The beauty world is about to get a whole new makeover, and it’s coming straight from the heart of the Middle East. Shubham Poddar, former Sequoia India investor,
The beauty world is about to get a whole new makeover, and it’s coming straight from the heart of the Middle East. Shubham Poddar, former Sequoia India investor, has raised $3 million in seed funding to launch AÏZA, the region’s first modern Arab beauty brand that’s blending tradition, science, and luxury like never before.
Could this be the next global beauty powerhouse? Here’s why everyone’s watching this game-changing brand.
Founded by Shubham Poddar, who played a key role in expanding Sequoia India’s footprint into the MENA region, AÏZA is setting out to redefine beauty and wellness from the Middle East. The brand’s mission is bold – to create products that don’t just borrow from tradition, but reimagine it for the modern consumer.
Launched online in May 2025, AÏZA draws from the region’s rich heritage, using ingredients like:
But the magic doesn’t stop there. These ingredients are combined with cutting-edge actives and formulated in world-class labs in Korea, Japan, and Italy, ensuring the brand meets global standards while staying rooted in Middle Eastern traditions.
AÏZA’s debut collection isn’t just skincare — it’s a celebration of culture and self-care rituals. Key products include:
Each product feels like a bridge between past and present, ritual and science, luxury and accessibility.
AÏZA has already made waves in UAE and Saudi Arabia, surpassing $2 million in annualised revenue within months of its launch. This rapid growth reflects a shifting landscape — Middle Eastern consumers are hungry for brands that understand their culture, needs, and values, but present them with the sophistication and efficacy they expect.
The $3 million seed round, led by Peak XV’s Surge (formerly Sequoia Capital India & SEA), marks their first consumer and seed investment in the MENA region. That alone signals how seriously global investors are starting to view the Middle East as a hotbed for innovation and consumer-driven growth.
“With rising per capita beauty spend, growing online shopping penetration, and a demand for authentic local brands, the Middle East is no longer just a market — it’s a movement,” Poddar explained.
For decades, Middle Eastern markets have been key consumers for global brands. But now, that narrative is flipping. AÏZA and Amaani, the parent company, are leading the charge by building brands that originate in the region and speak to global audiences.
Amaani, meaning wishes and aspirations in Arabic, is more than a beauty brand — it’s a statement about identity, culture, and empowerment.
“With consumers demanding products that reflect who they are and where they come from, we’re tapping into a generational shift,” says Poddar. “AÏZA is our answer — a brand that’s deeply local, yet designed for the world.”
With this seed funding, AÏZA plans to:
For investors, beauty enthusiasts, and culture-driven brands alike, AÏZA represents a bold new frontier in the global beauty industry.
AÏZA’s combination of cultural authenticity, high-performance formulations, and digital accessibility makes it one of the most exciting startups to watch in 2025. With Shubham Poddar’s leadership, global investment backing, and a rapidly growing market, this brand is poised not only to meet demand but to shape trends across beauty, wellness, and self-expression.
Is AÏZA the next global beauty icon? If early signs are anything to go by, it’s well on its way.
