Peak XV’s Surge has invested $3 million in seed funding for Amaani, a new-age consumer company that is reimagining beauty and wellness in the Middle East. This is the fund’s first consumer and seed investment in the MENA region.
The money raised will be utilized to expand Amaani’s first Arab beauty brand, AÏZA, and to develop a line of globally recognized beauty brands with a strong cultural foundation.
Amaani was established by former Sequoia India investor Shubham Poddar with the goal of establishing international consumer brands from Arabia. The business is taking advantage of the $12 billion GCC beauty and personal care market, which has one of the highest per capita beauty expenditures in the world and is expanding at a rate of more than 12% a year.
Within three months of its online launch in May 2025, its first brand, AÏZA, has already surpassed $2 million in annualized revenue, primarily due to its strong traction in Saudi Arabia and the United Arab Emirates.
The Sukkar Rush lip treatment, Scent Storm hair mist, and Date Setter brow & lash serum are some of AÏZA’s standout products. The company makes vegan, cruelty-free, and alcohol-free products that adhere to “Clean at Sephora” guidelines.
Players like Huda Beauty, Kayali, and The Giving Movement are its rivals.
