BeautyRival – The plush phenomenon that comforted millions during the pandemic is now taking its next big leap. Squishmallows, known worldwide for its soft and huggable characters, is launching Squishmallows Fragrances — the brand’s very first beauty line. The collection will debut nationwide at Ulta Beauty on October 5, 2025, bringing nostalgia and scent together in a way fans have never experienced before.
This launch is not random. It is led by fragrance veteran Joel Ronkin, cofounder and CEO of Jennifer Aniston’s LolaVie. He has also worked on perfumes for Ariana Grande, Juicy Couture, and Justin Bieber. According to Ronkin, Squishmallows fits perfectly into today’s booming teen beauty market. In fact, a 2025 Boston Consulting Group study revealed that 75 percent of teens already use fragrance by age 13. Even more, teen beauty spending is growing over 20 percent each year, far outpacing the overall market. Therefore, Squishmallows sees a huge opportunity.
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The debut line will feature three scents, each priced at $58 for 100 ml:
All bottles include a bulb atomizer designed by Lance McGregor. This detail mirrors the soft and cuddly nature of Squishmallows while adding a sense of prestige. To make the line accessible, the brand will also release 30 ml bottles ($38) and a holiday gift set ($40) featuring mini sizes.
Squishmallows became a viral sensation during COVID-19 because it offered comfort in difficult times. Now, that mission continues through fragrance. The brand partnered with DSM-Firmenich to include EmotiWaves neuroscent technology, designed to spark happiness and positive feelings through smell. “Like fragrance, Squishmallows is rooted in emotion, nostalgia, and self-expression,” said Linda Suliafu, VP of merchandising at Ulta.
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Since its debut in 2017, Squishmallows has sold more than 485 million plush characters in over 60 countries. Collectors often call their search for rare plushies the “squish hunt.” By moving into fragrance, Squishmallows extends that culture of collectibility into beauty. Industry sources estimate that the line could generate over $40 million in its first year. Clearly, this is more than just a novelty — it is a major business move.
The fragrance collection will follow the same formula that made Squishmallows plush toys a global success: limited editions and constant excitement. Seasonal drops and new scent formats are already under consideration. Furthermore, expansion into Canada and Europe is on the horizon. “We want to spread joy, not only here in the U.S., but across the globe,” said Ronkin. With strong emotional storytelling and global recognition, Squishmallows is ready to build a beauty empire as irresistible as its plush toys.
