HRX enters fragrance category with new personal care range

MUMBAI: Looks like HRX wants to make a splash long after the sweat dries. Homegrown fitness and lifestyle brand HRX is stepping beyond workout wear and into the world of personal care, launching its first fragrance collection as part of its broader “Gym Locker Room Strategy”. Developed in partnership with global beauty distribution platform PCA Group, the new range marks HRX’s entry into the fast-growing personal fragrances market, as the brand looks to build a wider lifestyle ecosystem around India’s fitness-conscious consumers.

The collection features three fragrance variants Hero, Rise and Xtreme available in both deodorant body spray and Eau De Toilette formats. Each fragrance is designed to align with different moods and moments throughout the day, blending functionality with personal expression.

Hero combines pink pepper, spearmint and sandalwood to create a fresh, masculine scent, while Rise mixes bergamot, lavender and vetiver for an everyday fragrance profile. Xtreme, meanwhile, leans into bolder territory with notes of cardamom, leather and oud, targeting consumers seeking a more intense scent experience.

The launch reflects a broader shift among fitness and athleisure brands, many of which are increasingly expanding into adjacent lifestyle categories to deepen engagement beyond apparel.

For HRX, fragrances form a key pillar of its long-term locker room strategy, aimed at addressing consumer needs before and after workouts rather than limiting the brand’s role to fitness fashion alone.

The partnership also brings PCA Group’s global manufacturing and distribution capabilities into the mix. With more than 2,000 employees worldwide, PCA has built a presence across beauty and personal care markets through its integrated product development, production and distribution network.

The fragrance range will initially be available through Myntra and the official HRX online store, giving the brand access to its existing digital-first consumer base.

The move comes as India’s grooming and personal care sector continues to attract strong interest from both established brands and new entrants, driven by rising premiumisation and growing demand for products linked to identity, wellness and self-care.

With Hero, Rise and Xtreme, HRX is betting that the modern fitness enthusiast wants more than performance gear, they also want a signature scent to go with it.