Amaani Raises $5 Million Led by BECO Capital to Expand Its Beauty Brand in the GCC

Amaani, the parent company of beauty brand AÏZA, raised $5 million in a Series A funding round led by BECO Capital, with participation from Homegrown Ventures and Surge, an affiliate of Peak XV. The company explained that this brings its total funding to $8 million, according to reports by Forward Start and Startup Rise.

The company stated that the funds will be directed toward expanding its brand across the GCC, through scaling in existing markets and launching new products. This includes digital and retail sales channels, a common strategy for beauty brands targeting a young demographic in the region. The success of this trajectory is typically measured by repeat purchase rates and brand penetration among consumers, rather than just the number of markets entered.

Investors in the round include BECO Capital, Homegrown Ventures, and Surge, a Peak XV-backed fund focusing on early-stage companies. The presence of these names reflects that the beauty and personal care sector continues to attract venture capital in the region, driven by high consumer spending and the competitive strength of local brands.

This comes at a time when GCC beauty markets are witnessing competition between global brands and emerging regional players. The entry of a brand like AÏZA into regional expansion signals its effort to transform its local base in the UAE into a broader presence, a trajectory determined by distribution reach and brand awareness rather than the size of the round alone.

What do these terms mean?

Series A: A funding stage following seed stages, typically used to expand operations. Venture Capital Fund: An institution that pools money from investors and places it in startups in exchange for equity. Brand: The name and identity that distinguish a company's product from its competitors. Regional Expansion: Entering markets in other countries after solidifying operations in the original market.