September 16, 2025 — Amaani, a consumer company creating beauty brands rooted in Middle Eastern heritage, has secured $3 million in seed funding for its debut brand AÏZA. The round was led by Peak XV’s Surge (formerly Sequoia Capital India & SEA), marking the venture capital firm’s first consumer and seed investment in the MENA region.
Founder’s Vision for Global Arab Beauty
Founded by Shubham Poddar, a former Sequoia India investor who spearheaded the firm’s Middle East expansion across fintech, foodtech, and proptech sectors, Amaani is positioned to create globally recognized beauty brands that celebrate Arabian culture and innovation.
“The Middle East has long been a consumer of global brands, but now the world is looking to our region for inspiration and innovation,” said Shubham Poddar, Founder & CEO of Amaani. “Amaani—meaning ‘wishes and aspirations’ in Arabic—represents our commitment to building brands that capture the rising spirit of this region while speaking to a global audience.”
Poddar emphasized the market opportunity: “With the Middle East boasting some of the world’s highest per capita beauty spending, rapidly growing digital adoption, and increasing demand for culturally relevant products, we’re meeting a generational shift toward brands that reflect consumers’ identity and values.”
Strong Early Performance and Product Innovation
Since launching online in May 2025, AÏZA has achieved impressive market traction, surpassing $2 million in annualized revenue within three months of its marketing launch, driven primarily by strong consumer response in the UAE and Saudi Arabia.
The brand differentiates itself by combining traditional Arab ingredients—including dates, black seed, and bakhoor—with clinical actives, manufactured in premium facilities across Korea, Japan, and Italy. AÏZA’s signature product lineup includes:
- Sukkar Rush: A high-shine lip treatment featuring date and honey extracts
- Scent Storm: A bakhoor and rose hair mist inspired by traditional Arab fragrance rituals
- Date Setter: A brow and lash serum formulated with date seed and castor oil
Market Opportunity and Investor Confidence
GV Ravishankar, Managing Director at Peak XV, highlighted the regional market potential: “The GCC beauty and personal care market represents a $12 billion industry growing at over 12% annually, with some of the world’s highest per capita spending. We believe the region is perfectly positioned to produce the next generation of culturally resonant, globally admired consumer brands, and Amaani is well-positioned to lead this transformation.”
Brand Standards and Market Presence
AÏZA maintains rigorous product standards, with all formulations being vegan, cruelty-free, alcohol-free, and meeting “Clean at Sephora” certification requirements. The brand has already established a notable market presence, hosting a pop-up retail experience at Dubai Mall and earning coverage in leading publications including Vogue, Elle, Cosmopolitan, Hia, and Laha.
The company’s leadership team brings extensive experience from renowned consumer companies including Huda Beauty, Lenskart, Giving Movement, and Careem.
Future Expansion Plans
With the new funding, Amaani plans to accelerate AÏZA’s expansion across the Middle East and into international markets through both digital channels and retail partnerships. The company also intends to develop additional brands within its portfolio, each continuing to celebrate and modernize Arabian culture for global audiences.
About Amaani
Amaani is a consumer company dedicated to creating beauty and wellness brands that celebrate Middle Eastern heritage while meeting global standards. Founded by former Sequoia India investor Shubham Poddar, the company launched its debut brand AÏZA in 2025, combining traditional Arab ingredients with modern formulations.
About Peak XV’s Surge
Surge is Peak XV’s rapid scale-up program for startups in India and Southeast Asia, providing seed and Series A funding along with mentorship and resources to help companies achieve product-market fit and scale efficiently.
