Squishmallows is launching teen-aimed fragrances. Dropping Oct. 5 at Ulta, the debut line, dreamed up by fragrance pro Joel Ronkin, is all about tapping into the teen perfume boom. The first three scents are inspired by fan-favorite plushies—fruity-floral Pink Possibilities (Patty the Cow), Moonlit Mist (Zumirez the Bat), and, of course, a vanilla scent called Whisked Away (Cam the Cat). The bottles are naturally shaped like the plushies, maximizing collectability, and smaller sizes and gift sets are dropping right in time for holiday gifts. Each scent is infused with “EmotiWaves” tech, which they describe as a scent science designed to trigger feel-good vibes through smell, matching their mission of joy and nostalgia. With a fandom that thrives on the “squish hunt,” the brand predicts its beauty debut could rack up $40M in year one—and it’s already eyeing global expansion. (Beauty Inc)
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