Riyadh - Sharikat Mubasher: Amaani, the UAE-based beauty and wellness company, raised $5 million in a Series A funding round led by BECO Capital, with participation from Homegrown Ventures and Peak XV’s Surge, bringing its total funding to $8 million.

The new capital will fuel Amaani’s expansion across Saudi Arabia, Kuwait, and Qatar, and support its efforts to develop products and scale talent and technology infrastructure, according to the official statement released by the company today.

Targeting Saudi Arabia as the priority market, Amaani will launch at Ulta Beauty’s Red Sea Mall in Jeddah and Riyadh Park in Riyadh in late September, followed by Kuwait and Qatar in the fourth quarter (Q4) of 2026.

Nader Amiri, Co-founder and managing partner at Homegrown Ventures, said: “Rather than importing an established global playbook into the Middle East, Shubham and the team are building one from here. AÏZA is showing that a brand can be authentically rooted in the Arab world and still have the ambition and product quality to compete globally.”

AÏZA, Amaani’s first brand, was founded by Shubham Poddar and offers products that reinterpret regional ingredients such as dates, black seed, frankincense, rose, and bakhoor through modern skincare and haircare formulations developed with laboratories in Korea, Japan, and Italy. Its model uses technology and AI across creative testing, customer analytics, marketing, and operations.