Shubham Poddar Raises $3M for Arab Beauty Brand

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In the fast-moving world of beauty and wellness, a new Arab beauty brand is quietly but confidently carving out space for itself.. Former Sequoia India investor Shubham Poddar has stepped out of the VC boardroom and into entrepreneurship with his new venture Amaani. Its debut brand, AÏZA, has just raised $3 million in seed funding led by Peak XV’s Surge, a deal that also happens to be Surge’s first consumer-focused investment in the MENA region.

For Poddar, this isn’t just another startup headline. It’s personal. “For years, global beauty labels have thrived on the spending power of the Middle East. But the time has come for brands born in this region to inspire the world,” he shared, sounding more like a man on a mission than a typical founder making a funding announcement.

1. What Makes AÏZA Different

Amaani, Poddar insists, is rooted in a clear promise: celebrate Arab heritage while standing tall on the shoulders of global science. That’s not a marketing gimmick, it shows up in the ingredients list. Think of products blending household staples like dates, black seed, and bakhoor with powerhouse actives perfected in Korean, Japanese, and Italian labs.

Hero products include:

• Sukkar Rush – A glossy lip treatment laced with date and honey.
• Scent Storm – A hair mist that nods to age-old bakhoor rituals.
• Date Setter – A lash and brow serum powered by date seed and castor oil.

The line is proudly vegan, cruelty-free, and certified under the “Clean at Sephora” label, a clear signal that AÏZA isn’t just chasing regional consumers, but positioning itself as a global clean beauty contender.

2. Early Traction and Revenue

If the brand’s philosophy feels ambitious, the numbers back it up. Launched in May 2025, AÏZA racked up more than $2 million in annualized revenue within three months. That kind of speed is rare, even in beauty. Early traction came largely from the UAE and Saudi Arabia, bolstered by a splashy pop-up at Dubai Mall and glossy features in Vogue, Elle, Cosmopolitan, Hia, and Laha.

It’s the kind of early momentum most founders dream of, but Poddar appears to be treating it as just the starting line.

3. The Market Opportunity

The GCC beauty and personal care market is pegged at roughly $12 billion and growing more than 12% annually. Add to that the fact that the region ranks among the highest per-capita beauty spenders in the world, and it’s clear why investors are paying attention. Globally, the industry is forecast to soar past $580 billion by 2027.

For Peak XV, this isn’t just a financial bet. GV Ravishankar summed it up neatly: “The region is ready to create the next wave of culturally resonant, globally admired consumer brands. Amaani is leading that charge.”

3. Competing on a Global Stage

AÏZA isn’t walking into an empty room. At home, it will spar with names like Huda Beauty, Kayali, and The Giving Movement — all of which have mastered the art of mixing local identity with global aesthetics. On the worldwide stage, brands like Fenty Beauty, Glossier, and Rare Beauty dominate conversations with inclusivity and celebrity power.

What’s Poddar betting on? A brand that feels authentically Arab yet globally sophisticated. Science-backed formulations give AÏZA credibility, but the emotional hook comes from proudly putting Middle Eastern heritage front and center.

4. The Founder’s Journey

Poddar’s path to Amaani wasn’t accidental. At Sequoia India, he tracked investments across fintech, foodtech, and proptech, always keeping one eye on the Middle East. That vantage point gave him an insight few could ignore: Arab consumers were spending billions on beauty, but their shelves lacked homegrown names with international scale.

So he did what many ex-investors only talk about, traded spreadsheets for product formulas and built a brand. His shift reflects a bigger industry pattern: venture insiders swapping roles to become the builders themselves.

5. Lessons for Founders

There are nuggets here for any founder paying attention:

• Spot the cultural gap. Poddar saw Arab buyers wanted products that represented them — not just imported glam.
• Pair tradition with science. AÏZA’s products respect heritage, but don’t compromise on clinical efficacy.
• Backers matter. Having Peak XV on the cap table brings not just money but credibility and connections.
• Move fast. Cracking $2 million in three months? That’s execution worth studying.

About Foundlanes

At Foundlanes, we cover the hustlers, the risk-takers, and the oddballs who turn ideas into industries. Whether it’s Dubai or Bengaluru, we’re fascinated by the stories shaping tomorrow’s consumer landscape. And AÏZA’s journey is proof that the next global beauty story might not sprout in New York or Paris, it could just as easily rise from the souks of Arabia.