Surfer Girls Rejoice—Roxy Just Quietly Relaunched Its Fragrance and Bodycare Line

Key Takeaways

• Roxy's perfumes were a favorite for surfer girl vibes in the early 2000s, including the now discontinued Hula.

• This summer, the brand relaunched its fragrance and body care with three new scents.

• The scents are available as body mists, lip balms, body scrubs, candles, and more.

Big news for anyone chasing that Midnight Sun , or millennials who used to spend afternoons circling the brand's board shorts in the DeLiA*s catalog—Roxy has just relaunched their fragrance and bodycare products. 

The iconic lifestyle and activewear brand, which was launched by Quiksilver in 1990 and has been serving hibiscus girl realness ever since, has expanded their offerings in a trio of new (yet somehow completely nostalgic) scents, each available in body sprays, whipped body scrubs, body butters, and more, which you can shop right now at roxy.com . The timing couldn't have been better—the relaunch comes on the heels of the new Roxy x Juicy Couture collaboration , further solidifying that we're in the midst of a Blue Crush style renaissance. 

The Roxy Legacy

If you're too young to remember the hold that the Roxy brand had over the '90s and '00s, its impact cannot be stated enough. The beachy brand was such a key element of teen magazines of the time, as well as trendy catalogs like Alloy and DeLiA*s. All the cool girls wore it, and that heart-shaped logo was an indicator (to me, at least) of a certified baddie. 

Even growing up in Greenville, Mississippi, which is extremely far from the beaches of Southern California, I felt like the hottest surfer gal in school every time I'd swing my pink, hibiscus-printed backpack over my shoulder. You couldn't tell me anything if I had my logo tee on, and I would save all my money for that coveted vial of Roxy Hula fragrance. I had never surfed in my life and lived nowhere near a beach at the time, but those boardshorts were a staple part of my early aughts wardrobe. That emotional connection was a key element the brand wanted to convey in relaunching the personal care range. 

"For us, the process started with emotion and nostalgia before product. Roxy has always represented more than apparel—it's a feeling, a lifestyle, and a version of girlhood so many women still connect with today," says Affton Coeffelt, CEO of Broken Top Brands, who are the producers behind the fragrances and personal care. "What's been incredible throughout this launch is realizing that sentiment never really disappeared. Whether it's women reconnecting with memories from growing up with the brand or younger generations discovering it for the first time, there's still something incredibly aspirational and emotional about Roxy." 

The New Scents

OG Roxy fans likely remember Hula, the brand's first foray into fragrances. If you weren't a Hula girlie, you were likely a fan of Roxy Pink or Roxy Love, which launched in 2007 and 2008, respectively. It's important to note that the new trio of scents— Hibiscus Wave , Sun Drift , and Deep Dive —are not recreations of their old-school counterparts, but align with the Roxy ethos, and funny enough, smell extremely nostalgic despite never having graced the pages of the Alloy catalog. Unlike some of the products that did, however, Coeffelt notes that the 2026 Roxy relaunch aligns with modern beauty standards by incorporating more modern ingredients and more thoughtful formulations. 

"Each scent was designed to capture a different side of the Roxy lifestyle while still feeling cohesive as a collection," Coeffelt says. "Across all three fragrances, there's a shared clean, beach-inspired DNA, but each scent takes that feeling in a very different direction." 

Hibiscus Wave is your classic Roxy surfer babe, mixing citrus and orange blossom with notes like coconut and amber. Sun Drift is fun, flirty, and floral-forward, blending hibiscus and plumeria with juicy guava, and sandalwood. Deep Dive is the introspective water sign of the trio, mixing marine notes with pink sea salt, moss, and waterlily. Each of the scents are available as body mists, whipped body scrubs, body butters, lip balms, and even candles. 

Each of the scents are gorgeous on their own, but layer beautifully, especially given the different product formats you can play with. Personally, I like mixing Hibiscus Wave with Sun Drift, and with the body mists priced at $16 each, they're priced just right if you're like me and apply your scents with a heavy hand. As a die-hard Roxy Hula stan, this combo evokes similar nostalgic feelings for me, and anecdotally, it's the combo that has been complimented the most whenever I wear it. 

What's Next

Roxy is as iconic to snow bunnies as it was to us wannabe surfer babes, especially for Coeffelt in particular, who grew up in Sun Valley, Idaho and identified with the snow sports side of the brand. She hints that upcoming launches will lean into that side of the Roxy lifestyle. "Future collections will include scents like Vanilla Solstice, Après Shimmer, and Frost Rush," she says. "Honestly, the winter fragrance direction is incredible."

And those OG fragrances? Don't give up hope they might resurface just yet. While Coeffelt expresses that the new products are meant to be a modern evolution of the brand, she's fully aware of the perfume bottle-shaped hole in our hearts left by the discontinued originals. 

"We absolutely recognize how iconic fragrances like Hula, Roxy Pink, and Roxy Love were to so many women, and the emotional connection people still have to them is something we've been very aware of throughout this process," she says. "As we continue building out the fragrance world for Roxy, we definitely see opportunities to thoughtfully lean into the nostalgic side of the brand through special placements and future launches in a way that feels intentional and meaningful. I can't give away all the secrets just yet, but let's just say good things take time." Be still my heart.

In the meantime, shop the full range of Roxy fragrances and body care right now at roxy.com , priced between $16 and $24. 

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