Dubai-based consumer company Amaani has raised USD 5 million in a Series A round led by BECO Capital, money it plans to use to push its beauty brand AÏZA deeper into the Gulf.
Homegrown Ventures and Peak XV's Surge also joined the round. The fresh capital will go toward product development, hiring talent, and building out technology infrastructure, according to the company.
What AÏZA sells and where it's made
AÏZA makes skincare and haircare products built around regional ingredients such as dates, black seed, frankincense, rose, and bakhoor. The formulations themselves are developed through laboratories based in Korea, Japan, and Italy, blending local ingredient sourcing with international product development.
Amaani was founded in Dubai in 2024 by Shubham Poddar.
Expansion plans across the GCC
The funding is meant to support AÏZA's move beyond the UAE. The brand plans to launch in Saudi Arabia in September, entering through Ulta Beauty stores in Riyadh and Jeddah. That will be followed in the fourth quarter by expansion into Kuwait and Qatar.
For Dubai's startup scene, the round adds to a run of consumer-brand deals in the beauty and personal care space, with investors betting on companies that can scale a Gulf-rooted product across neighbouring markets rather than staying UAE-only.
The backing of BECO Capital, alongside Homegrown Ventures and Peak XV's Surge, points to continued investor appetite for founders building consumer brands out of Dubai with an eye on Saudi Arabia's larger retail market and the wider GCC.
For now, AÏZA remains a Dubai-born brand with its immediate growth test set for September, when it lands on shelves in Riyadh and Jeddah before widening its footprint to Kuwait and Qatar later in the year.
Reported by WAYA.
