Moonlit Mist
EDT
Squishmallows
Favourite
Squishmallows
Character-led sweet fragrances built for fandom, gifting, and easy wear.
About Squishmallows
Squishmallows entered fragrance in 2025 with a debut collection of three eau de parfums sold through Ulta Beauty, created in partnership with Blue Meadow Brands and built around character-led scent concepts. The line translates the toy brand's plush, comfort-first identity into perfume through an exclusive Squishmallows Accord that blends marshmallow with EmotiWaves, a proprietary scent technology the company says is intended to support happiness and well-being.
The first release consists of Whisked Away, Pink Possibilities, and Moonlit Mist, each tied to a specific Squishmallows character and styled as a mood-led gourmand, fruity floral, or floral fruity gourmand. That makes the fragrance direction unusually playful for mass-market perfume: soft sweetness, fruit, and airy musks are used to mirror the brand's existing character universe rather than to build a traditional prestige fragrance identity.
As a fragrance label, Squishmallows is still very new and extremely limited in scope, with early distribution centered on Ulta and a small launch lineup. Its positioning is closer to collectible novelty fragrance than a mature perfume house, and the main appeal is the crossover between fandom, giftability, and easy-to-wear sweet scents.
At a Glance
The Brand
Founded
2017
Founder
Rory Asdel
Country
United States
Category
MassMarket
Scent Personality
Worth It?
Scent DNA
gourmand
fruity floral
floral fruity gourmand
- Squishmallows fragrances are built around soft sweetness, plush-like comfort, and character-specific storytelling rather than classic perfumery structure
- The line leans heavily into marshmallow, vanilla, fruit, and airy musk notes, with an added branded accord that gives the scents a shared identity across the range
Top Notes
Heart Notes
Base Notes
Typical Performance
Longevity
Moderate
Projection
Moderate
Positioning
A massmarket, mid house known for gourmand compositions.
How It Compares
- → Sweeter than Marc Jacobs
- → More playful than Ariana Grande
- → Less polished than Bath & Body Works
- → Less fragrance-led than Disney
Who It's For
Best For
- gift buyers
- younger fragrance wearers
- fans of sweet gourmand scents
- casual everyday wear
- collector-style novelty fragrance shoppers
Strengths & Weaknesses
Strengths
- Clear character-based concept
- Easy-to-like sweet scent profiles
- Strong giftability and brand recognition
- Accessible price points for the category
Weaknesses
- Limited range and very new brand history
- Likely too sweet for minimalists
- Brand identity depends more on toys than fragrance craft
- Low appeal for shoppers seeking complex niche perfumery
Brand Evolution
The fragrance launch is a first step rather than an evolution of an established perfume line, so there is no long scent history to track yet. If the brand expands, its likely direction is more character-based flankers, more gourmand sweetness, and continued use of novelty-friendly packaging and retail exclusives.
Quick Verdict
Squishmallows fragrance is a cute, highly commercial entry that sells personality before perfumery. It should work well for gifting and fans, but serious fragrance collectors will probably find it simple and heavily novelty-driven.
