Roxy expands into fragrance, personal care

Roxy is expanding into fragrance and personal care through a new partnership with Broken Top Brands.

The partnership launches with an initial assortment of body care and home fragrance products, developed and manufactured in-house by Broken Top Brands. Available now on Roxy’s direct-to-consumer channels, the launch includes body mists, lip balms, body butters, body scrubs and candles, offered in three signature scents—Hibiscus Wave, Deep Dive and Sun Drift—each designed to reflect the brand’s ocean-inspired identity.

“Roxy has always been about more than what you wear, it’s a feeling rooted in confidence, freedom and connection to the ocean,” said Piera Onorati, SVP, merchandising at Authentic, owner of the Roxy brand. 

“Expanding into fragrance and personal care allows us to bring that feeling into new categories, creating products that fit seamlessly into our customer’s everyday life.”

The launch represents the first phase of a broader category rollout planned through 2026. Additional product introductions are expected this summer, including air fresheners, followed by a larger holiday collection in the fall, introducing new scents across an expanded range of products such as shower steamers and giftable formats.

“From the beginning, this partnership felt like a natural extension of both brands,” added Affton Coffelt, CEO of Broken Top Brands. 

“As a female-founded company, we’ve always been passionate about creating products that help people feel confident, inspired, and connected to the moments that matter most. Roxy has built an incredible legacy around empowering women through adventure and self-expression, and we’re excited to bring that spirit to life through fragrance and personal care in a way that feels both elevated and accessible.”