Sydney Sweeney, star of Euphoria and Anyone But You, unveiled an unconventional collaboration with men’s grooming brand Dr. Squatch, launching a limited-edition soap named Sydney’s Bathwater Bliss. The product, incorporating actual drops of the actress’s bathwater, was announced on May 29, 2025, and will be available for purchase starting June 6, sparking intense reactions across social media. The partnership stemmed from a prior Dr. Squatch ad campaign featuring Sweeney in a bathtub, which ignited fan curiosity. With only 5,000 units available at roughly $8 (R$ 68), the soap blends natural ingredients like exfoliating sand and pine bark extract with a trace of Sweeney’s bathwater. Described as a direct response to fan demands, the product has already garnered nearly one million entries in a giveaway for 100 free bars.
The concept, Sweeney revealed, originated as a playful pitch. At the New York premiere of her new film Echo Valley on June 4, she told E! News she proposed the idea to Dr. Squatch, finding the public’s reactions amusing. The campaign, blending humor and boldness, markets the soap as a fusion of “nature’s finest and Sydney Sweeney’s bathtub.”
The Bathwater Bliss soap, scented with a “Morning Wood” fragrance, features notes of pine, Douglas fir, and earthy moss, reflecting Sweeney’s Pacific Northwest roots. However, not all fans embraced the product. While some praised its creativity, others criticized it online, labeling it “weird” or questioning the ethics of selling something so personal.
Roots of a bold idea
The Sweeney-Dr. Squatch collaboration didn’t come out of nowhere. In October 2024, Sweeney starred in a Dr. Squatch commercial, appearing in a foam-covered bathtub while promoting a body soap with the provocative line: “Hey, dirty boys, interested in my body?” The ad went viral, amassing over 1.7 million Instagram likes, with fans flooding the comments to request Sweeney’s “bathwater.”
Dr. Squatch, known for irreverent campaigns and natural products, seized the opportunity. John Ludeke, the company’s senior vice president of global marketing, noted that the idea was “odd and unexpected,” aiming to make consumers rethink product ingredients. Sweeney embraced the project as a humorous way to reclaim fan interest.
- Initial spark: October 2024 ad goes viral on social media.
- Fan response: Comments demanding Sweeney’s bathwater gain traction.
- Development: Dr. Squatch collects purified water from the ad set for the soap.
- Launch: Official announcement on May 29, 2025, with sales starting June 6.
A soap with a story
Unlike typical celebrity products, Sydney’s Bathwater Bliss isn’t just a marketing gimmick. Its production involved a meticulous process to ensure authenticity. During the 2024 ad shoot, Dr. Squatch prepared a bathtub with purified water. Sweeney bathed on set, and the water was collected, treated, and incorporated into the soap, which also contains natural oils, shea butter, kaolin clay, and sea salt.
The result is a medium-grit soap designed for exfoliation, paired with a striking fragrance. Packaged in teal wrapping, it features a stylized illustration of Sweeney and a certificate verifying the bathwater’s inclusion, emphasizing the product’s exclusivity.
Social media reactions
The soap’s announcement took social media by storm, with responses ranging from excitement to sharp criticism. On Instagram, where Sweeney and Dr. Squatch shared the news, comments reflect the divide. Fans lauded the boldness, with remarks like “This is iconic!” and “I need 100 bars!” Others expressed unease, calling it “gross” or “sad for humanity.”
On Reddit, discussions explored the soap’s cultural implications, with some users questioning if the campaign perpetuates Sweeney’s objectification. One user, Meera Gregerson, defended Sweeney, arguing she’s legitimately capitalizing on her public persona, given its existing sexualized undertones.
Dr. Squatch anticipated the controversy. Ludeke admitted the campaign was crafted to “light a fire” online, leveraging the buzz to boost brand visibility.
Marketing strategy unveiled
Sweeney’s collaboration fits into Dr. Squatch’s broader strategy to stand out in the multi-billion-dollar men’s grooming market. Founded 11 years ago, the brand grew from a $5 million online venture to a $450 million giant, now sold at retailers like Walmart and Target.
Celebrity-driven, quirky campaigns are a Dr. Squatch hallmark. Recent efforts included a Mike Tyson partnership and a Valentine’s Day bouquet with soaps and Trojan condoms. Sweeney’s project, however, pushed boundaries further, with nearly one million giveaway entries in five days.
- Core goal: Highlight natural, sulfate-free ingredients.
- Target audience: Young men, Sweeney fans, and collectors of exclusive items.
- Digital approach: Organic campaign with minimal paid media.
- Early success: 973,000 giveaway entries by June 3, 2025.
Sweeney’s broader ventures
While the soap grabs headlines, Sweeney remains focused on her career. On June 4, she attended the Echo Valley premiere in New York, a thriller set to stream on Apple TV+ starting June 13. In the film, she plays Claire, a troubled young woman with a dark secret, alongside Julianne Moore. Sweeney called the role “multi-layered” and praised Moore as “one of the kindest people” she’s met.
Sweeney’s slate also includes Euphoria, which skyrocketed her fame, and Americana, co-starring Halsey. Her ability to juggle dramatic roles with eccentric ad campaigns underscores her versatility in entertainment.
A cultural phenomenon
Selling bathwater isn’t entirely new. In 2019, content creator Belle Delphine sold jars of her bathwater for $43, selling out quickly. More recently, Saltburn fans bought vinyls with “fake bathwater” inspired by a film scene. Sweeney’s soap, however, stands out for its scale and Dr. Squatch’s serious approach to production.
The product also sparks debate about celebrity marketing limits. While some view the campaign as a brilliant move, others see it as crossing a line, particularly for exploiting Sweeney’s sexualized image.
What to expect at launch
Sydney’s Bathwater Bliss will be sold exclusively on Dr. Squatch’s website starting June 6 at 12 p.m. ET. With only 5,000 units, the stock is expected to sell out fast, driven by curiosity and Sweeney’s fanbase. Dr. Squatch will also give away 100 free bars, with winners announced on launch day.
Buyers will need to act quickly, as demand is already high. The campaign, which began as a social media jest, has become a milestone in personal care marketing, showing how a wild idea can capture global attention.
Soap fun facts
Bathwater Bliss is more than a product—it’s a cultural moment with intriguing details:
- Limited run: 8,000 bars total, with 5,000 for sale and the rest for giveaways and promotions.
- Regional nod: The scent reflects Sweeney’s Pacific Northwest heritage.
- Certified authenticity: Each bar includes a certificate confirming the bathwater.
- Organic buzz: Dr. Squatch relied on word-of-mouth over paid ads.
A marketing milestone
The Sweeney-Dr. Squatch partnership is already a case study in branding. Turning a fan comment into a viable product showcases social media’s power in shaping markets. The campaign also cements Sweeney’s knack for embracing her public image, even in polarizing projects.
With the launch looming, the soap will likely keep fueling debates, whether as a collector’s item, cultural marker, or critique of fame’s commercialization.