Amaani’s $5 Million Series A Funding for AÏZA Beauty and Wellness Products
Amaani, an innovative consumer company transforming beauty and wellness from the Middle East, which is the owner of AÏZA, has secured $5 million in a Series A funding round led by BECO Capital, with contributions from Homegrown Ventures and Peak XV’s Surge. This recent funding increases Amaani’s total investments to $8 million, following a $3 million seed funding round from Peak XV’s Surge last year.
The newly acquired capital will be directed towards expanding AÏZA throughout the GCC, with a particular emphasis on Saudi Arabia. The brand is expected to make its debut in Ulta Beauty stores in Jeddah and Riyadh by the end of September, while launches in Kuwait and Qatar are on the agenda for the fourth quarter.
AÏZA: A Unique Skincare and Haircare Brand
Founded in Dubai in 2023 by Shubham Poddar, AÏZA was officially launched in December 2024, offering a range of skincare and haircare products that draw inspiration from the beauty practices and ingredients of the Arab world. The brand incorporates natural components such as dates, black seed, frankincense, rose, and bakhoor, with formulations crafted in laboratories in Korea, Japan, and Italy.
Hero Products and Eco-Friendly Standards
The standout products from AÏZA 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 align with the “Clean at Sephora” standards.
The company reports that AÏZA’s net revenue surged more than 9 times year-on-year in the first half of 2026 as it transitioned from an online-centric business to retail expansion. Currently, the brand is accessible through its official website, Ounass, and Ulta Beauty in the UAE, where it holds a position among the top 10 brands in a competitive market of over 300 global and regional names.
AÏZA faces competition from recognised players such as Huda Beauty, Kayali, and The Giving Movement.