Sydney Sweeney’s Bathwater Soap Is Real—and Fans Are Buying It

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From “Saltburn” to Sweeney, bathwater is having a pop culture moment.

Sydney Sweeney’s latest brand collab has the internet doing a double-take. The “Euphoria” star has partnered with natural soap brand Dr. Squatch to release Bathwater Bliss, a limited-edition bar infused with real droplets of her own bathwater.

Yes, actual bathwater.

The product, launching June 6 with just 5,000 bars available, combines pine bark extract, sand for exfoliation, and a scent inspired by Sweeney’s Pacific Northwest roots. But it’s the inclusion of her real tub water—harvested during a brand shoot—that’s driving headlines and online buzz.

Weirdly enough, this isn’t the first time “used bathwater” has had a viral celebrity moment. The idea of bathwater as an intimate, almost taboo product has gained surprising traction online, particularly since the release of Saltburn, Emerald Fennell’s 2023 psychological thriller.

A viral scene involving actor Jacob Elordi’s bathwater sparked widespread fascination—and revulsion—on social media, setting off a new genre of bathwater-themed fan merch.

Since then, internet creators and Etsy sellers have leaned into the moment, producing mock bathwater candles, soaps, and even “bottled essence” products designed to mimic the kind of exaggerated sensuality and absurdity that Saltburn made viral. Some fans treat it as satire, while others view it as sincere fandom, but either way, the aesthetic has permeated internet culture.

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Sweeney, who previously starred in a Dr. Squatch ad that featured her soaking in a bubble bath and calling viewers “dirty little boys,” saw the online reaction firsthand. “I honestly think it’s a really fun, full-circle moment,” she told GQ. “Fans always joke about wanting my bath water… I was like, this is just such a cool way to have a conversation with the audience and give them what they want.”

While some may find the concept provocative, Sweeney says she sees the humor—and the opportunity to promote healthier hygiene habits among her predominantly male fan base. “My hope is that it just gets guys to think about taking care of themselves,” she said.

The soap marks another example of how celebrities are increasingly engaging with fan culture and internet memes on their own terms.

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