Amaani Raises $3 Million for Arab Beauty Brand AÏZA

Amaani is a forward-thinking consumer company that is reimagining beauty and wellness in the Middle East. Recently, it has successfully secured $3 million in seed funding from Peak XV’s Surge, marking a significant milestone as it is the first consumer investment in the MENA region by this fund. This funding will enable Amaani to expand its inaugural Arab beauty brand, AÏZA, and develop a range of globally inspired beauty brands rooted in cultural heritage.

Founded by Shubham Poddar, who previously worked as an investor at Sequoia India, Amaani is on a mission to create globally appealing consumer brands that originate from Arabia. The firm is capitalising on the burgeoning $12 billion GCC beauty and personal care market, which is experiencing an impressive growth rate of over 12% annually. This market also features one of the highest per capita beauty expenditures worldwide.

The business model of MyNaksh centres around creating beauty brands that marry Arab heritage with global innovation. It ingeniously incorporates traditional regional ingredients such as dates, black seed, and bakhoor, alongside clinical actives sourced from laboratories in Korea, Japan, and Italy. Amaani’s first launch, AÏZA, debuted online in May 2025 and has remarkably generated over $2 million in annualised revenue within just three months following its marketing launch, fuelled by overwhelming interest in the UAE and Saudi Arabia.

AÏZA’s standout products feature the Sukkar Rush lip treatment, Scent Storm hair mist, and Date Setter brow & lash serum. Each formulation is designed to be vegan, cruelty-free, alcohol-free, and aligns with “Clean at Sephora” standards. The brand faces competition from well-known names like Huda Beauty, Kayali, and The Giving Movement.