Dubai-based beauty and wellness startup Amaani has raised $5 million in a Series A funding round led by BECO Capital, with participation from Homegrown Ventures and Peak XV’s Surge.
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The round takes Amaani’s total funding to $8 million. The startup previously raised $3 million in seed funding led by Surge in 2025.
Amaani said it will use the fresh capital to expand its beauty brand AÏZA across the Gulf Cooperation Council (GCC), starting with Saudi Arabia before entering Kuwait and Qatar. The funding will also be used for product development, talent and technology infrastructure.
Founded in 2023 by Shubham Poddar, Amaani is building beauty and wellness brands focused on the Middle East.
Its flagship brand AÏZA had a soft launch in December 2024 before launching online in May 2025. It offers skincare and haircare products inspired by ingredients and beauty practices from the Arab world.
The brand uses ingredients including dates, black seed, frankincense, rose and bakhoor, alongside other active ingredients. Its formulations are developed in laboratories in Korea, Japan and Italy.
AÏZA’s products include Sukkar Rush, a lip treatment made with date and honey; Scent Storm, a hair mist featuring bakhoor and rose; and Date Setter, a brow and lash serum containing date seed and castor oil.
According to the startup, AÏZA’s formulations are vegan, cruelty-free and alcohol-free, and meet “Clean at Sephora” standards.
Amaani said AÏZA’s net revenue grew more than ninefold year-on-year in the first half of 2026 as the brand expanded from an online-first business into physical retail.
The brand is currently available through its own website, luxury retailer Ounass and Ulta Beauty in the UAE.
