Plush toy giant Squishmallows is breaking into beauty with the launch of three perfumes.
The debut Squishmallows Fragrances collection launched into Ulta Beauty stores and on ulta.com on 5 October, featuring three fragrances inspired by some of the company’s core characters.
The collection is a collaboration between Squishmallows, owned by Jazwares, and Blue Meadow Brands, founded by fragrance veteran Joel Ronkin, and brings on board some of the fragrance industry’s biggest names.
Blue Meadow Brands develops, crafts, and manufactures fragrances, built on Ronkin’s own 25-year career in scent development.
The company partnered with DSM-Firmenich, the scent innovator behind fragrances from Sol de Janeiro and Le Labo, and designer Lance McGregor, whose previous clients include Orebella, Jo Malone London and La Mer.
The three mood-boosting scents are each infused with an exclusive Squishmallows Accord, blending marshmallow with EmotiWaves – a trademarked scent technology the company claims elicits feelings of happiness, well-being and joy.
McGregor’s design takes inspiration from the familiar shapes of Squishmallows’ characters, with a collectable bulb atomiser for “squishability” with each bottle.
For a limited time, as part of the launch, shoppers will receive an exclusive Squishmallows plush with the purchase of any 100ml Squishmallows Fragrances in stores and at ulta.com.
The launch comes as more beauty brands engage with consumers through the release of plushies, soft toys and other collectables.
"Squishmallows Fragrances builds on the brand's legacy of sensorial delight, unveiling a fresh and immersive way to experience its signature joy,” said Ronkin.
“In working with the Squishmallows team, we saw an opportunity to translate the brand's core values – happiness, inclusivity, and collectability – into scent, deepening the emotional connection fans have with this one-of-a-kind brand.
“Through fragrance, we hope to provide comfort and joy to consumers that they can take with them wherever they go.”
"Squishmallows has become a global powerhouse franchise with diverse product offerings that transcend well beyond the toy aisle, capturing the hearts and minds of fans everywhere," added Gerhard Runken, Executive Vice President of Brand & Marketing at Jazwares.
"Collaborating with Blue Meadow brings the brand to life through an authentic Squishmallows fragrance experience we know fans will love and is sure to invigorate their senses."
Squishmallows fragrance – discover the scents
Whisked Away
Inspired by Squishmallows’ original launch, Cam the Cat, Whisked Away is a vanilla amber gourmand scent that brings cosiness and comfort.
Key notes include foamy milk, caramel drizzle and vanilla latte, with tiger orchid, sandalwood and white peach.
Pink Possibilities
This fruity floral fragrance takes inspiration from Patty the Cow, with fresh and sweet elements to emulate a springtime farmer’s market.
Key notes of fresh-picked strawberry, juicy kiwi and pink sugar are amplified by the addition of sheer amber, waterlily and plum blossom.
Moonlit Mist
Inspired by Zumirez the Bat and the enchanted forest the character comes from, Moonlit Mist is a floral, fruity gourmand scent.
Key notes of green apple, sweet cherry and lychee blossom are balanced by American cedarwood and soft musks.
30ml US$38, 100ml $58, 3-piece Coffret Set $40, ulta.com