HRX enters personal fragrances category with new range in partnership with PCA group

HRX has expanded its portfolio into the personal care segment with the launch of a new fragrance range developed in partnership with PCA Group.

The new collection comprises three variants—Hero, Rise and Xtreme—available in both deodorant body sprays and Eau De Toilette (EDT) formats. According to the company, the range has been created to cater to different usage occasions throughout the day.

Hero combines notes of pink pepper, spearmint and sandalwood, while Rise blends bergamot, lavender and vetiver. Xtreme features a richer composition of cardamom, leather and oud.

The fragrance range has been developed in collaboration with PCA Group, a beauty distribution and manufacturing company. The products will initially be available through Myntra and the official HRX online store.

Commenting on the launch, Afsar Zaidi said, “HRX Locker Room Strategy has been a long-term plan for us, and fragrances are the most important part of that plan. With this, we want to enable everyday athletes in all aspects of their life, focusing on what they need in their gym locker room, post or before their workouts, starting with fragrances. Our partnership with PCA gives us the perfect foundation to build a credible and scalable business in that direction.”

Piyush Golia, President, The PCA Group, added, “Hrithik Roshan and his illustrious HRX brand have entrusted us to manage the personal care segment of his products. As a major player in the global beauty industry and with our vertically integrated business structure, HRX, associated retailers and customers will benefit from our extensive distribution network and international field team. Our ability to distribute across multiple channels efficiently and accurately enables us to serve retailers and consumers with precision.”

The launch marks HRX’s entry into the personal fragrances category as the brand looks to diversify beyond its established fitness and fashion offerings.