Amaani, a consumer venture reimagining beauty and wellness from the Middle East, has secured $3 million in seed funding from Peak XV’s Surge, marking the fund’s first-ever seed and consumer investment in the MENA region.
The capital will be used to scale Amaani’s debut brand AÏZA and expand its portfolio of Arab-inspired global beauty labels.
Founded by Shubham Poddar, former Sequoia India investor, Amaani is positioning itself at the intersection of cultural heritage and global innovation. The startup is tapping into the fast-growing $12 billion GCC beauty and personal care market, which is expanding at over 12% annually and has one of the world’s highest per-capita beauty spends.
Amaani’s playbook blends traditional regional ingredients such as dates, black seed, and bakhoor with clinical formulations developed in Korea, Japan, and Italy, creating products that resonate locally while appealing globally.
Its flagship brand AÏZA, launched online in May 2025, has already reached $2 million in annualised revenue within three months, with strong traction in UAE and Saudi Arabia.
Hero products include the Sukkar Rush lip treatment, Scent Storm hair mist, and Date Setter brow & lash serum. All formulations are vegan, cruelty-free, alcohol-free, and meet Clean at Sephora standards.
With this positioning, Amaani is carving space in a competitive landscape featuring Huda Beauty, Kayali, and The Giving Movement.
By: Arushi Agarwal
