Brand DNA Document
Arab beauty, reimagined for the world.
At a Glance
AÏZA takes Arab ingredients and rituals global, modern skincare and haircare "as rich in culture as it is in quality." Heritage isn't just remembered; it's reborn.
Premium clean skincare & haircare
2023 (Amaani); brand launched May 2025
Shubham Poddar (ex-Sequoia / Peak XV)
Dubai, UAE, GCC-first, globally ambitious
The Arab beauty category, alongside K-beauty & J-beauty
Online + Ulta Beauty (UAE & KSA), top-10 ranked
Origin
AÏZA is a story, a statement, an essence of Arabia, bold, fresh and modern. Beauty reimagined.
The brand was built on a single conviction: the Middle East had spent decades consuming the world's best beauty brands, and it was time the region built brands the world would fall in love with, not adaptations of Western brands, not regional alternatives, but original brands born in the region, inspired by its culture, and built to compete with the very best globally.
AÏZA modernises centuries-old Arab beauty rituals, fragrancing hair with bakhoor, nourishing skin with dates and black seed, and pairs them with science-backed, clinically formulated actives developed in laboratories across Korea, Japan and Italy. Culture on the outside, clinical rigour on the inside.
"We don't believe in taking off-the-shelf formulas and layering branding on top."
Shubham Poddar, Founder & CEOMission & Positioning
To build the Arab beauty category, standing beside Korean, Japanese and Ayurvedic beauty as a globally recognised tradition, by turning regional heritage into globally relevant, high-performance products.
Heritage-driven innovation. Substance over borrowed branding. A product-first philosophy that enters the space with humility, deep cultural context, and the ambition to take the whole ecosystem along.
The Essence
AÏZA's essence lives in four words that guide everything the brand brings to you.
Unapologetically rooted in Arab tradition and heritage.
Ancient rituals carried into modern, science-led beauty.
Clean, honest formulas, substance, not empty promises.
Optimistic, celebratory, confident energy throughout.
Voice & Tone
Confident and warm, with cultural authenticity and quiet scientific authority. It romances heritage, then backs it with proof.
Visual System
Pulled directly from the live site's computed CSS across the homepage and Our Story pages. A warm terracotta signature over cream washes, grounded by near-black ink, with a deep teal used sparingly.
Terracotta
#D3742D
Primary
Amber
#E97A22
Accent / highlight
Aubergine Ink
#130619
Deep base
Charcoal
#202223
Primary text
Warm Gray
#67645E
Body text
Deep Teal
#0A5B58
Secondary accent
Blush Cream
#FBEADB
Section bg
Peach Wash
#FFF2EA
Lightest bg
Supporting warm neutrals observed: #FBF0E9 (sand), #FAFAFA / #F7F7F7 (off-white), and pure #FFFFFF / #000000 for maximum contrast. A muted sale-red (#D02E2E) appears only on discount tags.
Visual System
A refined display-sans paired with a geometric brand face for the logo, an elegant serif for editorial moments, and Montserrat as the workhorse UI/body font.
Brand / Logotype
Neue Metana
Neue Metana (Bold), the distinctive geometric display face used for the AÏZA logotype and signature brand moments.
Display / Headlines
Forma DJR
Forma DJR (Commercial Type), a crisp, contemporary sans carrying most headlines and section titles across the site.
Editorial Accent
IvyPresto Display
IvyPresto Display, a high-contrast serif used sparingly for elegant, editorial emphasis.
Body / UI
Montserrat
Montserrat (300, 700), the primary body and interface typeface. Clean, neutral, highly legible. Roboto serves as a system fallback.
This document previews the serif with Cormorant Garamond and the sans with Montserrat as the closest web-available stand-ins for the brand's licensed faces.
Art Direction
Warm, editorial and sensorial. Product-forward hero shots on cream and terracotta backdrops, with soft natural light, golden-hour warmth and tactile textures, oils catching light, mists in motion, rich ingredient close-ups.
Subtle references to Arab heritage, desert palettes, dates, roses, saffron, frankincense and bakhoor, treated in a modern, minimal, globally premium way rather than as literal or clichéd ornament.
Product World
Playful, culturally-rooted product names ("Sukkar Rush," "Scent Storm," "Iced Qahwa") sit on clean, premium packaging in the brand's warm palette. Clean-beauty standards throughout: vegan, cruelty-free, alcohol-free.
Sukkar Rush
Date & Honey
High-shine lip treatment, a top-rated hero, 5.0★.
Scent Storm
Bakhoor & Rose
Protective hair mist inspired by Arab fragrance rituals.
Date Setter
Dates & Castor Oil
Brow & lash boosting serum, 400+ reviews, 4.98★.
Iced Qahwa
Coffee & Saffron
Brightening eye cream, tradition-inspired, gel-light.
Cloud Burst
Rose Water & Frankincense
Hydra-jelly face mist for a fresh, dewy finish.
Rumman Rush
Pomegranate & Almond
Exfoliating face scrub, gentle superfood polish.
The Edge
Consciously-minded beauty consumers in the Middle East and globally who value cultural authenticity, clean high-performance formulas, and meaningful brand storytelling over empty promises, people proud to see their own heritage made premium and world-class.
Recognition
$8M total funding
$3M seed (Peak XV's Surge) + $5M Series A led by BECO Capital, with Homegrown Ventures & Surge.
BeautyMatter NEXT50
First Middle Eastern brand ever named to the global NEXT50 list (2026 cohort).
$2M+ annualised revenue
Surpassed within roughly three months of marketing launch, driven by UAE & KSA traction.
Forbes 30 Under 30
Founder Shubham Poddar named to Forbes Middle East 30 Under 30 (2025).
Words to Work With
Lines and phrases that live in the brand's own voice, ready to pull from for headlines, hooks and captions. Keep the register warm, proud and premium.
For the Next Step
When this feeds the /static workflow, lead with warmth, ritual and pride. Terracotta and cream own the frame; ink grounds the type.