Amaani Raises $5M Series A Led by BECO Capital to Scale Middle East Beauty Brands

Amaani Secures $5M Series A

Dubai-headquartered consumer company Amaani has raised a $5 million Series A round led by BECO Capital, according to funding data dated September 28, 2026. The round also included participation from Peak XV's Surge and Homegrown Ventures.

What Amaani Does

Amaani is a consumer company founded in 2023 by Shubham Poddar with a clear mandate: build beauty brands from the Middle East. Rather than launching a single product line, the company is structured as a brand-building platform for the region.

Its first brand, AÏZA, launched in December 2024 as a skincare and haircare line inspired by Arab ingredients. The product range draws on dates, black seed, frankincense, rose and bakhoor, with formulations developed in laboratories in Korea, Japan and Italy.

Traction and Distribution

AÏZA has demonstrated meaningful early momentum. According to the company, net revenue grew more than 9x year-on-year in H1 2026.

The brand sells through its own direct-to-consumer channel at aiza.co, as well as through Ounass and Ulta Beauty. That mix gives AÏZA both owned distribution and placement in established regional and international retail environments.

The Investor Base

The Series A brings together backers with deep regional and global consumer experience:

• BECO Capital led the round. The firm is a well-known Gulf-focused venture investor.
• Peak XV's Surge participated. Surge is Peak XV's rapid-scale program for early-stage companies.
• Homegrown Ventures also joined the round.

All three investors were already associated with the company prior to this round, according to the funding data.

Why This Round Matters

The Middle East beauty and personal care market has been drawing increased attention from both strategic buyers and investors, driven by a young population, high per-capita spend on beauty, and growing appetite for regionally rooted brands. Amaani's thesis — that a Dubai-based platform can incubate and scale brands built around Arab ingredients and sold across both regional and international channels — positions it in that conversation.

For acquisition watchers, several elements stand out:

• Platform structure. Amaani is not a single brand. It is a company designed to launch and scale multiple beauty brands, which could make it attractive to larger beauty groups seeking a ready-made pipeline of regionally differentiated labels.
• Ingredient differentiation. The focus on Arab ingredients such as dates, black seed, frankincense, rose and bakhoor gives AÏZA a distinct positioning versus globally generic skincare and haircare lines.
• Multi-market formulation. Developing formulas in Korea, Japan and Italy signals a supply chain built for quality and scalability beyond a single manufacturing base.
• Distribution breadth. Selling via aiza.co, Ounass and Ulta Beauty shows the brand can operate across DTC, regional luxury retail and international beauty retail.
• Revenue velocity. More than 9x year-on-year net revenue growth in H1 2026 is a strong signal of product-market fit, though the absolute base is not disclosed.

What to Watch

The new capital is likely to fund further brand development, geographic expansion and deeper retail distribution. Key questions for the next phase include whether Amaani launches additional brands beyond AÏZA, how quickly it can scale international retail doors, and whether its ingredient story translates into sustained repeat purchase behavior outside the Gulf.

For now, the $5 million Series A led by BECO Capital, with Peak XV's Surge and Homegrown Ventures participating, gives Amaani a stronger balance sheet to pursue its ambition of building Middle East-rooted beauty brands at scale.