Ulta Beauty x Squishmallows is Full of Fun, Tactile Features
Laura McQuarrie — August 15, 2025 — Fashion
The collectibles craze has drawn in kidults who are eagerly snapping up collaboration products like the newly launched Ulta Beauty x Squishmallows Collection. True to the sensorial qualities of the plush characters people of all ages love, the eight-piece collection includes a Squishy Eyeshadow Palette, a fuzzy Cosmetics Bag, and a bubble-shaped blush stick that's creamy and buildable. When it comes to applying the collaboration's products or other favorites from the beauty retailer, the Ulta Beauty x Squishmallows also includes a colorful brush set and a set of—naturally squishy—makeup sponges.
Across the unique beauty collab, fans will recognize the familiar faces of Benny the Bigfoot, Cam the Cat, Malcolm the Mushroom, and Patty the Cow.
Across the unique beauty collab, fans will recognize the familiar faces of Benny the Bigfoot, Cam the Cat, Malcolm the Mushroom, and Patty the Cow.
Trend Themes
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Sensory-driven Beauty Products — The integration of tactile elements in beauty products, such as squishy textures, presents new sensory experiences in cosmetics.
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Collectible-themed Collaborations — Limited-edition collectible partnerships attract both nostalgia-driven consumers and new audiences, enhancing brand engagement and product appeal.
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Kidult-centric Offerings — The rise of 'kidults'—adults with a penchant for childlike experiences—enables brands to innovate with playful, age-agnostic product lines.
Industry Implications
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Beauty and Personal Care — The fusion of playful, multisensory elements expands the horizons of the traditional beauty industry, catering to diverse consumer preferences.
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Toys and Collectibles — Cross-industry collaborations with the toy sector create opportunities for brands to tap into the enthusiasm of devoted collectors and fans.
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Retail and Consumer Goods — Retailers embracing experiential and novelty products can capture the imaginations of consumers seeking memorable shopping experiences.
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