Squishmallows

Character-led sweet fragrances built for fandom, gifting, and easy wear.

MassMarket Official Website

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.[2][3][4] 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.[1][2]

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.[1][2][8] 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.[1][2]

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.[1][2][4] 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.[7][8]

At a Glance

The Brand

Founded 2017
Founder Rory Asdel
Country United States
Category MassMarket

Scent Personality

Sweetness
Very High
Freshness
Mild
Boldness
Mild
Uniqueness
Moderate

Worth It?

Price ££
Value
High
Accessibility
Very High

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.[1][2][8]

Top Notes

Cinnamon Apple F foamy milk C caramel drizzle F fresh-picked strawberry

Heart Notes

Peach Orchid Plum Blossom F freesia petals W waterlily

Base Notes

Sandalwood V vanilla latte S sheer amber A American cedarwood S soft musks

Typical Performance

Longevity
Moderate
Projection
Moderate

Positioning

A massmarket, mid house known for gourmand compositions.

How It Compares

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.[1][2][4] 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.[1][7][8]

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.

Squishmallows Perfumes