Sydney Sweeney, known for her role in Euphoria, unveiled a unique collaboration with men’s grooming brand Dr. Squatch on May 29, 2025, launching Bathwater Bliss, a limited-edition soap containing drops of bathwater used during her 2024 advertising campaign. Limited to 5,000 units, each accompanied by a certificate of authenticity, the soap goes on sale June 6, with a giveaway of 100 units running from May 29 to June 5. The concept emerged after fans jokingly requested her bathwater on social media, prompting Sweeney to create a soap infused with pine, moss, and exfoliating sand, reflecting her Pacific Northwest roots. The campaign, which sparked mixed reactions, underscores Sweeney’s flair for creative entrepreneurship. The idea gained traction following a Dr. Squatch post on X, igniting frenzy among fans. The soap’s production repurposed water from a commercial where Sweeney appeared in a bubble bath.
- Launch: Sales begin June 6, with a giveaway of 100 units until June 5.
- Quantity: 5,000 soaps produced, each with a certificate.
- Ingredients: Pine, earthy moss, exfoliating sand, and Sweeney’s bathwater.
The product, blending bold marketing with fan appeal, has become one of 2025’s most talked-about launches.
Origin of the soap
Bathwater Bliss originated in October 2024, when Sydney Sweeney starred in a provocative Dr. Squatch commercial promoting a natural body wash. Filmed in a bubble bath, she teased viewers with, “Hey, dirty boys, interested in my body wash?” The ad went viral, prompting fans to flood social media with playful demands for her bathwater.
Sweeney, already a brand ambassador, saw an opportunity in the buzz. She noted in interviews that the concept was a fun way to engage fans, turning an eccentric request into a tangible product. Dr. Squatch preserved the commercial’s bathwater, incorporating it into the soap alongside natural ingredients like pine bark extract and exfoliating sand. The limited run of 5,000 units was designed to create urgency, fueling anticipation.
The marketing tactic, playing on fan curiosity, sparked online debates, with some praising the ingenuity and others questioning the product’s premise.
Product features
Bathwater Bliss is marketed as a natural soap combining rugged elements with a touch of exclusivity. Its formula features pine, Douglas fir, and earthy moss notes, evoking the forests of Sweeney’s native Spokane, Washington. Exfoliating sand ensures a deep cleanse, while the bathwater adds a unique selling point.
- Composition: Pine bark extract, exfoliating sand, pine and moss notes.
- Certificate: Each soap includes a document verifying Sweeney’s bathwater.
- Target audience: Aimed at men but appealing to all Sweeney fans.
- Price: Not yet disclosed, expected between $10 and $20 per bar.
Dr. Squatch emphasizes the soap’s natural, chemical-free formula, aligning with its mission of healthy grooming. The minimalist packaging highlights the Sweeney collaboration and the “outdoor bath” concept.
Sales strategy
Bathwater Bliss sales kick off June 6, 2025, at 9 a.m. Pacific Time on Dr. Squatch’s website. To boost engagement, the brand launched a giveaway of 100 free soaps, open from May 29 to June 5 via Instagram. The 5,000-unit cap creates exclusivity, urging quick purchases.
Fans can enter the giveaway by following Dr. Squatch’s Instagram instructions. The campaign, sparked by X posts, includes teasers featuring Sweeney and taglines like “Want to shower with Sydney Sweeney?”, amassing thousands of interactions. The soap is expected to sell out fast, driven by Sweeney’s star power and the product’s novelty.
Promotional efforts involve social media, with short videos detailing the soap’s creation and Sweeney discussing its inspiration. Dr. Squatch aims to sustain excitement with exclusive content until the launch.
Fan reactions
The Bathwater Bliss announcement triggered a wave of social media reactions. On X, fans celebrated the bold move, with comments like “My dreams came true” and “I’m buying this ASAP”. The hashtag #ShowerWithSydney, pushed by Dr. Squatch, racked up thousands of mentions in hours, reflecting widespread enthusiasm.
Conversely, some criticized the product as “weird” or “over the top”. X and Instagram posts questioned the ethics of selling bathwater, even in trace amounts, with remarks like “Love Sydney, but this is wild”. Despite the split, the controversy amplified the campaign’s reach, making the soap a top trending topic.
Dr. Squatch leaned into the reactions, responding with humor and emphasizing the product’s authenticity. The brand clarified that the bathwater was collected hygienically during the commercial shoot.
Sydney Sweeney’s career
Sydney Sweeney, 27, has emerged as a Hollywood standout. Her role as Cassie Howard in HBO’s Euphoria catapulted her fame, followed by acclaimed performances in The White Lotus and Anyone But You (2023), which sparked buzz about her chemistry with Glen Powell. She’s slated for projects like the Barbarella remake, where she stars and produces, and The Housemaid with Brandon Sklenar.
Beyond acting, Sweeney is an entrepreneur, running Fifty-Fifty Films and partnering with brands like Laneige and Dr. Squatch. Her knack for turning media attention into business ventures shines in Bathwater Bliss, cementing her as a cultural influencer.
- Recent projects: Euphoria season 3, The Housemaid, Barbarella remake.
- Ambassador: Laneige, Dr. Squatch, among others.
- Producer: Fifty-Fifty Films, focusing on bold projects.
The soap campaign exemplifies Sweeney’s ability to create viral cultural moments.
Dr. Squatch partnership
Sweeney’s collaboration with Dr. Squatch began in 2024, when she became a brand ambassador for its natural men’s grooming products. The October commercial, featuring her in a bathtub, garnered millions of views and interactions. Bathwater Bliss built on that success, capitalizing on the viral momentum.
Dr. Squatch, known for quirky campaigns like one with Nick Cannon, sees Sweeney as a way to reach broader audiences. The brand has leaned into limited-edition products to generate buzz, and Bathwater Bliss is its boldest move yet. Sweeney’s appeal drives engagement, particularly among younger fans.
Pacific Northwest inspiration
Bathwater Bliss draws on Sweeney’s Spokane, Washington, roots. Its pine, fir, and mossy notes evoke the region’s forests, while exfoliating sand adds a rugged touch. Sweeney helped craft the scent, ensuring it reflected her connection to nature.
The marketing ties this narrative to visuals of Sweeney in outdoor settings and messaging about a “natural clean”. The use of sustainable ingredients aligns with Dr. Squatch’s eco-friendly ethos, a key differentiator in men’s grooming.
Similar ventures
Selling bathwater-inspired products isn’t new. In 2019, influencer Belle Delphine sold her bathwater for $30 per jar, selling out instantly. Streamer Amouranth launched “Gamer Girl Bath Water” energy drink in 2024, tapping the same trend. Sweeney’s soap stands out for its natural formula and polished branding.
- Belle Delphine: Sold bathwater in 2019 for $30 per jar.
- Amouranth: Released bathwater-themed energy drink in 2024.
- Sydney Sweeney: Natural soap with bathwater, eco-focused.
These ventures show how celebrities turn quirky fan demands into marketable products, sparking viral moments.
Sales expectations
Dr. Squatch anticipates a quick sellout of Bathwater Bliss, fueled by Sweeney’s popularity and the 5,000-unit limit. The giveaway of 100 soaps has drawn thousands of entries, and X posts generated over 10,000 interactions in 24 hours. Additional videos featuring Sweeney are planned to maintain interest until June 6.
Fans missing out on the soap can explore other Dr. Squatch products Sweeney endorses. The campaign strengthens the brand’s innovative stance in grooming, while Sweeney bolsters her entrepreneurial profile.