Blue Meadow Brands is expanding its Squishmallows fragrance line into Canada through Sephora Canada, with five scents and several product formats now available as the company builds on a U.S. launch last year.
The collection includes Pink Possibilities, Whisked Away, Moonlit Mist, Whisked Away Tropical Sunset and Wonder Whirl. The products are available now through Sephora Canada, with distribution to all Sephora Canada stores scheduled to expand on Sept. 15.
Expansion follows U.S. launch
Blue Meadow introduced Squishmallows fragrances in the U.S. last year with three scents: Pink Possibilities, Whisked Away and Moonlit Mist. The line has since expanded to include Eau de Parfum travel sprays, the limited-edition Whisked Away Tropical Sunset Eau de Parfum and Wonder Whirl Eau de Parfum.
The company said the fragrance line has recently become the No. 1 fragrance on Ulta Beauty’s TikTok Shop, which it cited as evidence of demand among beauty consumers.
“The response to Squishmallows Fragrances has been incredible, and we’re thrilled to bring the collection to Canadian consumers through Sephora Canada. Squishmallows has always been about creating moments of comfort and joy, and we’re proud to continue expanding that playful experience through fragrance. This launch marks an exciting milestone as we introduce our mood-boosting scents to even more fans around the world,” said Joel Ronkin, founder and CEO of Blue Meadow Brands.
The collection was developed in partnership with DSM-Firmenich and designer Lance McGregor. The fragrances use what the company calls the Squishmallows Accord, a combination of marshmallow notes and EmotiWaves scent technology.
The 3.4-ounce fragrances also come with three caps: a travel cap, a regular spray atomizer and a collectible bulb atomizer.
a Canada now, with distribution expanding to all Sephora Canada stores on Sept. 15.
Squishmallows business
Squishmallows launched in 2017 and has sold more than 600 million plush units worldwide, according to the release. The brand is owned by Jazwares, which continues to expand the Squishmallows product line through collaborations, new consumer product categories and fan experiences.
Blue Meadow Brands was founded by Ronkin and develops, crafts and manufactures fragrances. The company says it focuses on fragrance development, innovation and sustainability.
More from Retail Insider:
