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The plush toy phenomenon Squishmallows is expanding its signature charm into a brand-new category: fragrance. In partnership with Blue Meadow Brands, founded by scent industry veteran Joel Ronkin, the beloved brand owned by Berkshire Hathaway’s Jazwares has launched Squishmallows Fragrances, a debut collection of three mood-boosting perfumes inspired by its most iconic characters.
Crafted in collaboration with renowned fragrance house DSM-Firmenich and designer Lance McGregor, the collection blends sweet nostalgia with cutting-edge scent technology. Each fragrance features the exclusive Squishmallows Accord—a fluffy marshmallow-inspired scent enhanced by EmotiWaves™, a patented technology scientifically proven to boost mood and well-being.
The three debut scents include:
Whisked Away: A cozy vanilla amber gourmand inspired by Cam the Cat, with notes of caramel drizzle, vanilla latte, and sandalwood.
Pink Possibilities: A fruity floral green inspired by Patty the Cow, blending strawberry, kiwi, and pink sugar.
Moonlit Mist: A floral fruity gourmand inspired by Zumirez the Bat, with green apple, lychee blossom, and soft musks.
Each fragrance is available in 100 mL ($58), 30 mL ($38), and a 3-piece coffret set ($40). The bottles, designed by McGregor, mirror the rounded shapes of Squishmallows characters and feature a collectible bulb atomizer for extra “squishability.”
Launched October 5, 2025, Squishmallows Fragrances is available exclusively at Ulta Beauty stores and Ulta.com. For a limited time, customers will receive a free Squishmallows plush with the purchase of a 3.4 oz fragrance.
“We’re thrilled to welcome Squishmallows Fragrances into the Ulta Beauty family,” said Linda Suliafu, VP of Merchandising at Ulta Beauty. “It’s a joyful blend of scent, self-expression, and collectibility.”
The fragrances are vegan, cruelty-free, made with upcycled ingredients, and certified under four Conscious Beauty pillars at Ulta.
“Squishmallows continues to expand beyond toys into lifestyle,” said Gerhard Runken, EVP of Brand & Marketing at Jazwares. “This collaboration with Blue Meadow captures the essence of the brand—comfort, joy, and connection—now through scent.”
© 2025 David Mazor
Disclosure: David Mazor is a freelance writer focusing on Berkshire Hathaway. The author is long in Berkshire Hathaway, and this article is not a recommendation on whether to buy or sell the stock. The information contained in this article should not be construed as personalized or individualized investment advice. Past performance is no guarantee of future results.