Investor Shubham Poddar, former Sequoia-India, secures $3 million funding to debut Arab beauty brand AÏZA

Established by Shubham Poddar, a previous investor at Sequoia India, who significantly contributed to the company's growth in the Middle East through investments in sectors like fintech, foodtech, and proptech.

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2025 September 18 . 12:38 PM

2 min read

Investor Shubham Poddar, formerly of Sequoia-India, secures $3 million to introduce a new Arab beauty brand, AÏZA.

Investor Shubham Poddar, former Sequoia-India, secures $3 million funding to debut Arab beauty brand AÏZA

Amaani Raises $3 Million in Seed Funding for Debut Arab Beauty Brand AÏZA

A Middle Eastern consumer startup, Amaani, has successfully secured $3 million in a seed funding round for its debut Arab beauty brand AÏZA. The funding round was led by Peak XV's Surge, marking their first consumer and seed investment in the MENA region.

Founded by Shubham Poddar, a former Sequoia India investor, Amaani aims to develop a portfolio of future brands that can reimagine Modern Arabia for the world. AÏZA, their debut brand, combines Arab heritage with global innovation, using regional ingredients like dates, black seed, and bakhoor, along with clinical actives. The products are crafted in leading labs in Korea, Japan, and Italy.

The GCC beauty and personal care market, with a value of $12 billion and an annual growth rate of over 12%, presents a prime opportunity for Amaani. The region, known for its high per capita beauty spend, growing online penetration, and increasing demand for local relevance, offers a fertile ground for the startup.

GV Ravishankar, Managing Director at Peak XV, believes the region is now primed to produce the next wave of culturally resonant, globally admired consumer brands. Shubham Poddar, Founder & CEO of Amaani, stated that the company is answering the world's call for Middle Eastern innovation in the beauty industry.

AÏZA has surpassed $2 million in annualized revenue, supported by strong consumer traction in the UAE and Saudi Arabia. The brand offers a range of products, including Sukkar Rush, a high-shine lip treatment with date and honey, Scent Storm, a bakhoor & rose hair mist inspired by Arab fragrance rituals, and Date Setter, a brow & lash serum with date seed and castor oil.

Amaani plans to scale AÏZA across the region and globally, both online and through retail. The company's mission is to build brands that capture the spirit of a rising region and speak to the world. AÏZA was launched online in May 2025 and has been making waves ever since.

With Peak XV's Surge on board, Amaani is poised to make a significant impact in the beauty industry, bringing Middle Eastern innovation to the global stage.