# Plush-Inspired Sensorial Cosmetics Ulta Beauty x Squishmallows is Full of Fun, Tactile Features By Laura McQuarrie | Published 2025-08-15 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/ulta-beauty-x-squishmallows References: [toybook](https://toybook.com/ulta-beauty-squishmallows-makeup-launch/) & [ulta](https://www.ulta.com/brand/squishmallows)  The [collectibles craze](https://www.trendhunter.com/trends/giftable-squishmallows) has drawn in kidults who are eagerly snapping up collaboration products like the newly launched [Ulta Beauty](https://www.trendhunter.com/trends/ulta-beauty-x-mini-brands-pops-plush-keychains) 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](https://www.trendhunter.com/trends/clinique-x-crayola), fans will recognize the familiar faces of Benny the Bigfoot, Cam the Cat, Malcolm the Mushroom, and Patty the Cow. ## Trend Insights (Trend Hunter) - Score: 8.2/10 - Popularity: 100% | Activity: 100% | Freshness: 47% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### What Makes This Trend Stand Out - **Sensory-driven Beauty Products:** The integration of tactile elements in beauty products, such as squishy textures, presents new sensory experiences in cosmetics. - **Collectible-themed Collaborations:** Limited-edition collectible partnerships attract both nostalgia-driven consumers and new audiences, enhancing brand engagement and product appeal. - **Kidult-centric Offerings:** The rise of 'kidults'—adults with a penchant for childlike experiences—enables brands to innovate with playful, age-agnostic product lines. ### Sectors Adopting This - **Beauty and Personal Care:** The fusion of playful, multisensory elements expands the horizons of the traditional beauty industry, catering to diverse consumer preferences. - **Toys and Collectibles:** Cross-industry collaborations with the toy sector create opportunities for brands to tap into the enthusiasm of devoted collectors and fans. - **Retail and Consumer Goods:** Retailers embracing experiential and novelty products can capture the imaginations of consumers seeking memorable shopping experiences. ## Related on Trend Hunter - [Playful Plush Skin Products](https://www.trendhunter.com/trends/tonymoly.md) - [Plush Beauty Keychains](https://www.trendhunter.com/trends/ulta-beauty-x-mini-brands-pops-plush-keychains.md) - [Blind Box Cosmetic Partnerships](https://www.trendhunter.com/trends/squishmallows-x-drpawpaw.md) - [Plush-Inspired Perfumes](https://www.trendhunter.com/trends/squishmallows-fragrances.md) - [Collectible Pimple Patches](https://www.trendhunter.com/trends/squishmallows-blemish-patches.md) - [Beauty Product Replicas](https://www.trendhunter.com/trends/beauty-product-replicas.md) - [Marshmallow-Inspired Beauty Collabs](https://www.trendhunter.com/trends/jetpuffed-taste-beauty.md) - [Sensory ASMR-Style Toys](https://www.trendhunter.com/trends/incredible-group.md) - [Key Chain Lip Glosses](https://www.trendhunter.com/trends/key-chain-lip-gloss.md)