Beauty brand Amaani raises $3 Mn in seed round from Peak XV’s Surge

Amaani, a new-age consumer startup reimagining beauty and wellness from the Middle East, has raised $3 million in seed funding round from Peak XV’s Surge.

With this investment, Peak XV’s Surge (formerly Sequoia Capital India & SEA) has made its first consumer and seed investment in the MENA region.

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“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.

About Amaani 

Founded by former Sequoia-India investor Shubham Poddar, Amaani wants to build global consumer brands from Arabia. It is targeting the $12 billion GCC beauty and personal care market, which is growing over 12% each year and has one of the highest per capita beauty spends in the world.

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Launched online in May 2025, AÏZA combines Arab heritage with global innovation. It uses regional ingredients like dates, black seed, and bakhoor, blended with clinical actives and developed in top labs in Korea, Japan, and Italy.

Its products include Sukkar Rush, a glossy lip treatment with date and honey; Scent Storm, a bakhoor and rose hair mist inspired by Arab fragrance rituals; and Date Setter, a brow and lash serum made with date seed and castor oil.

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