Actress Sydney Sweeney’s collaboration with Dr. Squatch on a soap product claiming to contain her actual bathwater has ignited debate online about celebrities, marketing strategies, and personal branding.
The soap, called “Sydney’s Bathwater Bliss,” is an exfoliating bar containing sand, pine bark extract, and what the company claims is “a touch of Sydney’s real bathwater.” Only 5,000 bars will be available at $8 each when they launch on June 6, 2025.
Sweeney noted in the product announcement that when fans request your bathwater, you have options – either disregard it or transform it into Dr. Squatch soap. She described the concept as weird in a positive way and expressed satisfaction with the product’s fragrance and quality.
The collaboration follows Sweeney’s viral Dr. Squatch bubble bath advertisement, which apparently sparked fan requests for her bathwater. Sweeney explicitly confirmed the bathwater claim, stating, “They took the water from my actual bath during the shoot, so it’s my real bathwater.”
John Ludeke, SVP of Global Marketing at Dr. Squatch, explained their unconventional approach, noting there’s no standard procedure for incorporating a celebrity’s bathwater into soap products. Ludeke emphasized that the unusual nature of the product was intentional, designed to make consumers think more carefully about their personal care choices.
The product description notes the soap features scents of pine, Douglas fir, and earthy moss, reflecting Sweeney’s Pacific Northwest roots.
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Online reactions have been sharply divided. Supporters call it a brilliant marketing move, comparing it to Gwyneth Paltrow’s controversial “This Smells Like My Vagina” candle. “Whatever makes men take showers,” one social media user commented.
Critics, however, have expressed concerns about objectification. “This is what happens when you are admired by mostly men. They reduce you to a mere object of desire,” wrote one user on social media platform X. Others worried about the impact on Sweeney’s acting career, with comments like: “You’re one of the most promising young actresses of your generation, act like it.”
This isn’t the first celebrity bathwater merchandise to hit the market. Years before, online content creator Belle Delphine made headlines with a similar concept, establishing an unusual niche in personal celebrity products.
A pre-sale giveaway for 100 bars of Sydney’s Bathwater Bliss is currently running from May 29 to June 5, 2025, ahead of the official launch.
This marketing stunt comes as Sweeney recently called off her engagement to Jonathan Davino. According to a source cited by People Magazine, Sweeney “didn’t feel right” about the wedding despite being excited about her professional projects.
With this unusual product launch, Sweeney and Dr. Squatch have certainly achieved one marketing goal—getting people talking. Whether this publicity stunt helps or hurts Sweeney’s career remains to be seen.
