APLB

APLB is a South Korean skincare brand based in Incheon and operated by UL Corporation (유엘코퍼레이션) [1]. The name is read as "A plus B," a reference to the company's stated approach of pairing two carefully chosen active ingredients in a single formula for greater effect. The brand positions itself within the affordable, transparency-focused wing of K-beauty, selling face and body care online in South Korea and through retail partners abroad.

The brand traces back to a company first registered as Media Black (미디어블랙), founded in May 2018, which rebranded to UL Corporation in January 2019 [9]. A separate, unverified web source has cited 2017 as the founding year, but no primary editorial record confirms it; the Korean business database TheVC gives the 2018 date and the rebranding sequence [9]. The company remains privately held, with Park Chul-soon (박철순) listed as chief executive.

APLB describes its founding values as "transparency, honesty, and reasonable prices," framed as a response to what it saw as exaggerated advertising and inflated pricing in the skincare market [3]. The company says it keeps costs down by limiting packaging and marketing spend and concentrating on core ingredients, with clear disclosure of what each product contains. Its retail tagline reads, "The power of two is greater than one," echoing the A-plus-B concept of combining complementary ingredients [5].

In interviews the brand has emphasised plain effectiveness over trend-driven claims. One founder interview summarised the aim as wanting "to provide a solution for everyday skin concerns—to become a brand women can trust and rely on," and described skincare as something that "does not need to be complicated or intimidating to be effective" [8]. Several retailer and editorial profiles characterise the line as gentle and suited to sensitive or acne-prone skin, with a clean-beauty framing that pairs studied actives with botanical extracts [6].

APLB's catalogue is organised around named ingredient pairings rather than individual product names. Its most frequently cited line couples glutathione, an antioxidant associated with brightening, and niacinamide, used for the skin barrier and pores; the Glutathione Niacinamide ampoule serum and facial cream are described across multiple sources as the brand's flagship products [3]. Other lines include Retinol Vitamin C Vitamin E, marketed for wrinkles and elasticity, alongside Collagen EGF Peptide, Azelaic Acid Peptide, and salicylic-acid formulations.

The range spans toners, cleansers, serums, creams, masks, sunscreen, and body care such as lotions and washes, plus collagen-based supplements. Across its profiles the brand and its retailers list hero ingredients including glutathione, niacinamide, peptides, retinol, vitamin C, vitamin E, centella asiatica, propolis, and azelaic acid [7]. APLB states that its products are cruelty-free and made without animal testing, and that it reduces unnecessary packaging, uses recyclable materials, and sources raw materials ethically [3]. Some retailers additionally describe the formulas as dermatologist-tested. The company has said it plans to expand its research into new actives and to develop more personalised skincare using AI and skin-diagnostic tools.

APLB has been the subject of brand profiles and founder interviews in K-beauty editorial and retail outlets, including SKINSIDER, the Australian distributor STYLE STORY, the retailer Kiokii, and the YesStyle blog [8]. It does not appear to have a Wikipedia entry, which is common for independent K-beauty brands of its size.

The brand is active. As of April 2026, TheVC listed UL Corporation as employing 28 people, having added nine staff over the previous year, and reported that APLB's international sales had passed 500,000 US dollars in half-year revenue through online retail partnerships [9]. Products are sold from the brand's own site, which offers international shipping, and through distributors across markets including Australia, the United Kingdom, and the United States. Manufacturing is based in Incheon, South Korea.