Beauty Launches

Squishmallows Enters Fragrance with Blue Meadow Brands

This 3-scent collection comes in Squishmallows-shaped bottles with mood-boosting scents inspired by the brand’s iconic characters.

October 6, 2025

By: Rachel Klemovitch

Assistant Editor

In partnership with Blue Medows Brands, Squishmallows, the plush toy sensation in the US, is expanding its mission to spread joy through the power of fragrance.

Squishmallows introduces Squishmallows Fragrances: a debut collection of three mood-boosting scents inspired by the brand’s most iconic characters.

Each scent comes in bottles shaped like the Squishmallows character inspired by the scent.

Joel Ronkin, Blue Meadow Brands Founder & CEO, said,

“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.”

Blue Meadow partnered with DSM-Firmenich, the scent innovator behind such brands as Sol de Janeiro and Le Labo, and designer Lance McGregor, whose work includes Orebella, Jo Malone, and La Mer.

Together, they created fragrances and designs that embody the excitement, comfort, and joy synonymous with Squishmallows.

Fun-Loving Fragrances

Whisked Away: A vanilla amber gourmand inspired by Squishmallows’ mascot Cam the Cat and his love for coziness and comfort.
Pink Possibilities: A fruity, floral green inspired by Patty the Cow and her family’s booth at the springtime farmer’s market.
Moonlit Mist: A floral, fruity gourmand inspired by Zumirez the Bat and the enchanted forest he calls home.

All Squishmallows Fragrances will be available starting October 5 at Ulta Beauty stores nationwide and online.

Squishmallows Fragrances are layerable, certified under the four pillars of Conscious Beauty at Ulta Beauty, vegan, made from upcycled ingredients (5-12 depending on the scent), mood-boosting (Emotiwaves patented technology), and cruelty-free.