Amaani Secures $3 Million to Build Global Arab Beauty Brands
Dubai-based Amaani raises $3M seed funding from Peak XV's Surge to build global Arab beauty brands. First consumer investment by Surge in MENA region with culturally-rooted beauty products
Vix Monitor 
The intersection of cultural heritage and modern beauty innovation has attracted significant venture capital attention, with Amaani raising $3 million in seed funding from Peak XV's Surge. This investment marks Surge's first consumer and seed investment in the MENA region, signaling strong confidence in the Middle East's emerging consumer brand potential.
Cultural Innovation Meets Global Ambition
Founded by Shubham Poddar, a former Sequoia India investor who previously drove the firm's Middle East expansion, Amaani represents a bold vision to create globally recognized beauty brands rooted in Arabian culture. The Dubai-based company operates at the intersection of regional authenticity and international market appeal.
Amaani's flagship brand AÏZA (launched online in May 2025) exemplifies this approach by blending traditional Middle Eastern ingredients with cutting-edge formulation science. The brand incorporates culturally significant elements like dates, black seed, and bakhoor with clinical actives, crafted in leading laboratories across Korea, Japan, and Italy.
Strong Market Validation and Revenue Growth
The company's early performance demonstrates exceptional market traction within the highly competitive beauty sector. Key achievements include:
- $2 million in annualized revenue within just three months of marketing launch
- Strong consumer adoption in UAE and Saudi Arabia markets
- Hero products including Sukkar Rush (lip treatment), Scent Storm (hair mist), and Date Setter (brow & lash serum)
All AÏZA formulations meet stringent quality standards, being vegan, cruelty-free, alcohol-free, and compliant with "Clean at Sephora" standards. This positioning enables the brand to compete effectively with established regional players like Huda Beauty, Kayali, and The Giving Movement.
Capitalizing on Substantial Market Opportunity
Amaani's strategy targets the robust GCC beauty and personal care market, currently valued at $12 billion and growing at over 12% annually. The region boasts some of the world's highest per-capita beauty spending, creating significant opportunities for brands that successfully combine cultural relevance with global appeal.
GV Ravishankar, Managing Director at Peak XV, emphasized the strategic timing: "The GCC beauty and personal care market is already a $12 billion industry, growing at over 12% annually, with some of the highest per capita spends globally. We believe the region is now primed to produce the next wave of culturally resonant, globally admired consumer brands."
The fresh funding will support scaling AÏZA regionally and globally through both online and retail channels, while enabling development of additional brands that continue celebrating Modern Arabian culture for international audiences.
