The Series A round led by BECO Capital takes Amaani’s total funding to $8 million, with Saudi Arabia emerging as the immediate focus of its Gulf expansion.
Dubai-based beauty and wellness company Amaani has raised $5 million in a Series A funding round led by BECO Capital, as it looks to widen the presence of its consumer brand AÏZA across the Gulf.
The latest round brings Amaani’s total funding to $8 million. The company had raised $3 million last year from Peak XV’s Surge, which also participated in the new round.
Rather than spreading the fresh capital across several markets at once, Amaani is putting Saudi Arabia at the centre of its next phase of expansion. AÏZA is expected to launch at Ulta Beauty stores in Jeddah and Riyadh by the end of September, while a Qatar launch is planned for the fourth quarter.
The expansion comes less than two years after AÏZA entered the market. Amaani was founded in Dubai in 2023 by Shubham Poddar, while AÏZA was launched in December 2024.
The brand has built its beauty range around ingredients and practices associated with the Arab world. Its products use ingredients including dates, black seed, frankincense, rose and bakhoor, with formulations developed through laboratories in Korea, Japan and Italy. Its portfolio includes the Sukkar Rush lip treatment, Scent Storm hair mist and Date Setter brow product.
For Amaani, the next leg of growth is also about taking a business that began online deeper into physical retail.
The company says AÏZA’s net revenue grew more than nine-fold year-on-year during the first half of 2026, a period in which the brand moved beyond its online-first model and expanded its retail presence.
AÏZA is currently sold through its own website, luxury platform Ounass and Ulta Beauty in the UAE. Amaani also says the brand ranks among the top 10 across a selection of more than 300 global and regional brands available through its retail network.
That retail momentum is now being carried into Saudi Arabia, a market Amaani has identified as its immediate priority within the GCC. The planned Jeddah and Riyadh launches give the company a physical entry point as it works toward building AÏZA into a wider regional beauty brand.
The company is entering a Gulf beauty market that already includes established regional names such as Huda Beauty, Kayali and The Giving Movement. Amaani’s approach, however, has centred AÏZA around ingredients, fragrances and beauty references drawn specifically from the Arab world, while developing its formulations through laboratories across multiple international markets.
With the Series A now in place, the coming months will test whether the momentum Amaani says it has seen in the UAE can travel with AÏZA into new GCC markets. Its first major stop is Saudi Arabia, with shelves in Jeddah and Riyadh set to become the brand’s next retail frontier.
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