The popular plush brand Squishmallows is officially moving into the beauty aisle.
According to WWD, Squishmallows Fragrances will officially debut at Ulta Beauty locations across the country next month, bringing scents inspired by some of its most popular characters.
“We want to make this big,” creator Joel Ronkin explained to the outlet, noting that the team prioritized quality and design to make the fragrances feel like a meaningful first beauty buy for young fans. “We put a lot of thought into making the line well-designed and making sure customers will feel great about what, in many cases, might be their first fragrance purchase.”
According to the article, the first trio of scents includes “Pink Possibilities,” a fruity-floral inspired by Patty the Cow, “Moonlit Mist,” a moody floral tied to Zumirez the Bat, and “Whisked Away,” a vanilla-forward gourmand linked to Cam the Cat. Each comes in a bottle and will retail for $58, with minis and gift sets also available.
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Ronkin said the perfumes were infused with DSM-Firmenich’s “EmotiWaves” technology, which is engineered to evoke feelings of happiness through scent. “Squishmallows really grew during COVID-19 because it brought comfort and joy to people during that time, and this fragrance launch is the next extension of that mission,” he shared.
Fans were quick to comment on the upcoming release on Instagram.
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“I love the fauncy bottles,” one person said, while another agreed, “I want them just for the bottles lol.”
Another person commented, “dude i need them to make a junie one.”
“1 oz for $38 seems really expensive, like is this Gucci??!!” another declared.
Fans will be able to purchase one of these scents online and in-store at Ulta starting October 5.
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