Amaani, the Dubai-based consumer company behind Middle Eastern beauty brand AÏZA, has secured US$5 million in a Series A funding round. The investment was led by BECO Capital, with participation from Homegrown Ventures and Peak XV's Surge. This brings Amaani's total funding to US$8 million and supports the company's next phase of expansion.
Series A Funding and Investor Confidence
BECO Capital led the round after tracking the Gulf beauty and personal care category since 2023, waiting for a founder who could build a real brand from the region. Homegrown Ventures and existing investor Peak XV's Surge participated, signaling strong confidence in Amaani's execution and product quality. The company had previously raised US$3 million in Seed funding from Peak XV's Surge, and the new capital will support expansion across Saudi Arabia, Kuwait, and Qatar, alongside investment in product development, talent, and technology.
Brand Origins and Product Philosophy
Amaani was founded in Dubai in 2023 by Shubham Poddar, with AÏZA launching in December 2024. The brand creates skincare and haircare products inspired by Arab ingredients and rituals, including dates, black seed, frankincense, rose, and bakhoor. Formulations are developed with laboratories in Korea, Japan, and Italy and meet Clean at Sephora standards.
Product Portfolio and Standards
AÏZA's hero products include the Sukkar Rush lip treatment, Scent Storm hair mist, and Date Setter brow and lash serum. The formulations are vegan, cruelty-free, and alcohol-free, and they meet Clean at Sephora standards. These qualities help the brand compete with established global players while staying anchored in regional beauty traditions.
Technology and Operational Discipline
The company operates through a digital-first model that helps it learn quickly and scale efficiently across markets. Its team applies technology and artificial intelligence to creative testing, customer analytics, performance marketing, and operational planning. Founder Shubham Poddar has brought a technology-driven discipline to a beauty category that has traditionally been led by branding.
Retail Momentum and Market Recognition
In the first half of 2026, AÏZA's net revenue grew more than 9 times year over year as the brand expanded from an online-first business into regional retail. The brand is currently available through its website, Ounass, and Ulta Beauty in the UAE, where it ranks among the top 10 of more than 300 global and regional brands. AÏZA also became the first and only Middle Eastern brand named to BeautyMatter's NEXT50 list.
Expansion Strategy Across the GCC
Saudi Arabia will be the immediate priority in the next phase of expansion. AÏZA is set to launch with Ulta Beauty at Red Sea Mall in Jeddah and Riyadh Park in Riyadh at the end of September, while Kuwait and Qatar are expected to follow in the fourth quarter. The company aims to deepen its UAE presence as it builds a broader regional footprint.
Competitive Landscape and Vision
AÏZA competes with regional and global beauty players such as Huda Beauty, Kayali, and The Giving Movement. Founder Shubham Poddar left Sequoia Capital India with the conviction that the Middle East needed globally ambitious brands built around its own beauty culture. Investors have praised the team for combining authentic regional storytelling with repeat customer engagement and strong retail execution.
With this Series A round, Amaani is positioned to accelerate AÏZA's expansion across the GCC and invest in long-term capabilities. The brand's rapid revenue growth, retail partnerships, and regional authenticity highlight its potential to reshape the Middle Eastern beauty market. The company now moves from a promising UAE launch toward a broader regional footprint and global ambition.