The internet is incapable of being normal about Sydney Sweeney. When she hosted SNL last year, conservative media figures crowed that her décolletage signaled “the death of woke.” After a photograph of her sunbathing on a boat went viral, commenters chimed in with bizarre and lewd remarks about her body. As a hypervisible public figure, Sweeney has said that she has come to terms with being unable to control her image and comments about her appearanceparticularly among her predominantly male fanbase. But Sweeney hasn’t eschewed the internet completely. Instead, she’s trying a different tack: Being in on the jokeperhaps in a way that comes with a paycheck.
Last fall, when Sweeney dropped a saucy ad for the male personal care brand Dr. Squatch that featured her soaking in a bathtub while calling viewers “dirty little boys,” horny fans took notice—and, specifically, began clamoring for a taste of her bathwater. Sweeney tells GQ that she “definitely was not aware” of the erotic implications around bathtub water “until I started seeing it in my own comments.” But she obliged. Sweeney is now selling bar soap for Dr. Squatch—the same brand that once featured Nick Cannon poking fun at himself siring 12 children in an ad for ball-care products—made from pine bark extract, sand, and, naturally, actual droplets of her dirty bathwater. In a nod to her Pacific Northwest roots, it’s also meant to evoke the smell of Douglas fir trees and moss. We’re sure the internet will be totally chill about this one too.
Sweeney spoke briefly with GQ about the product, growing up in the Pacific Northwest, and why she thinks dirty bathwater may be in the zeitgeist. This interview has been condensed for clarity and length.
GQ: Were you surprised by this very particular request for bath water, or did you have a feeling this might happen?
Sydney Sweeney: 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.
I did. Honestly, it probably has been a huge catalyst for it.
I have a really amazing group of friends and family that are not really in the industry, and they just keep me very grounded and humbled. And whenever I’m not doing press or working on set or anything, I go back and my life’s normal. So I think that it’s finding a really healthy balance, and then also just kind of taking it day by day. I think because I grew up in the Pacific Northwest, I love being outside. My go-to isn’t oh, I want to go sit on the couch and watch TV and scroll my phone. It’s: I want to go outside. I want to go jet-skiing. I want to go build a treehouse. I want to go hiking. I want to go on an adventure. Having that ingrained in me has really helped.
You might be one of the only people in history to start and then actually finish building a treehouse.
[Laughs] This is a funny story. My parents were really, really cool, because they always wanted me to be very independent and hands-on. And so they’d give me the tools, but then I’d have to do it. And so I built a treehouse. I mean, it wasn’t even something crazy. It was just a platform with some railings and a ladder, but I had a rope that would dolly all my tools up, and I felt really cool as a fourth grader doing this.
I finished building it, and then I painted it. I don’t even remember what I painted, but I was very, very proud of it. I remember walking in and just telling my parents all about it, and showed them the paint from my art room that was…washable paint. And I remember walking up the next day and the entire tree and the ground underneath was just covered with all the paint. And my beautiful mural had just completely washed off. I was so sad.
I make sure that every brand that I become a part of, I organically and authentically use. It’s super important to me to make sure that whenever I’m saying, hey guys, I really, really love this product, or, hey, I really use this that, I actually am. I’m a consumer just like everybody else. If it doesn’t actually work for the person and they’re just saying it, it doesn’t benefit any of us.
So would you actually use this soap bar yourself?
I do have the bar. I actually took a shower this morning, and I have the bar and I used it.
What’s the skin feel of this bar of soap?
It’s super soft. It’s really pretty, I’m looking at it right now. It’s marbly and has blues and a little bit of brown in it.
When we were at the [Dr. Squatch] shoot, they had a tub for me. And I actually got in there and I took some soap, and we had a nice little bath and they took the water. So it’s my real bath water. I wanted to have it lean towards my home roots, so there’s this really outdoorsy scent of, like, pine and earthy moss and fir. So it smells super manly. But then there’s some city bath water mixed in.
No, but I would like to say yes, because that’s the coolest thing ever (laughs).
Why do you think a woman’s bathwater has such a powerful and erotic draw for people?
Um, because women are awesome?
Do you see the concept of selling your bathwater as wresting back power for yourself in terms of your image?
Yeah, of course. It’s funny, and there’s a lot of different plays that are in motion at that time. My hope is that it just gets guys to think about taking care of themselves and cleaning themselves with some healthy products.
I mean, I have been in some pretty disgusting dude bathrooms before.
Exactly.
