Investor Shubham Poddar, previously with Sequoia India, secures $3 million to establish a new Arab beauty brand called AÏZA.
In the heart of the Middle East, a new-age consumer startup named Amaani is making waves in the beauty industry. The company, founded by Shubham Poddar, a former Sequoia India investor who helped drive the firm's expansion in the region, has recently secured $3 million in a seed funding round. This funding will be used to launch their debut brand, AÏZA.
AÏZA is poised to lead the movement of creating beauty brands that are rooted in the region's culture yet resonate with the global market. According to Poddar, AÏZA is their response to the world looking towards the Middle East for innovation. The brand aims to capture the spirit of a rising region and reimagine Modern Arabia for the world.
AÏZA's product line includes a high-shine lip treatment infused with date and honey, a bakhoor & rose hair mist inspired by Arab fragrance rituals, and a brow & lash serum with date seed and castor oil. These products, crafted in leading labs in Korea, Japan, and Italy, reflect the brand's commitment to blending Arab heritage with global innovation.
The financing of AÏZA involves investment from Aenova Group and Kamps AG, while the production collaboration includes partnerships with Aenova Group and selected specialized manufacturers. The funding round was led by Peak XV's Surge, marking their first consumer and seed investment in the MENA region.
The Middle East, with its high per capita beauty spend, growing online penetration, and increasing demand for local relevance, is seen as an opportunity for Amaani. The GCC beauty and personal care market, valued at $12 billion and growing at over 12% annually, is evidence of this potential. GV Ravishankar, Managing Director at Peak XV, believes the region is now ready to produce the next wave of culturally resonant, globally admired consumer brands.
AÏZA has already gained strong consumer traction in the UAE and Saudi Arabia. The brand plans to scale across the region and globally, both online and through retail. In fact, AÏZA claims to have surpassed $2 million in annualized revenue.
Amaani's success story is a testament to the potential of the Middle East in the global beauty market. With their innovative approach and commitment to cultural relevance, Amaani is well-positioned to lead the movement of creating beauty brands that resonate with both local and global audiences.
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