Beauty and wellness startup Amaani raises $5 M Series A funding from BECO Capital

Amaani, a new-age consumer company from the Middle East focused on reinventing beauty and wellness, has raised $5 million in a Series A funding round led by BECO Capital. Homegrown Ventures and Peak XV’s Surge also participated in the round. Amaani owns beauty and wellness brand AÏZA.

With the latest fundraise, Amaani’s total capital raised has reached $8 million. The company had previously secured $3 million in seed funding from Peak XV’s Surge last year.

The newly raised funds will support AÏZA’s expansion across the GCC, with Saudi Arabia being the company’s immediate focus market. The brand is expected to launch at Ulta Beauty outlets in Jeddah and Riyadh by the end of September, followed by planned launches in Kuwait and Qatar during Q4.

Founded in Dubai in 2023 by Shubham Poddar, AÏZA launched commercially in December 2024. The brand develops skincare and haircare products drawing inspiration from beauty rituals and ingredients originating in the Arab world. Its formulations incorporate ingredients including dates, black seed, frankincense, rose and bakhoor, and are developed across laboratories in Korea, Japan and Italy.

Among AÏZA’s key products are the Sukkar Rush lip treatment, Scent Storm hair mist and Date Setter brow and lash serum. Its products are vegan, cruelty-free and alcohol-free, while also complying with “Clean at Sephora” standards.

Amaani said AÏZA’s net revenue increased by more than nine times year-on-year during the first half of 2026 as the company transitioned from an online-focused model towards retail expansion.

AÏZA is currently sold through its own website, Ounass and Ulta Beauty in the UAE. The brand ranks among the top 10 brands on the platform, competing alongside more than 300 global and regional brands.

AÏZA operates in a competitive market alongside brands such as Huda Beauty, Kayali and The Giving Movement.