The bio-based mats arrive in six designs priced under $20, including one made for the Jeep ducking community
Raleigh, N.C., July 29, 2026 —Simplifyber launched CRUSH!, a line of scented floor mats that release fragrance when stepped on, replacing the hanging cardboard tree and the vent clip with a product that holds scent in the material itself. The mats come in six designs, priced under $20.
Car fragrance has changed little since the cardboard tree arrived in 1952. CRUSH! moves the category to the floor, where fragrance releases on contact and repeats each time the mat is stepped on, with no gel puck in the cupholder and nothing hanging from the mirror.
CRUSH! began as a byproduct of Simplifyber’s business-to-business materials work. The company engineers sustainable shaped materials for the automotive, footwear and consumer goods industries, and after industrial partners repeatedly asked for scented offerings, it developed a method for embedding fragrance directly into a formed material. The consumer brand followed.
“Our partners kept asking for scent, so we solved it inside the material rather than adding a component on top,” said Phil Cohen, co-founder of Simplifyber. “Once it was working, it was clear that drivers wanted this more than any supplier did.”
Product details include:
- Fragrance released underfoot, repeating with each step, with no vent clip or hanging component
- Six launch designs, including one created for the Jeep ducking community
- 100% bio-based and biodegradable material
- Manufactured in the United States
- Priced under $20
Product samples are available to media on a first-come basis, and both co-founders are available for interviews. For more information, visit crushandsniff.com.
About CRUSH!
CRUSH! is a scented floor mat brand made from 100% bio-based materials. Available in bold shapes and signature scents, each mat releases fragrance when crushed underfoot, designed for cars, bathrooms, dorm rooms, gym bags, and anywhere you want to smell something good. Priced at $19.99. Crush it. Smell it. Bury it when you’re done.
For more information about CRUSH!, visit crushandsniff.com.
About Simplifyber
Simplifyber is an advanced materials and manufacturing company whose proprietary liquid fiber platform produces finished three-dimensional parts directly from natural fiber-based inputs, eliminating spinning, weaving, cutting, and assembly. Operating its first full-scale production line in Raleigh, North Carolina, Simplifyber serves automotive, consumer goods, and footwear markets with materials that are lighter weight, acoustically dampening, and approaching cost parity with conventional plastics. Backed by $20 million in investment from At One Ventures and Suzano, the world’s largest pulp manufacturer.
For more information about Simplifyber, visit simplifyber.com.
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