Xyrena launches fragrance from athlete

LOS ANGELES — Celebrity-branded perfumery Xyrena on Thursday introduced a new fragrance from basketball player Dalton Maldonado — the first signature scent from an openly gay athlete.

"We're thrilled to be working with Dalton on this fragrance launch," Killian Wells, CEO of Xyrena said. "He's a brave young man. We want to reward his courage and sportsmanship by helping him share his story through an innovative product release."

Xyrena will donate 15% of sales of Formula 3 — named after Maldonado’s jersey number — to You Can Play, an organization for LGBT athletes.

Early in Maldonado’s career, he experienced harassment from opponents in rural Kentucky, according to Xyrena. After his photograph was omitted from his yearbook, Maldonado received worldwide support.

"At certain moments in our lives, we are compelled to be messengers of change," Maldonado said. "I'm grateful to be able to work on this fragrance opportunity with Xyrena because of its potential to support and inspire fellow athletes in the LGBT community."

The fragrance features top notes of grapefruit, star anise and bergamot, in addition to middle notes of grass and ozone. The base notes consist of cotton flower and musk. The bottle features a metallic gold trading card with Maldonado’s image.

"The release of this … fragrance goes to show that discrimination never pays, but having the courage to be yourself certainly does," Wells said. "While nothing can make up for what Dalton has endured, I can confidently say most teens would gladly trade their yearbook photo for a fragrance deal and chance to better the world as an inspirational advocate."