Amaani, a new-age consumer company reimagining beauty and wellness from the Middle East, has raised $3 million in a seed funding round led by Peak XV’s Surge (formerly Sequoia Capital India & SEA), marking their first consumer and seed investment in the MENA region.
The funds raised will be used to scale its debut Arab beauty brand AÏZA and build a portfolio of culturally rooted global beauty brands.
Founded by Shubham Poddar, Amaani is a Dubai-based company on a mission to build new-age consumer brands from the Middle East.
Its debut brand AÏZA is a premium skincare and haircare brand inspired by the rich heritage, ingredients, and rituals of Arabia – reimagined for the modern world.
Launched online in May 2025, AÏZA blends Arab heritage with global innovation, using regional ingredients like dates, black seed, and bakhoor, combined with clinical actives, and crafted in leading labs in Korea, Japan, and Italy. Its hero products include Sukkar Rush, a high-shine lip treatment with date and honey; Scent Storm, a bakhoor & rose hair mist inspired by Arab fragrance rituals; and Date Setter, a brow & lash serum with date seed and castor oil.
In just three months of marketing launch, AÏZA has surpassed $2 million in annualized revenue, fueled by strong consumer traction in UAE & Saudi Arabia.
Shubham Poddar, Founder & CEO of Amaani, said, “For decades, the Middle East has fueled the success of global brands. But the world is now looking toward the Middle East – not just for inspiration, but for innovation. Amaani is our way of answering that call. Amaani means ‘wishes and aspirations’ in Arabic, and that’s exactly what we’re building: brands that capture the spirit of a rising region and speak to the world. With the region boasting among the highest per capita beauty spend globally, growing online penetration, and an increasing demand for local relevance, Amaani is poised to meet a generational shift in how consumers shop and what they seek: brands that reflect their identity, values, and aspirations.”
GV Ravishankar, Managing Director at Peak XV, said, “The GCC beauty and personal care market is already a $12B industry, growing at over 12% annually, with some of the highest per capita spends globally. 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.”
