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Jazwares and SnapBrands Blend New Squishmallows Cosmetics 

August 4, 2025

By Allison Watkinson

TLL Reporter

Jazwares has launched a partnership with SnapBrands to debut a licensed cosmetics collection based on its Squishmallows plush property.

Available exclusively through Ulta Beauty, the collection includes Squishmallows-themed eyeshadow palettes, makeup brush sets, press-on nails, blush sticks, lip gloss, makeup sponge sets and cosmetic bags.

“Squishmallows have always been about individuality and fun—and this cosmetics collection brings that same spirit into the beauty space,” said Jazwares EVP, Gerhard Runken. “Ulta Beauty is the perfect partner for this collection as a trailblazer redefining the beauty shopping experience.”

The blendable products are made with high-quality, cruelty-free ingredients and feature imagery, colors and details inspired by the brand’s core line of Squishmallows Squad characters.

“From the vivid chrome packaging and squishable elements to the pigmented colors, these products create a tactile yet elevated multi-sensory beauty experience,” said SnapBrands founder, Kate Kimmerle.

The full range of products is currently available to shop at the Ulta e-commerce website and at participating Ulta Beauty store locations throughout the U.S.

First launched in 2017, Squishmallows has grown into a global plush brand and lifestyle property that has an expansive all-ages fan-base that extends around the world.

Since the brand’s debut, Jazwares has grown Squishmallows through a wide range of multi-category partnerships and collaborations with numerous licensees across the globe.

Founded in 1997, Jazwares is a global toy manufacturing and production company that represents a broad portfolio of wholly-owned and licensed brands.

In addition to Squishmallows, the company offers play products and experiences such as toys, costumes, pet products and virtual games.

SnapBrands is a consumer products company that operates a portfolio of brands within the beauty and lifestyle sector. Its portfolio includes brands such as Miss Spa, everybeing, M. Skincare, Naturally G4U and kiss me kate.

Photo Source: Squishmallows Beauty Collection via Ulta Beauty.

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Filed Under: Cosmetics/Nail Polish/Other, U.S., Open Content, Editorial, Top Story, TLL, Health and Beauty Products, Recent Headlines, Archive, Articles, Featured Tagged With: SnapBrands, Ulta Beauty, makeup, cosmetics licensing, Squishmallows, Squishmallows Licensing, Jazwares

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