Sydney Sweeney is selling 5,000 bars of soap containing her own bathwater
Sydney Sweeney, the Emmy-nominated actress known for her captivating performances in Euphoria and The White Lotus, has made headlines with an unconventional business venture.
On May 29, 2025, Sweeney announced a partnership with men’s grooming brand Dr. Squatch to release “Bathwater Bliss,” a limited-edition soap bar infused with her actual bathwater.
Priced at $8, only 5,000 bars will be available for purchase starting June 6, 2025, on Dr. Squatch’s website.
The product has ignited a firestorm of reactions, blending excitement, curiosity, and controversy across social media and news outlets.
This move places Sweeney in a unique position within the realm of celebrity marketing, where stars increasingly leverage their public personas for innovative, and sometimes provocative, business opportunities.
The announcement has drawn comparisons to other celebrity-driven products, such as Gwyneth Paltrow’s Goop ventures, but Sweeney’s soap stands out for its audacious premise and direct response to fan culture.
From Viral Ad to Viral Product: The Origin Story
The concept for “Bathwater Bliss” emerged from a viral Dr. Squatch advertisement in 2024, where Sweeney starred as the “Dr. Squatch Body Wash Genie.”
In the ad, she playfully addressed viewers as “dirty little boys” while lounging in a bubble bath, promoting the brand’s natural soap products.
The campaign resonated widely, but it also sparked an unexpected fan response: requests for Sweeney’s bathwater.
“Fans always joke about wanting my bath water,” Sweeney shared in an exclusive interview with GQ.
“I was like, ‘This is just such a cool way to have a conversation with the audience and give them what they want.’”
Initially unaware of the “erotic implications” of bathwater, as she admitted to GQ, Sweeney saw an opportunity to transform a quirky fan request into a marketable product.
“When your fans start asking for your bathwater, you can either ignore it, or turn it into a bar of Dr. Squatch soap,” she stated in an official press release.
“It’s weird in the best way, and I love that we created something that’s not just unforgettable, it actually smells incredible and delivers like every other Dr. Squatch product I love.”
The decision reflects Sweeney’s savvy approach to her public image, capitalizing on her fanbase’s enthusiasm while aligning with Dr. Squatch’s mission to promote natural personal care products.
The collaboration builds on her existing relationship with the brand, which has positioned her as a key ambassador since her 2024 ad campaign.
The Product: Inside “Bathwater Bliss”
“Bathwater Bliss” is more than a novelty item; it’s a thoughtfully designed product that combines Sweeney’s bathwater with high-quality, natural ingredients.
According to Dr. Squatch, the soap features pine bark extract, exfoliating sand, and scents of Douglas fir and moss, reflecting Sweeney’s Pacific Northwest roots—she was born in Spokane, Washington.
“I wanted to have it lean towards my home roots, so there’s this really outdoorsy scent of, like, pine and earthy moss and fir,” Sweeney explained.
“So it smells super manly. But then there’s some city bath water mixed in.”
Each bar comes with a certificate of authenticity, verifying that it contains water from a bath Sweeney took during the 2024 Dr. Squatch ad shoot.
The soap is described as a medium-grit exfoliating bar, designed to appeal to Dr. Squatch’s primarily male customer base.
The brand’s Instagram account playfully referred to the scent as “morning wood,” emphasizing its rugged, outdoorsy appeal.
| Product Details | Description |
|---|---|
| Name | Sydney’s Bathwater Bliss |
| Quantity | 5,000 limited-edition bars |
| Price | $8 per bar |
| Release Date | June 6, 2025, at noon EST |
| Ingredients | Pine bark extract, exfoliating sand, Douglas fir, moss, Sweeney’s bathwater |
| Availability | Dr. Squatch Website |
| Certificate | Authenticates use of Sweeney’s bathwater |
John Ludeke, SVP of Global Marketing at Dr. Squatch, emphasized the product’s broader purpose: “We thrive on ideas that make you laugh and encourage you to pay attention to the ingredients in your personal care products.
This bar is bizarre, unexpected, and intended to get guys to think more deeply about the ingredients in the products they are putting on their bodies.”
Fan Reactions: A Polarizing Product
The announcement of “Bathwater Bliss” has polarized fans and the public. Social media platforms, including X, have been flooded with reactions ranging from enthusiastic support to outright disgust.
“This is the most Sydney Sweeney thing ever,” one fan commented on Instagram, reflecting excitement over the unique memorabilia.
Conversely, another user posted, “I would rather stink to high heavens than lather my body with someone else’s filth,” highlighting the discomfort some feel about the concept.
The controversy has been amplified by media coverage, with outlets like Entertainment Weekly noting the product’s appeal to “weirdos” who are eager to purchase it.
The Daily Mail reported “fierce backlash” from some fans who found the idea “creepy” and “gross,” while others praised Sweeney for her bold marketing move.
Despite the mixed reactions, the limited run of 5,000 bars suggests high demand, particularly among Sweeney’s dedicated fanbase.
The product’s exclusivity, coupled with its provocative premise, positions it as a potential collector’s item, similar to rare celebrity merchandise.
Sweeney’s Perspective: Empowerment or Exploitation?
Sweeney’s decision to sell bathwater-infused soap has sparked broader discussions about celebrity marketing, fan culture, and the objectification of public figures.
Some view the move as empowering, allowing Sweeney to take control of her image and profit from her fans’ fascination.
Others question whether it exploits her sexuality, given the suggestive nature of the product and its origins in fan comments.
Sweeney addressed these concerns, framing the project as a playful engagement with her audience.
“But then also hopefully encourage them to take care of themselves in a healthy way,” she said, emphasizing the product’s alignment with Dr. Squatch’s mission to promote natural, chemical-free personal care products.
Sweeney has previously spoken about the challenges of being hypersexualized, telling Variety in March 2024 that she feels she has “no control” over online discourse about her appearance.
By turning a potentially objectifying fan request into a marketable product, Sweeney appears to be reclaiming agency while aligning with a brand that prioritizes natural ingredients.
However, the debate persists, with some critics arguing that the product reinforces problematic aspects of celebrity culture.
The Bigger Picture: Celebrity Marketing in 2025
Sweeney’s “Bathwater Bliss” is part of a broader trend in celebrity marketing, where stars leverage their fame for unconventional products.
Comparisons have been drawn to Gwyneth Paltrow’s Goop, which has sold quirky wellness items like jade eggs and scented candles.
However, Sweeney’s soap stands out for its direct engagement with fan culture, turning a niche internet joke into a tangible product.
The collaboration also reflects Dr. Squatch’s strategy to stand out in the competitive personal care market.
By partnering with a high-profile figure like Sweeney, the brand taps into her massive following—over 25 million on Instagram—while reinforcing its commitment to natural products.
The soap’s release aligns with growing consumer interest in sustainable and chemical-free grooming options, a trend that Dr. Squatch has championed since its founding.
A Sudsy Statement
Sydney Sweeney’s “Bathwater Bliss” soap is more than a quirky product; it’s a bold statement at the intersection of celebrity culture, fan engagement, and innovative marketing.
Whether viewed as a genius business move or a controversial stunt, it has undeniably captured global attention and sparked conversations about the boundaries of fame and consumerism.
As the June 6, 2025, release date approaches, anticipation is high for how quickly the 5,000 bars will sell out.
Will “Bathwater Bliss” become a coveted collector’s item, or will it fade as a fleeting moment in celebrity marketing history?
One thing is certain: Sydney Sweeney has once again proven her knack for keeping the public talking, all while lathering up her brand in a way that’s uniquely her own.
