Amaani, a consumer startup rooted in Middle Eastern beauty and wellness traditions, has raised $3 million in seed funding to build its debut brand, AÏZA. The round was led by Peak XV’s Surge, earlier known as Sequoia Capital India & SEA, marking its first consumer and seed-stage investment in the MENA region.
Amaani was founded by Shubham Poddar, a former Sequoia India investor who played a key role in expanding the firm’s presence in the Middle East across fintech, foodtech and proptech. With AÏZA, Poddar has set out to create a modern Arab beauty label that blends regional heritage with advanced global formulations.
Launched online in May 2025, AÏZA draws on ingredients deeply tied to Arab culture, including dates, black seed, and bakhoor, while incorporating clinical actives developed in labs across Korea, Japan and Italy. Among its first products are Sukkar Rush, a lip treatment infused with date and honey; Scent Storm, a bakhoor and rose hair mist; and Date Setter, a brow and lash serum using date seed and castor oil.
The brand has already recorded more than $2 million in annualised revenue, buoyed by early traction in the UAE and Saudi Arabia, two of the world’s highest-spending beauty markets. “For decades, the Middle East has powered global brands. The world is now looking here for innovation,” said Poddar.
Industry data highlights the opportunity. The GCC beauty and personal care market is estimated at $12 billion and expanding at over 12 percent annually, according to Peak XV Managing Director GV Ravishankar. With rising digital penetration and growing demand for locally resonant products, Amaani plans to scale AÏZA regionally and globally while building a wider portfolio of brands inspired by Modern Arabia.