Sydney Sweeney’s Bathwater Soap: A Modern Twist on Celebrity Image Control? – Expert Analysis
Target Keywords: Sydney Sweeney, bathwater soap, celebrity image, Dr. Squatch, social media, fan culture, online harassment, brand deals, zeitgeist, Saltburn
Time.News: Sydney sweeney, star of Euphoria and The White Lotus, is no stranger to the internet’s…unconventional reactions to her public persona. From conservative media’s commentary on her SNL appearance to bizarre comments on her vacation photos, Sweeney has faced a barrage of attention. Now, she’s partnering with Dr. Squatch to sell a soap allegedly containing her actual bathwater – a move that has generated significant buzz. To unpack this, we spoke with Dr.Evelyn Reed, a media studies professor specializing in celebrity culture and online behavior, for some expert insight.
Time.News: Dr. Reed, thanks for joining us. The internet’s captivation with sydney Sweeney seems to swing from adulation to some pretty intense scrutiny. What’s fueling this phenomenon?
Dr. Reed: It’s a complex cocktail. Sweeney occupies an interesting space – she’s a working-class woman navigating a privileged industry, she’s openly embracing sexuality while facing criticism for it, and she portrays flawed, often vulnerable characters that resonate with a broad audience. This makes her a target for various projections.some see her as a symbol of perceived cultural shifts, others hyper-sexualize her, and still others might just genuinely admire her talent. The internet amplifies all these reactions, often to extremes.
Time.News: The article mentions examples ranging from political outcry to body shaming. Is this a specific issue for Sweeney, or a broader trend for female celebrities?
Dr. Reed: It’s a pervasive problem, especially for young women in the public eye. There’s a deeply ingrained tendency to dissect and judge female celebrities based on their appearance, often tied to outdated notions of femininity and sexuality. Social media accelerates this, allowing for instant commentary and the rapid spread of harmful narratives. The “death of woke” commentary mentioned in the article just illustrates how unfairly political undertones are assigned to female actors.
Time.News: Now, the big question: bathwater soap. Sweeney seems to be leaning into the joke, turning the online obsession into a business venture with Dr. Squatch. What are your thoughts on this strategy?
Dr. Reed: It’s a bold and potentially empowering move. By selling “bathwater soap,” she’s essentially reclaiming ownership of the narrative. She’s taking something that was initially objectifying and turning it into a product, profiting from the very gaze that sought to diminish her. It’s a form of artistic and entrepreneurial jujutsu.
It mirrors other celebrity trends and marketing ploys, like Gwyneth Paltrow’s Goop selling strange and outrageous products or influencer peddled products with outrageous reviews.
Time.News: The article refers to Saltburn and its bathwater scene as a possible catalyst. Dose pop culture play a role here,or is this fascination more deeply rooted?
Dr. Reed: Saltburn undoubtedly amplified the trend, bringing the concept of bathwater obsession into the mainstream. However, the underlying fascination is older than that. It taps into themes of intimacy, desire, and a longing for connection – albeit in a somewhat distorted way. The desire to possess something associated with a celebrity is a long-standing phenomenon, and bathwater is just a especially… literal manifestation.
Time.News: Sweeney mentions wanting to encourage men to “take care of themselves”. Do you think this campaign has the potential to promote positive messages amidst the chaos?
Dr. reed: That’s certainly the hope, and it adds another layer of complexity to the campaign. If the bathwater aspect can be a hook to draw attention to male grooming and self-care, then it could potentially have a positive impact. It’s a delicate balance, walking the line between playful exploitation and genuine advocacy.
Time.News: She also emphasizes carefully selecting brands that she’ll honestly use and promote, and cites financial pressures when opting for brand association. What’s your advice to aspiring actresses in this social media landscape?
Dr. Reed: Authenticity is key.Audiences are increasingly savvy and can spot insincerity a mile away. Brand partnerships should align with your personal values and be products that you genuinely believe in. It’s also crucial to establish boundaries and be prepared to push back against collaborations that feel exploitative or compromise your integrity.Social media can be a powerful tool for building your personal brand, but it’s vital to find a balance between visibility and self-protection. Learn to take breaks from it!
Time.News: what do you hope our readers take away from this story?
Dr. reed: I hope it sparks a conversation about the complex relationship between celebrities, social media, and the public gaze.It’s important to examine the motivations behind our own fascination with celebrity culture and to challenge the harmful narratives that often surround female figures in the industry. Let’s remember that behind the headlines and the online chatter, there are real people being affected by our words and actions. And whether or not the product is accomplished,this is an interesting approach by a talented actress on reclaiming her public image.
