? If the answer is yes, then you’re going to love K-beauty brand APLB. Known for its effective, no-nonsense formulas that target real skin concerns and help you achieve that coveted glass skin glow, APLB is a brand worth discovering. We caught up with the APLB team to learn more. Here’s our exclusive conversation with the CEO of the brand - and a behind-the-scenes look with Skinsider.

Brand Story & Origins

Skinsider Team: Thank you for finding the time to share the story of APLB. Can you tell us the story behind the founding of APLB? What inspired you to start the brand?

• APLB Team: APLB was founded with transparency, honesty, and reasonable prices as its core values. At the time, we were aware of the unnecessary exaggerated advertising and high prices in the skincare industry, and wanted to create a brand that honestly discloses effective ingredients and provides them at a reasonable price. We aimed to increase consumers’ accessibility to skincare by reducing unnecessary packaging and marketing costs and focusing on core ingredients.  

Skinsider Team: What does the name “APLB” stand for, and what meaning does it carry for the brand?

• APLB Team: APLB stands for A PLUS B, which reflects our core philosophy. We develop Korean cosmetics using two main active ingredients, A and B, that are carefully selected for their proven efficacy and synergy. We think deeply about what people actually need, and from there, create formulas that combine A(Customer) + B(Brand), A(Natural ingredients) + B(Functionality), and A(Value) + B(Quality). The “A + B” formula drives every product formulation. 

Philosophy & Product Development

Skinsider Team: APLB is known for combining skincare science with natural ingredients. How do you strike that balance during product development? 

• APLB Team: APLB focuses on using proven active ingredients based on skincare science and natural ingredients, while avoiding unnecessary complex formulations. In the product development process, we give top priority to scientific research results, and our formulations are developed based on clear data on the efficacy and safety of each ingredient. This approach ensures a harmonious blend of natural ingredients and skincare science to deliver the best possible results to our customers. 

Skinsider Team: What values or principles guide your approach to skincare formulations?

• APLB Team: APLB values transparency, efficacy, and reasonable pricing as the cornerstones of our skincare formulations. We clearly disclose the main ingredients and contents of the product and use ingredients with proven efficacy through scientific research. We also strive to provide high-quality products at reasonable prices by reducing unnecessary costs. 

Skinsider Team: Which ingredients are core to APLB’s identity, and why?

• APLB Team: The core ingredients that define APLB’s identity are diverse, so rather than focusing on a single ingredient, we emphasize using clear and effective active ingredients that deliver visible results for each product. Some examples would be niacinamide (strengthening the skin barrier, improving troubles), hyaluronic acid (moisturizing), retinol (improving wrinkles, regenerating skin), azelaic acid (improving troubles, redness), or AHA/BHA (removing dead skin cells). These are all key ingredients found in our products. APLB focuses on using single or core ingredients that target specific skin concerns and works to maximize their effectiveness. 

Skinsider Team: How does the brand cater to sensitive or problematic skin types?

• APLB Team: APLB offers a wide range of products to suit different skin types and concerns. We have products with ingredients for sensitive skin, such as “GLUTATHIONE NIACINAMIDE” and “AHA BHA PHA CENTELLA”, which can help with mild moisturizing and strengthening the skin barrier. 

For problematic skin, products with ingredients like “SALICYLIC ACID BHA ARBUTIN” and “AZELAIC ACID PEPTIDE” can help with acne and manage skin’s excessive sebum production.  

However, since reactions to certain ingredients may vary depending on individual skin conditions, we always recommend our customer to perform a patch test before use.

Hero Products

Skinsider Team: What are your best-selling or most iconic products to date, and what makes them stand out?

• APLB Team: Our signature product line is the “GLUTATHIONE NIACINAMIDE” line. These products are loved by many for the key benefits such as brightening, soothing, moisturizing, and improving skin tone, all while being reasonably priced. We have also confirmed through testing that this line is hypoallergenic, making it ideal for all skin types, even the most sensitive.  

In addition to the “GLUTATHIONE NIACINAMIDE” products, our “RETINOL VITAMIN C VITAMIN E” products are well known for their excellent wrinkle care and focus on improving skin elasticity, is another popular and representative range of APLB.  

All of these products clearly show our brand philosophy of honestly revealing the efficacy of key ingredients and providing them at a reasonable price. 

Sustainability & Ethics

Skinsider Team: Consumers are increasingly looking for ethical and sustainable brands. How is APLB responding to that demand?

• APLB Team: We strive to minimize our impact on the environment by reducing the use of unnecessary packaging materials and using recyclable materials. We also focus on sourcing raw materials and managing the production process in an ethical manner to fulfil our social responsibility. 

Skinsider Team: Is APLB cruelty-free? Do you have any plans to expand on this aspect of the brand?

• APLB Team: APLB is proudly a cruelty-free brand, and we do not test on animals. We take our ethical responsibility for animal welfare seriously and plan to continue this effort in the future. Many of our team members are animal lovers and own pets, which strengthens our dedication to kindness and compassion in everything we do. 

Skinsider Team: What do you think sets K-beauty - and APLB in particular - apart in the global skincare space?

• APLB Team: In the global skincare market, K-beauty is celebrated for its innovative approach; however, prices often reflect the premium cost of this innovation. APLB has rapidly expanded worldwide by combining the innovation K-beauty is known for with transparency about our key ingredients, all while maintaining affordable and fair pricing. Instead of focusing solely on unique concepts for marketing, we prioritize delivering high-quality products that are accessible to a broader audience. Our approach blends the best of both worlds, while offering consumers a wider variety of choices. 

I believe the pursuit of innovation and unique concepts by K-beauty has undeniably advanced skincare, but it is equally important to offer that innovation at an honest and reasonable price, an approach I am committed to delivering through APLB.  

Innovation & Trends

Skinsider Team: Are there any skincare trends or innovations that excite you right now?

• APLB Team: I think that one of the most interesting skincare trends right now is “personalized skincare tailored to an individual’s skin condition.” As AI and skin diagnostic technologies continue to advance, we're seeing more products and solutions that analyse individual skin data and tailor ingredients and formulations to match those specific needs. APLB is keeping an eye on this trend and looking for ways to provide more personalized skincare solutions in the future. 

Future Plans

Skinsider Team: Can you share any upcoming product launches or innovations customers can look forward to?

• APLB Team: We will continue to focus on delivering effective products made with core ingredients at reasonable prices. Moving forward, we plan to expand our research and development into new active ingredients and introduce product lines that address a wider range of skin concerns. We are also committed to providing transparent information about the efficacy and safety of our products by conducting test, while strengthening our efforts toward sustainability. Above all, we aim to reward our customers with honest, effective skincare that truly supports their skin health.