Beauty and wellness startup Amaani raises $5 Mn led by BECO Capital

• ByStartupStory     |    September 28, 2026

Amaani, a new-age consumer company reimagining beauty and wellness from the Middle East, which owns AÏZA, has raised $5 million in a Series A funding round led by BECO Capital, with participation from Homegrown Ventures and Peak XV’s Surge.

The latest round takes Amaani’s total funding to $8 million. Last year, Amaani had raised $3 million in seed funding from Peak XV’s Surge.

The fresh capital will be used to expand AÏZA across the GCC, with Saudi Arabia as the immediate priority. The brand is set to launch at Ulta Beauty stores in Jeddah and Riyadh by the end of September, while Kuwait and Qatar launches are planned for Q4.

Founded in Dubai in 2023 by Shubham Poddar, AÏZA was launched in December 2024 and offers skincare and haircare products inspired by ingredients and beauty practices from the Arab world. Its products use ingredients such as dates, black seed, frankincense, rose and bakhoor, with formulations developed in laboratories across Korea, Japan and Italy.

AÏZA’s hero products include the Sukkar Rush lip treatment, Scent Storm hair mist, and Date Setter brow & lash serum. The brand’s formulations are vegan, cruelty-free, alcohol-free, and meet “Clean at Sephora” standards.

The company claims AÏZA’s net revenue grew more than 9X year-on-year in the first half of 2026 as it expanded from an online-first business into retail.

The brand is currently available through its website, Ounass and Ulta Beauty in the UAE, where it ranks among the top 10 brands across more than 300 global and regional brands.

It competes with players like Huda Beauty, Kayali, and The Giving Movement.

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