Key Takeaways:
- Dr. Squatch's new soap combines Sydney Sweeney's actual bathwater with exfoliating sand and pine bark extract.
- Only 5,000 bars of "Sydney's Bathwater Bliss" will be available starting June 6, priced at $8 each.
- The product has elicited diverse responses online, ranging from intrigue and humor to criticism and skepticism.
Ever joked about buying a celebrity’s bathwater? Dr. Squatch just made it possible.
The men's brand has launched one of the most eyebrow-raising personal care products of the year, and it involves Sydney Sweeney’s actual bathwater.
The new soap is called “Sydney’s Bathwater Bliss,” and is said to contain a small amount of water from a recent bath the actress took during the product shoot.
A hundred bars were offered in a pre-sale giveaway that opened May 29 through the brand’s website and Instagram.
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Fan requests for "The White Lotus" star's bathwater were apparently common enough to inspire the concept.
"I honestly think it's a really fun, full-circle moment, because 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.'
But then also hopefully encourage them to take care of themselves in a healthy way," Sweeney said in a GQ interview.
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Just 5,000 bars will be released for sale on June 6, priced at $8 each.
This soap isn’t a gimmick in packaging alone. It’s crafted with sand, pine bark extract, and fragrances meant to evoke the forests of the Pacific Northwest, reflecting Sweeney’s roots.
The scent is described as a mix of pine, Douglas fir, and earthy moss.
The campaign follows a viral ad Sweeney filmed for Dr. Squatch last year that featured her lounging in a bathtub while promoting the brand’s body wash.
“Sydney’s Bathwater Bliss” shows how internet culture can spark wildly unique ideas if brands are willing to play along and maybe get a little weird.
Dr. Squatch took a meme-level comment and turned it into a tangible product without compromising on design or storytelling.
For product design agencies, the lesson isn’t to chase controversy but to understand audience humor and cultural timing well enough to act with intent.
When executed thoughtfully, even the strangest ideas can command national attention and retail traction.
It's Got the Internet Talking
Social media reactions have been anything but uniform.
Sweeney's Instagram post has since amassed 229,000 likes and nearly 7,000 comments.
Some users embraced the humor and novelty, with one writing, “This the only way we gonna get dudes to shower😭😭.”
You people should be ashamed of yourselves. Is there free shipping?
— Sean Spicier - Former Tango Dancer (Parody) (@sean_spicier) May 29, 2025
However, skeptics were also quick to voice discomfort or disbelief.
“Geez this is literally sad for humanity 😩,” said one Instagram user, while another commented, "Your bills CANNOT be that high girl."
Comments also included concern about hygiene and sincerity, while a few praised Sweeney’s business acumen, noting the stunt as savvy rather than just provocative.
“There’s no playbook for turning Sydney Sweeney’s actual bathwater into a bar of soap,” Dr. Squatch SVP of Global Marketing John Ludeke said in a statement.
“But that’s exactly why we did it. This bar is bizarre, unexpected, and meant to get guys thinking more deeply about what they’re putting on their bodies.”
While polarizing, the campaign has undeniably sparked attention across audiences who don’t typically engage with personal care marketing.
Our Take: Is Strange the Secret Ingredient Now?
I think this campaign is weird, clever, and completely intentional.
Dr. Squatch didn’t ignore the online chatter about Sweeney's bathwater.
The brand and the actress responded in a way that feels both absurd and calculated.
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Nowadays, it’s not common to see a celebrity collaboration land this well without feeling forced.
Dr. Squatch treated the idea with enough seriousness to create a real product, while Sweeney kept the tone confident and aware of the joke.
Whether people are amused, uncomfortable, or ready to buy, I think the campaign has already done its job.
And the brand is consistent with its weirdly attention-grabbing identity. It recently reunited with Liquid Death to launch the "Grime Reaper" soap.
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