Amaani, a UAE-based beauty and wellness company, has successfully raised $3 million in a seed funding round to launch its debut brand, AÏZA. The investment was led by Peak XV’s Surge, marking the venture capital firm’s first consumer and seed investment in the MENA region.
Blending Heritage With Global Innovation
AÏZA, which launched online in May 2025, is a beauty brand that merges Arab heritage with global cosmetic innovation. Its formulations feature regional ingredients such as dates, black seed, and bakhoor, which are combined with clinical actives developed in leading laboratories in Korea, Japan, and Italy. The brand’s hero products include Sukkar Rush, a lip treatment with date and honey, and Scent Storm, a bakhoor and rose hair mist. All AÏZA products are vegan, cruelty-free, alcohol-free, and meet “Clean at Sephora” standards.
Strong Market Traction and Vision
Founded by Shubham Poddar, a former investor at Sequoia India, Amaani aims to create global beauty brands that originate from Arabia. The company has already demonstrated significant market appeal, with AÏZA surpassing $2 million in annualized revenue within just three months of its marketing launch, driven by strong consumer demand in the UAE and Saudi Arabia. “The GCC beauty and personal care market is already a $12B industry,” said GV Ravishankar, Managing Director at Peak XV. “We believe the region is now primed to produce the next wave of culturally resonant, globally admired consumer brands. Amaani is well positioned to lead this movement.”
Future Growth and Expansion
The newly secured capital will be used to scale the AÏZA brand both regionally and globally. Amaani plans to expand its distribution channels from online to physical retail while also developing a portfolio of future brands that continue to celebrate and reimagine Modern Arabia for a worldwide audience.
About Amaani
Amaani is a new-age consumer company focused on reimagining beauty and wellness from the Middle East for a global audience. Founded by Shubham Poddar, its mission is to build brands that capture the spirit of a rising region and its cultural heritage. AÏZA is the company’s debut beauty brand.
Source: Wamda
