SYDNEY Sweeney has been getting pervy fans hot under the collar after releasing limited edition bars of soap containing her bathwater.
But the Hollywood star, 27, is not the first celebrity to cash-in on fans’ dirtier fantasies – and PR gurus have told The Sun why it could be a genius move for her.
The Eurphoria and Anyone But You actress created her Bathwater Bliss with Dr. Squatch, who made 5,000 bars that come with a certificate saying they come from the water she bathed in.
Ms Sweeney said: “When fans start asking for your bathwater, either ignore it or turn it into a soap.
“It’s weird in the best way.”
Nick Ede, branding expert, told us the actress has clearly got “a good sense of humour”, adding: “I think she understands the kind of irony of her celebrity.
“She also understands that a show like Euphoria, for instance, which is pretty sexual, will have had people fall in love with her because of her character… She is a sex symbol.”
Mr Ede went on to say, being a celebrity now is “all about the fans” and “getting them engaged”.
“In every way this is good PR,” he added.
Belle Delphine
Ms Sweeney is not even the first celebrity to be selling her dirty bathwater, with the gimmick having been pioneered by British-South African influencer and porn star Belle Delphine.
The star, 25, began controversially flogging her bathwater in 2019 – and last year revealed how much she’d made from the venture.
She launched Gamergirl Bath Water in July 2019 and sold out within three days.
When she launched the product on her online store, it was going for $30 (£22) a pop and she said she managed to sell 600 in total – making $18,000 (£13,370) in bathwater sales.
During an appearance on The Louis Theroux Podcast, she said: “Obviously the sexual aspects of it also is very clickable, but where I got inspiration from it was I knew that Japan has panty vending machines.”
Katie Price
Former Page 3 girl Katie Price raised some eyebrows in January 2023 when she announced plans to sell off memorabilia from her time as a glamour model.
This included sets of used underwear for £350 a pop, framed and signed.
Speaking on an Instagram live, mum-of-five Katie shared: “I’m putting all my old underwear and bras in frames, and signing them, because they’re just hanging about, and they don’t fit me the amount of boob jobs I’ve had.”
When her pal asked if they had been cleaned, the star – who is well loved for her glamour modelling career – replied: “Well they might want them authenticated.”
Kerry Katona
Ex-Atomic Kitten singer Kerry Katona earns tens of thousands of pounds a month on her OnlyFans account.
But in 2022 she even began raking in cash from flogging her used underwear, with bra and knicker sets fetching up to £100 a pop.
The former Atomic Kitten star joined the subscription site in May 2020 and she’s confessed to being so desperate for money at the time that she couldn’t even pay her rent.
She charges £19-a-month for access to raunchy photoshoots and videos on her OF account.
Ms Katon said in 2022: “I’ve always been a grafter, I’ve always had my own money. I’ve never met anybody like me, to be honest!
“Someone who’s been on every side of the coin – go into bankruptcy, become a millionaire, go into bankruptcy and become a millionaire again. Who does that?”
Appearing on The Jay Hutton podcast, Kerry continued: “I think I’m quite extraordinary and I like to give myself a pat on the back.”
Brande Roderick
Former Playboy playmate and Baywatch Hawaii actress Brande Roderick appears to be currently selling her worn pyjamas, alongside an autograph on eBay for £110 ($149).
The 50-year-old revealed last year how she’s making “more money than ever” by stripping off on OnlyFans.
She told Fox News Digital: “Me being a single mom of two boys with no financial support from their father, I have to take care of my family.
“And for me, my passion and love is acting and producing. So, in order for me to do that, I have, you know, my side job with OnlyFans, which helps to facilitate my other passion of acting and producing.
“So, for me, it’s been really a wonderful outlet for me.”
Brande went on to compare her OnlyFans shoots to her Playboy work, but this time with more creative control.
Scarlett Johansson
During a chat show promotion for her 2008 film Spirit, Scarlett Johansson used a tissue twice to blow her nose.
That mucus covered tissue was signed by the star, now 40, and then auctioned off on eBay where it sold for over $6,523 (£4,803).
Johansson used the tissue during an appearance on The Tonight Show, explaining she’d caught a cold from Samuel L. Jackson, joking that it gave her sniffles “more value”.
She donated the money from the used tissue to USA Harvest, an American hunger charity.
Sydney Sweeney
Ms Sweeney became an ambassador for Dr Squatch in October last year, leaving fans hot under the collar by selling body wash while sitting in a bubble bath.
In the innuendo-filled ad, Sydney swooned to the camera: “‘Hello you dirty little boys, are you interested in my body… wash?”
“Well you can’t have it, because this isn’t for boys. It’s for men. This is Dr. Squatch Natural Body Wash with long lasting, natural aromas like wood barrel bourbon, pine tar, coconut castaway, and fresh falls.”
Her new soap – which costs $8 a bar and contains droplets of Ms Sweeney’s bathwater – goes on sale next week.
“People feel connected and free to be able to speak about me in whatever way they want, because they believe that I’ve signed my life away, Sweeney told Variety in March 2024.
“That I’m not on a human level anymore, because I’m an actor.”
Annabelle Knight, Sex & Relationships Expert at Lovehoney told The Sun: “The idea of buying soap infused with Sydney Sweeney’s bath water might seem bizarre to some, but it taps into a very real and popular kink – body worship and object fetishism.
“For some people, there’s a thrill in owning something that’s touched or belonged to someone they desire as it creates a feeling of intimacy, even if it’s one-sided.
“Think of it like a modern twist on keeping a lover’s t-shirt or locking away a love letter.
