Sydney Sweeney is turning internet obsession into product innovation—literally. The Euphoria star has teamed up once again with natural soap brand Dr. Squatch, but this time, their latest collaboration comes with a wild twist: the soap is infused with a “touch” of Sweeney’s actual bathwater.
Yes, you read that right.
Titled “Sydney’s Bathwater Bliss,” the new limited-edition bar soap is both a cheeky nod to internet culture and a savvy marketing move. It follows Sweeney’s viral 2024 campaign with Dr. Squatch, where she starred in a series of playful body wash commercials that quickly racked up over 1.7 million likes on Instagram. The ads—which showed Sweeney relaxing in a bathtub filled with Dr. Squatch’s suds, sparked a flurry of comments, many of which jokingly asked where fans could buy her bathwater. That offhand internet gag has now become a very real product.
“When your fans start asking for your bathwater, you can either ignore it, or turn it into a bar of Dr. Squatch soap,” Sweeney said in a statement. “It’s weird in the best way, and I love that we created something unforgettable that still smells amazing and works like every other Dr. Squatch product I use.”
John Ludeke, Dr. Squatch’s SVP of Global Marketing, acknowledged the stunt’s bizarre nature, saying, “There’s no playbook for turning Sydney Sweeney’s bathwater into soap, but that’s why we did it. It’s unexpected and gets people thinking about what they’re actually putting on their skin.”
Reactions online have been predictably mixed. Some fans rushed to praise the creativity, others joked about ordering in bulk, while a few questioned the hygiene—or humanity—of it all. “Every day we stray further from God,” one top comment read. Another fan summed it up with: “We need to look at ourselves in the mirror.”
Only 5,000 bars of the product will be available. Starting May 29, fans can enter a giveaway via Dr. Squatch’s website and Instagram for a chance to win one of 100 exclusive bars. The rest go on sale for $8 each starting June 6 at 9 a.m. PT, available while supplies last.
Whether you think it’s genius marketing or a step too far, one thing’s clear: Sydney Sweeney knows how to make a splash.
REELated:
Sydney Sweeney is Dr. Squatch’s Body Wash Genie
