• UAE-based Amaani raised USD 3M seed funding from Peak XV’s Surge to scale its debut Arab beauty brand AÏZA regionally and globally.
• Founded by ex-Sequoia India investor Shubham Poddar, Amaani blends Arab heritage with innovation, using regional ingredients and advanced global formulations.
• The GCC beauty market, worth USD 12B and growing 12% annually, positions Amaani to capture rising demand for culturally resonant brands.

Amaani

UAE-based Amaani raised USD 3 million in seed funding in a round led by Peak XV’s Surge. The funding will mainly be focused on its debut Arab beauty brand AÏZA.

Founded by Shubham Poddar, Amani is a consumer company focusing on transforming beauty and wellness in the Middle East,

Launched online in May 2025, its debut AÏZA aims to blend Arab heritage with innovation. This is through using regional ingredients like dates, black seed, and bakhoor in combination with clinical actives. Furthermore, it crafts its products in labs in Korea, Japan, and Italy. Additionally, its formulations are vegan, cruelty-free, alcohol-free.

“The GCC beauty and personal care market is already a $12B industry, growing at over 12% annually, with some of the highest per capita spends globally,” said GV Ravishankar, Managing Director at Peak XV. 

Beauty

Up next, with the new funding, it plans to scale AÏZA across the region and globally, both online and through retail, It also aims to develop a portfolio of future brands that continue to celebrate and reimagine Modern Arabia for the world.

“Amaani means ‘wishes and aspirations’ in Arabic, and that’s exactly what we’re building: brands that capture the spirit of a rising region and speak to the world,” said Shubham Poddar, Founder & CEO of Amaani.

Bottom Line: Amaani’s seed funding reflects continued investor interest in the GCC’s expanding beauty market. The company’s next steps will show whether Arab-inspired consumer brands can gain scale regionally and internationally.