Korean skincare brand AXIS-Y has expanded its presence across the Gulf with launches in Kuwait and Bahrain through Korea Town by Boutiqaat.
It officially entered both markets on August 20, with Kuwait serving as the focus of a three-day launch activation bringing together around 230 guests, including around 70 celebrities and creators from across the GCC.
According to the brand, the launch strengthens its retail presence in the region, with dedicated physical installations in both markets, including a custom-designed Brand House and animation table displays.
AXIS-Y is the first brand to introduce a dedicated Brand House experience through Korea Town by Boutiqaat, creating a retail environment where consumers can engage with the brand and its product portfolio.
The launch will feature two of AXIS-Y’s key products, the Dark Spot Correcting Glow Serum and Vegan Collagen Eye Serum, alongside its wider portfolio of 100% vegan certified skincare.
The Kuwait activation is designed to bring the brand’s positioning and product range into a physical setting, with media, creators, beauty consumers and industry guests invited to experience the brand.
The expansion into Kuwait and Bahrain is part of AXIS-Y’s wider strategy to increase accessibility across the GCC, with the brand positioning climate, lifestyle and individual skin needs as central to its approach to skincare.
An AXIS-Y spokesperson from the MENA marketing team says: “Kuwait and Bahrain represent important markets in AXIS-Y’s continued growth across the GCC, where climate, lifestyle, and individual skin needs strongly influence how consumers approach skincare. Our expansion with Korea Town by Boutiqaat is about more than increasing our retail footprint; it reflects our long-term commitment to becoming more accessible while building meaningful connections with local communities.
“By combining stronger retail visibility with immersive offline experiences, we want consumers to not only discover AXIS-Y products, but also understand the climate-inspired philosophy behind our brand. We see significant long-term potential across the GCC, and this launch marks another important step in building a locally connected AXIS-Y presence across the region.”