Sydney Sweeney’s latest viral project is personal: ‘Weird in the very best way’
Sydney Sweeney is giving the people what they want, even if that something is a little unusual.
The “Euphoria” heartbreaker, who bought a house in the Florida Keys last year, has an eyebrow raising project that has nothing to do with movies or TV. The actress teamed up with personal care brand Dr. Squatch to create a soap called Bathwater Bliss, made with a dash of — you guessed it or maybe not — her bath water.
OK, that’s not as gnarly as it sounds. The used H20, already purified, was reportedly treated, then infused into the $8 bar.
The woodsy smelling item, which also contains pine bark extract, launched Friday, and is already sold out. But we have a feeling the powers that be may throw together a few more batches due to the crazy high demand.
The idea, “weird in the very best way,” was actually hatched by Sweeney. Last fall, the “White Lotus” star appeared in a few ads for Dr. Squatch’s men’s natural body wash. In one, she promotes the product from a bubble bath.
The ad not only went viral, but many of her fans were joking they wanted to buy not just the wash, but the leftover water.
“There was this undercurrent of conversations related to Sydney,” John Ludeke, the brand’s VP of global marketing, told AdWeek. “I don’t think they meant it in a literal sense, or maybe now it’s apparent they did.”
On Wednesday night, in New York for the premiere of her new Apple TV series, “Echo Valley,” she was, of course, asked about her unexpected success in the male grooming industry (projected to reach $376.4 billion by 2030).
“I think that it’s more fun to see everyone else talking about it,” the 27-year-old said cheekily, proudly adding, “I pitched it.”
Despite Sweeney’s soap being sold out, you can still shop her favorites on the website.
This story was originally published June 6, 2025 at 6:31 PM.
