Amaani is a contemporary consumer brand focused on reinventing Middle Eastern beauty and wellness. Amaani has raised $5 million in its Series A funding round. The investment round was led by BECO Capital. The round saw active participation from Homegrown Ventures and Peak XV’s Surge. The new infusion brings the company’s total capital raised to date to $8 million. Before this Series A investment, Amaani had raised $3 million in seed funding last year from Peak XV Surge.

Regional expansion plans and financial growth

The company has the beauty brand AÏZA and has demonstrated significant momentum in the commercial field in recent times. Amaani claims that AÏZA’s net revenue grew by more than 9X year-on-year during the first half of 2026. The growth pattern illustrates the company’s ongoing transformation and scaling up from an online-first business and a move into physical retail.

The newly acquired capital of $5 million will mainly be used for expanding the reach of AÏZA in the Gulf Cooperation Council (GCC) region. Saudi Arabia has been highlighted as the short-term target of the enterprise within this larger geographical context.

In this extension, the brand is slated for launch in Ulta’s presence in Jeddah and Riyadh by the end of September. Additionally, Amaani is set to implement AÏZA launches in other such countries as Kuwait and Qatar in Q4 following the footprint expansion in Saudi Arabia.

Product portfolio and competitive landscape

Amaani was founded in Dubai in 2023 by Shubham Poddar, and the AÏZA brand was officially launched in December 2024. AÏZA offers several skincare and haircare products inspired by ingredients and beauty traditions from the Arab region. This line is enriched with special ingredients including dates, black seed, frankincense, rose, and bakhoor. The formulations are built in special laboratory facilities that are spread out in Korea, Japan, and Italy, to guarantee high production standards.

AÏZA’s stock includes a few hero products such as the Sukkar Rush lip treatment, Scent Storm hair mist, and Date Setter brow & lash serum. Additionally, the brand’s formulations uphold ethical standards: certified vegan, cruelty-free, alcohol-free, and conform to standard criteria set by the “Clean at Sephora” designation.

AÏZA has established a distribution base through several digital and physical outlets. Currently, the brand offers its products through its direct-to-consumer website, named Ounass, and across Ulta Beauty shops in the UAE. 

AÏZA is one of the most competitive brands in the UAE retail market, with over 300 global and regional beauty brands. Amaani and its brand AÏZA are based in the Middle Eastern beauty industry and compete with market leaders. Other prominent regional and global competitors in the same segment are Huda Beauty, Kayali, and The Giving Movement.

Conclusion

Amaani continues to expand its beauty and wellness product offerings with a successful $5 million Series A investment round led by BECO Capital. The total investment exceeds $8 million, which will enable Amaani to expand its footprint across the entire GCC region. Through regional heritage ingredients and global laboratory development, Amaani seeks to improve its brand visibility in targeted markets such as Saudi Arabia, Kuwait, and Qatar and assert a more formidable reputation in the market, in addition to rivaling established regional players.