Amaani, a new consumer startup from the Middle East focused on beauty and wellness, has raised $3 million in seed funding from Peak XV’s Surge.
This marks Surge’s (formerly Sequoia Capital India & SEA) first consumer and seed investment in the MENA region.
“For decades, the Middle East has fueled the success of global brands. But the world is now looking toward the Middle East – not just for inspiration, but for innovation. Amaani is our way of answering that call,” said Shubham Poddar, Founder & CEO of Amaani.
“Amaani means ‘wishes and aspirations’ in Arabic, and that’s exactly what we’re building: brands that capture the spirit of a rising region and speak to the world. With the region boasting among the highest per capita beauty spend globally, growing online penetration, and an increasing demand for local relevance, Amaani is poised to meet a generational shift in how consumers shop and what they seek: brands that reflect their identity, values, and aspirations,” he added.
“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,” said GV Ravishankar, Managing Director at Peak XV.
Amaani was founded by Shubham Poddar, a former Sequoia India investor, to create global consumer brands from the Middle East.
The company is focusing on the GCC beauty and personal care market, which is worth $12 billion, growing at over 12% each year, and has one of the highest beauty spending rates per person in the world.
Launched online in May 2025, AÏZA is a brand that blends Arab heritage with modern global innovation. It uses local ingredients such as dates, black seed, and bakhoor, mixed with clinical actives, and is developed in leading labs in Korea, Japan, and Italy.
Its products include Sukkar Rush, a shiny lip treatment made with date and honey; Scent Storm, a hair mist with bakhoor and rose inspired by Arab fragrance traditions; and Date Setter, a brow and lash serum made with date seed and castor oil.
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