Middle East-based consumer startup Amaani has raised $3 million in seed funding from Peak XV’s Surge, marking the venture fund’s first seed-stage and consumer investment in the MENA region.
The fresh capital will be used to scale AÏZA, Amaani’s debut Arab beauty brand, while laying the foundation for a broader portfolio of culturally inspired global beauty labels.
Founded by Shubham Poddar, a former Sequoia India investor, Amaani is building a platform of consumer brands rooted in Arabia.
The company is targeting the $12 billion GCC beauty and personal care market, which is growing at more than 12% annually and ranks among the world’s highest in per-capita beauty spending.
Amaani’s model combines Arab heritage with international innovation, blending regional ingredients such as dates, black seed, and bakhoor with clinical actives sourced from Korea, Japan, and Italy.
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Its first brand, AÏZA, launched online in May 2025 and quickly crossed $2 million in annualised revenue within three months, driven by strong demand across the UAE and Saudi Arabia.
With its positioning, AÏZA is set to compete directly with leading beauty players such as Huda Beauty, Kayali, and The Giving Movement.
