Amaani lands $5M Series A to push AÏZA into Saudi Arabia
What's the deal? Dubai-based beauty and wellness company Amaani has raised $5 million in a Series A round led by BECO Capital, with Peak XV's Surge also participating. The money will widen the reach of its consumer brand AÏZADealroom has a profile for this one. Try Dealroom → across the Gulf, starting with Saudi Arabia.
By the numbers: The round takes Amaani's total funding to $8 million, following a $3 million raise last year from Surge. The $5 million cheque sits in the middle of the pack for rounds of its kind — around the 22nd percentile by size.
Why now? AÏZA is expected to launch at Ulta Beauty stores in Jeddah and Riyadh by the end of September, with a Qatar launch planned for the fourth quarter. Rather than spreading the capital across many markets at once, Amaani is putting Saudi Arabia at the centre of its next phase.
What's the endgame? The company wants to take a business that began online deeper into physical retail. AÏZA is currently sold through its own website, luxury platform OunassDealroom has a profile for this one. Try Dealroom →, and Ulta Beauty in the UAE.
Founded in Dubai in 2023 by Shubham Poddar, Amaani launched AÏZA in December 2024. The brand builds its range around ingredients tied to the Arab world — dates, black seed, frankincense, rose, and bakhoor — with formulations developed in Korea, Japan, and Italy.
The traction: AÏZA's net revenue grew more than nine-fold year-on-year in the first half of 2026, a period when it moved beyond its online-first model. Amaani says the brand now ranks among the top 10 across more than 300 global and regional brands sold through its retail network.
What could go wrong? Amaani is entering a crowded Gulf beauty market that already includes Huda BeautyDealroom has a profile for this one. Try Dealroom →, KayaliDealroom has a profile for this one. Try Dealroom →, and The Giving Movement. The coming months will test whether the momentum it reports in the UAE can travel into new markets.
The signal: The raise reflects steady investor appetite for regional consumer brands that lean on local identity while building for the wider GCC. Amaani is betting that Arab-world ingredients and physical retail can carve out space against established names.
Read more: ascendants.in
Image credit: Generated with Gemini
