Korea Town by Boutiqaat Welcomes AXIS-Y, Accelerating the Future of K-Beauty Across the GCC and the Middle East

• A strategic partnership strengthening the region's leading destination for Korean beauty
• ⁠Bringing globally loved Korean skincare closer through a seamless customer experience
• ⁠A long-term vision to shape the next chapter of K-Beauty in the Middle East

HAWALLY, Kuwait, Sept. 16, 2026 /PRNewswire/ -- Korea Town by Boutiqaat proudly announces the official launch of AXIS-Y, one of Korea's most recognized skincare brands, marking another milestone in its mission to bring the latest innovations in Korean beauty closer to customers across the GCC and the Middle East. Renowned for its ingredient-focused philosophy and climate-inspired formulations, AXIS-Y further reinforces Korea Town's position as the region's premier K-beauty destination.

Korea Town's expansion strategy continues to gain momentum with nine stores in Kuwait, the recent opening of its flagship in The Avenues, Bahrain, and the upcoming launch of a new store in Qatar. As part of this regional growth, AXIS-Y will be introduced across additional Korea Town locations, ensuring greater accessibility for skincare enthusiasts throughout the Gulf.

Looking ahead, Korea Town by Boutiqaat aims to expand its regional presence by the end of 2027 through new store openings, strategic K-beauty partnerships, and stronger offline-to-online customer experiences, building the GCC's most connected and inspiring K-beauty ecosystem.

Souha Hasan, General Manager of Korea Town by Boutiqaat, said: "Our partnership with AXIS-Y represents more than a brand launch—it reflects Korea Town's long-term vision of making authentic Korean beauty more accessible across the GCC and the Middle East. As we continue expanding our retail footprint, we remain committed to delivering an integrated omnichannel experience that connects customers with the very best of K-Beauty."

The partnership introduces AXIS-Y through a seamless customer journey combining immersive retail experiences, brand activations, and digital accessibility. Customers can discover the brand across Korea Town stores while also shopping the full AXIS-Y range online through Boutiqaat, expanding convenient access across the GCC and the Middle East.

Globally recognized for its innovative skincare and hero products such as the Dark Spot Correcting Glow Serum, AXIS-Y delivers targeted solutions for dark spots, uneven skin tone, sensitivity, dehydration, and skin barrier health. Its climate-conscious approach makes the brand highly relevant to today's discerning beauty consumers and a new generation of skincare enthusiasts.

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SOURCE Boutiqaat Group For Perfumes & Beauty Products