Sydney Sweeney looks incredible as she makes FOUR outfit changes in one day to promote new movie Echo Valley
By Callum Wells
SYDNEY Sweeney looked incredible as she made no less than four outfit changes in one day to promote her new movie, Echo Valley, in New York City.
Actress Sydney, 27, turned heads in a bold red gown, with a midsection that highlighted her svelte waist and a statement skirt accessorised with a giant red bow.
The Euphoria star wore her blonde locks in tumbling waves and accentuated her natural beauty with a full face of make-up.
Earlier in the day, Sydney put on an equally-chic display in a black fitted waistcoat and a white miniskirt, elevating her height with leather boots.
She toted her essentials around in a black leather handbag and shielded her eyes with wayfarer sunglasses.
If that wasn’t enough, Sydney was also spotted wearing a plaid brown jumpsuit and a giant matching tie on the same very steps of her hotel.
This time, she carried a stone handbag, which coordinated with her heels.
And, for her arrival at Good Morning America, the starlet put on a leggy display in a brown pinstriped blazer dress.
Sydney appeared to confirm her breakup with long-term partner Jonathan Davino at the film’s premiere.
Speaking to The Times at the AMC Lincoln Square event, the Washington-native was asked if she was still planning her wedding to Jonathan.
“No,” she replied. When pressed on whether she was now single, she answered simply: “Yes.”
The actress had been seen in recent months without her engagement ring, fuelling rumours that the couple – who began dating in 2018 and became engaged in 2022 – had quietly parted ways.
At Wednesday’s premiere, Sydney was joined by co-star Julianne Moore, who plays her on-screen mother in the new thriller.
The film follows Julianne’s character, a horse trainer living on a Pennsylvania farm, whose life is upended when her daughter, played by Sydney, arrives covered in someone else’s blood.
It comes as Sydney films the third – and potentially last – series of Euphoria.
The explicit teen drama, which follows recovering drug addict Rue (Zendaya) as she navigates school life and relationships while narrating the lives of her school mates, has become known for its dark storytelling.
Sydney shot to fame in the series as Cassie, a popular girl with painfully low self-esteem who starts an abusive relationship with her best friend’s ex, the violent and uncaring Nate (played by Jacob Elordi).
Despite the success of the series, by the time season three is released there will have been a four-year wait for new episodes, thanks to the massive success of its cast in other projects, the death of star Angus Cloud, and the 2023 writers and actors’ strikes.
As a result, writer Sam Levinson has placed a time jump, launching the troubled teenage group into adulthood.
Sydney has since sparked rumours that, despite their physically and mentally abusive relationship, her character Cassie is set to marry Nate, with the actress being spotted in a wedding gown on set.
“It’s also a reminder that not all kinks are overtly sexual. Many are about connection, power dynamics, fantasy, or even just fascination.
“Someone buying Sydney Sweeney’s bathwater soap might not be using it for anything sexual at all – they might just feel closer to her, or enjoy the taboo, playful nature of the idea.
“Kinks are incredibly diverse, and they don’t always fit into what we consider ‘sexual behaviour’.
“Sometimes, it’s about curiosity, ritual, or even a bit of fun rebellion against what’s ‘normal.’
“If you think about it celebrity culture is full of kink-adjacent behaviour.
“From people collecting toenail clippings on eBay to sniffing old concert t-shirts, this kind of thing is just a more commercial version of what fans have been doing for decades.
“Sydney’s just owning it – and having a bit of cheeky fun with it too.”
‘She understands the irony’
Branding expert Mr Ede told us: “I think someone like Sydney Sweeney has also got quite a good sense of humour.
“I think she understands the kind of irony of her celebrity, and she also understands that a show like Euphoria, for instance, which is pretty sexual, will have had people fall in love with her because of her character. She is a sex symbol.
“People have slipped into her DMs or commented on social media posts, saying, ‘Oh, wouldn’t mind a bit of your bath water’, you know.
“It’s a bit like when, years ago, when people threw knickers at Tom Jones, or asked people for their underwear, it’s a modern progression of that.”
He went on to say: “It’s got a little bit of salt burn in it, which sounds a bit strange, but it feels like that with the bath water.
“It is a bit naughty, but you know we’ve seen it before with somebody like Gwyneth Paltrow and her famous candle that smelled of her vagina, which sold out in minutes.
“Now with celebrity, it’s all about the fans. It’s all about actually getting them engaged, and this is a good way of connecting with them. In every way this is good PR.”
Mr Ede said Ms Sweeney selling her bathwater could be seen as being “quite empowering, because this has come from Sydney herself”.
“This is not some guy who works in a hotel and has gone into her bath and taken a jar of it and gone ‘right, I’m going to sell it.’
“This is somebody who’s gone: ‘Actually, this is quite fun. I’m going to do it. Let’s see what we can do. And let’s create some noise about it.'”
Mr Ede said platforms like OnlyFans – previously “frowned” upon, have given content creators control “of their own creation”.
“They’ve allowed for it to happen, it doesn’t feel sleazy.”
Asked how exactly the bathwater would’ve been collected, the expert said: “I don’t think she had a full on bath.
“Who knows whether she was singing in the bath for a while, but I’d be interested to see actually how much essence of Sydney Sweeney has gone into that soap.”
Referring to some of the backlash the actress has garnered on social media by the decision, Mr Ede said: “It’s something that’s going to follow her forever, and I don’t know whether that’s going to be negative or positive.”
He added: “Who knows? We might see some other stars dipping their toes in things that aren’t just bath water.
“For some talent I would say it would be cheapening their brand, but she (Ms Sweeney) has used social media to really engage her fans. It’s a case of you asked for it, now here it is for you.
“It’s a pretty genuine attitude and I find that quite refreshing.”
