Sweeney’s latest business venture is a collaboration with indie skincare brand “Lustrous”, known for its natural ingredients and experimental marketing. According to the company’s statement, the “Sweeney’s Essence” soap features a portion of filtered bathwater collected after one of the actress’s signature relaxing rituals, combined with lavender, chamomile, and oatmeal.
“Bathing is one of my most sacred self-care practices,” Sweeney announced in a promotional video. “Now fans can share in that ritual with me and take relaxation to a new, intimate level.” The product debuted at $50 per bar, with only 500 numbered units available, and sold out within hours of launch.
Social Media Explodes: Fans and Critics Respond
The announcement quickly went viral, trending on X (formerly Twitter) and TikTok with hashtags like #SweeneySoap and #BathwaterBeauty. Fans praised the originality—while some pointed to pop culture precedents, notably Twitch streamer Belle Delphine’s infamous 2019 “gamer girl bathwater” stunt.
“This is next-level celebrity branding,” noted beauty influencer Maggie Rojas in an Instagram Reel. “Whether it’s a serious skincare move or a tongue-in-cheek nod to meme culture, it’s getting people talking.”
Not everyone was impressed. Some health experts raised eyebrows about the “bathwater” claim, debating its safety and implications. Dermatologist Dr. Angela Horvath told The Sydney Morning Herald: “As long as the bathwater is properly filtered and sanitized, there’s little risk, but this seems like a publicity stunt more than a skincare breakthrough.”
The Celebrity Beauty Trend: Pushing Boundaries
Sweeney, 26, joins a growing list of celebrities bringing bold—and sometimes bizarre—products to market. Superstar Gwyneth Paltrow’s Goop line has long flirted with eccentric wellness goods, while Kim Kardashian’s SKKN harnesses her global appeal for mainstream luxury.
But Sweeney’s move stands out for its overtly personal connection to fans and willingness to embrace internet meme culture. “I wanted to give something authentic, and honestly, a little bit funny, too,” Sweeney told Vogue Australia in a recent interview. “Beauty should have personality.”
Behind the Scenes: How Sweeney’s Soap Is Made
According to Lustrous’ CEO Kelly Tran, strict hygiene protocols played a role. “We collect and triple-filter the water from Sydney’s personal bath, then incorporate it into our signature soap blend,” Tran explained. “Every product batch undergoes independent testing to ensure safety and purity. This is about fun, yes, but we take our standards seriously.”
Production is limited to keep the novelty and guarantee exclusivity. Each soap comes with a certificate of authenticity and a handwritten thank-you note from Sweeney herself.
Will Bathwater Beauty Become a Trend?
The viral success of Sweeney’s soap has left marketing experts buzzing about whether celebrity “essence” products could become a recurring trend—or fade as gimmick.
“Gen Z and millennials crave novelty and transparency from their idols,” marketing analyst Sarah Nguyen said in a statement to Adweek. “By making her self-care routine part of the product, Sweeney strengthens parasocial ties with her audience.”
Skeptics, however, caution against overhyping the trend. “Celebrity personal branding is not new, but this takes it to an almost literal level,” said Dr. Madison Lieu, a sociocultural researcher at the University of Sydney. “It will be interesting to see if fans demand more intimacy, or draw a line.”
