Fitness and lifestyle brand HRX has entered the personal fragrances segment with the launch of a new collection developed in collaboration with PCA Group, marking the brand’s latest expansion beyond apparel and fitness products.

The newly launched range includes three fragrance variants-Hero, Rise, and Xtreme-available in both deodorant body sprays and Eau De Toilette formats. Designed for different occasions and preferences, the collection aims to cater to consumers seeking versatile everyday fragrances.

Each variant offers a distinct scent profile. Hero blends pink pepper, spearmint, and sandalwood notes, while Rise combines bergamot, lavender, and vetiver for a fresh and balanced fragrance experience. Xtreme, meanwhile, features richer notes of cardamom, leather, and oud, targeting consumers who prefer bolder scents.

The range has been developed in partnership with PCA Group, a global beauty and personal care company known for its manufacturing, distribution, and brand-building capabilities.

Speaking on the launch, Afsar Zaidi highlighted that fragrances form a key part of HRX’s long-term “Locker Room Strategy,” which aims to create products that support consumers before and after their fitness routines. He noted that the partnership with PCA Group provides a strong foundation to build a scalable presence in the personal care category.

Piyush Golia, President of PCA Group, said the collaboration combines HRX’s strong consumer appeal with PCA’s extensive manufacturing and distribution network, enabling the products to reach customers efficiently across multiple channels.

The fragrance range will initially be available through Myntra and the official HRX online store.

With this launch, HRX continues to diversify its portfolio, strengthening its presence in the broader lifestyle and personal care market.