The consumer startup, Amaani, is reinventing beauty and wellness through an Arabian heritage perspective. They’ve raised $3 million in seed funding from Peak XV’s Surge, which is their first consumer, seed stage investment, in MENA, demonstrating the rising investor interest in Gulf-based culturally-grounded brand concepts.

The Funding Round and Its Significance

Surge, Peak XV’s seed-stage program, is known for backing high-potential startups across Asia. Through its investment in Amaani, Surge has made a meaningful entry into the rapidly changing consumer space in the Middle East. For Amaani, the new capital will allow it to develop its flagship brand AÏZA, improve its supply chain, expand its marketing reach, and create a stable of new consumer brands inspired by the Arab world.

The founder of Amaani, Shubham Poddar, is a former investor at Sequoia India and a Wharton graduate. His vision is to craft global brands that are born out of Arabian heritage but have universal appeal. Poddar’s background in venture capital has provided him with both market insight and the network needed to scale a consumer brand in a competitive industry.

AÏZA: A Blend of Heritage and Innovation

In May 2025, Amaani introduced AÏZA, which is their first beauty brand. Reports show annualised revenue surpassed $2 million in just three months, driven primarily by strong consumer demand in the UAE and Saudi Arabia. This swift growth highlights growing demand for beauty products in the region, that combine elements of heritage with elements of modern science.

AÏZA consists of traditional regional ingredients – dates, black seed and bakhoor – all with a long cultural history in Arabian traditions, combined with clinically tested actives from labs in Korea, Japan, and Italy, so that formulations meet global safety and efficacy standards.

The brand’s portfolio includes standout products such as the Sukkar Rush lip treatment, Scent Storm hair mist, and Date Setter brow & lash serum. Importantly, all products are vegan, cruelty-free, alcohol-free, and meet the “Clean at Sephora” benchmarks. This positions AÏZA as a premium clean-beauty brand with credibility among global consumers.

Market Potential in the GCC

The GCC beauty and personal care market is valued at around $12 billion, with an annual growth rate of over 12 percent. The region also records among the highest per-capita spending on beauty products worldwide, making it an attractive target for new entrants. At the broader level, the MENA beauty market is estimated at $46 billion today and is projected to reach nearly $60 billion by 2025.

This combination of market size, high consumer spending, and digital adoption makes the region fertile ground for startups like Amaani. The rise of e-commerce and social media has further accelerated demand for homegrown beauty labels that reflect cultural identity while meeting international standards.

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Competitive Landscape

Amaani operates in a competitive ecosystem that includes well-established regional players like Huda Beauty, Kayali, and The Giving Movement. These brands have built significant global presence, setting high benchmarks in terms of quality and marketing.

Amaani differentiates itself by combining Arab heritage with global innovation. Unlike some competitors that focus heavily on either luxury positioning or Western trends, AÏZA aims to celebrate Middle Eastern traditions in a way that resonates with both regional and international audiences. The brand’s early growth figures suggest that this positioning has struck a chord with consumers seeking authenticity paired with modern efficacy.

How the Funds Will Be Utilized

According to the company, the $3 million raised will be channeled into:

• Scaling AÏZA across the GCC and other key international markets.
• Expanding distribution channels, including offline retail partnerships.
• Strengthening research and development to introduce new product categories.
• Investing in marketing and consumer education to reinforce brand identity.
• Building additional brands under Amaani’s umbrella, each rooted in Arabian heritage.

Surge’s model, which combines capital with mentorship and operational support, is expected to accelerate Amaani’s readiness for future fundraising rounds and global expansion.

Challenges on the Horizon

Despite strong early momentum, Amaani faces several challenges:

• Sustaining growth: Moving from rapid launch revenues to consistent, long-term profitability requires disciplined execution.
• Navigating regulation: Compliance with beauty and cosmetic standards across multiple markets can be complex and resource-intensive.
• Standing out in a crowded market: Competing with established giants means AÏZA must maintain high product quality and strong storytelling to build lasting consumer loyalty.

Building Global Brands from Arabia

Amaani’s rise embodies a wider, global trend within beauty, the emergence of regionally-based brands with international ambitions. By working with heritage ingredients, clean formulations, and digital-only distribution, the company is actively carving out regional pride and global interest.

If AÏZA could sustain its initial traction, it could illustrate how Middle Eastern brands strategically extend beyond their local market, offering not just performance-based products, but authentically, culturally-based products. With Surge’s investment and a quickly growing regional consumer base, Amaani is seemingly in a strong position to become one of the first globally-recognized consumer brands from the Arabian Gulf.

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