In a move that’s left the internet utterly speechless, Euphoria star Sydney Sweeney has officially launched one of the most bizarre—and oddly captivating—celebrity product campaigns in recent memory: a luxury soap line infused with her own bathwater.

Yes, you read that right.

Partnering with the masculine-chic hygiene brand Dr. Squatch, the limited-edition line, dubbed “Bathwater Bliss”, includes exactly 5,000 individually numbered bars, each accompanied by a signed certificate of authenticity and a not-so-subtle message to fans: This is the closest you’ll ever get.

But just when it seemed the campaign couldn’t get any more outrageous, a leaked internal email from a Dr. Squatch executive has emerged—and it’s only fueling the firestorm.

“If Belle Delphine could do it… we’ll go one step further.”

That one sentence, allegedly written by Dr. Squatch’s Chief Brand Officer in an internal discussion thread dated three months before the product launch, has set the internet ablaze with debate, shock, and some deeply uncomfortable questions.

A Viral Stunt Turned Celebrity Gold

The inspiration is no secret: Belle Delphine, the infamous internet provocateur, shocked the world in 2019 when she began selling jars of her bathwater for $30 apiece. The stunt reportedly netted her more than $90,000—before PayPal froze her funds.

Sydney Sweeney, though? She’s not playing by the same rules. She didn’t just bottle the water. She transformed it.

Each bar of Bathwater Bliss contains filtered and preserved bathwater used by Sweeney during a series of specially staged “cleansing rituals,” according to Dr. Squatch’s press materials. The soap is handcrafted using natural oils, sea minerals, and “essence of Sweeney” collected over several weeks from her private residence in Los Angeles.

Let that sink in.

The Leak That Changed Everything

Until the email leak, the campaign was seen as cheeky, bizarre, and oddly brilliant. But now, questions about exploitation, ethics, and intent are swirling.

The email, which surfaced on Reddit late Thursday night, was allegedly part of a larger strategy memo from Dr. Squatch’s leadership team:

“We’ve seen what Belle Delphine did in 2019—generated global press with zero traditional advertising. If Belle could do it… we’ll go one step further. A-list face. Real water. Certified. Limited drop. Tabloid bait. Let’s push the boundary.”

The company has neither confirmed nor denied the authenticity of the email, but the silence has only intensified speculation.

“Is this even about soap anymore?” asked one Twitter user. “Or are we watching the line between celebrity and commerce completely dissolve?”

Public Fascination—and Backlash

While thousands of fans clamored to purchase the bars—crashing the Dr. Squatch website within seconds of launch—critics have been quick to voice discomfort.

Media watchdog groups have called the campaign “exploitative,” accusing the company of using sexualized imagery and parasocial fan culture to sell hygiene products.

“This isn’t marketing. It’s manufactured obsession,” said Dr. Alicia Penman, a UCLA professor specializing in digital consumer behavior. “Sydney Sweeney’s bathwater isn’t just a gimmick—it’s a symbol of the disturbing intimacy fans feel entitled to.”

Still, not everyone sees a problem. Some argue that Sweeney is reclaiming control of her own image after years of objectification.

“She’s cashing in on what people already project onto her,” said pop culture writer Fiona Ellis. “If men profit off her face and body in tabloids, why shouldn’t she flip the script and sell it—literally?”

A Soap That’s Not Meant to Be Used?

Interestingly, buyers aren’t planning to lather up with Bathwater Bliss. Many have announced they’ll keep the bar sealed—as a collector’s item, a conversation piece, or even a shrine.

One fan on TikTok showed off his purchase with gloves, saying, “This is art. I will NEVER open this. I’m framing it next to my Lana Del Rey cigarette stub.”

Others? Less poetic.

A black market has already formed online, with eBay listings appearing within hours, asking for $1,000+ per bar—despite warnings that resale voids the certificate.

Where Do We Go From Here?

Dr. Squatch has hinted that “Bathwater Bliss” is just the first of a “celebrity intimacy” product line, prompting rumors about similar campaigns with other stars.

Meanwhile, Sydney Sweeney has remained cool and unapologetic. In a recent Instagram Live, she smiled and said simply: “If people are obsessed, might as well give them something to hold.”

The question now? What’s next.
If this is the future of celebrity branding, we’ve officially entered a new era—one where the line between soap and self is completely washed away.