Sydney Sweeney selling soap made from her own bathwater
Well that's one way to make money….
Sydney Sweeney has embarked on a new business venture and this one is for the freakier members of her fanbase.
The 28-year-old has teamed up with Dr. Squatch, an all-natural soap brand, to sell her dirty bathwater. Sydney Sweeney has teamed up with Dr. Squatch, an all-natural soap brand, to sell her dirty bathwater.
Yep, you heard that right. Her bathwater.
The collaboration with the Euphoria star is a limited-edition bar soap infused with pine bark extract, sand, moss and actual droplets of Sweeney's bathwater.
The brand describes the scent like a hike through the Pacific Northwest, with the added thrill of knowing it contains water the star has stewed in. Yikes.
Chatting to GQ, Sweeney admitted she didn't know much about the whole erotic-bathwater niche until she saw her comment section.
'I honestly think it's a really fun, full-circle moment,' Sweeney said.
'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.' The collaboration with the Euphoria star is a limited-edition bar soap infused with pine bark extract, sand, moss and actual droplets of Sweeney's bathwater. Pic: River Callaway/WWD via Getty Images
Earlier this year, the actress and her Anything But You co-star Glen Powell reignited rumours that they're dating after spending time together after news she's called off her wedding to fiancé Jonathan Davino broke.
Rumours first started that the duo had become close as they were promoting the hidden gem RomCom, but while they may have just been leaning into the talk for the extra promo, they were clearly close.
Now, just days after news of her wedding being called off, celebrity gossip site DeuxMoi shared images of the pair hanging out in Dallas, where the outlet reported the 27-year-old Euphoria star had joined her 36-year-old pal at his sister's wedding rehearsal dinner at Joe Leo Fine Tex Mex over the weekend.
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The Irish Sun
20 hours ago
- The Irish Sun
How Sydney Sweeney's sexy new single life will ‘DOUBLE her £40m fortune' with her raciest ever stunts
AS an actress, she's got Hollywood at her feet - with bigwig directors lining up to work with her, and a slew of movies in the pipeline. But 15 Sydney Sweeney has cemented herself as a Hollywood sex symbol Credit: Getty 15 She split from her fiancé Jonathan Davino in February Credit: Getty 15 Since then, she's leaned into her pin-up status - even releasing a soap made from her bathwater for 'dirty little boys' Credit: The Mega Agency Instead, the very savvy star is cashing in on the side with enough After all, while Hollywood is built on beauty, there are few stars who can fully embody that bombshell energy of yesteryear - in the guise of Marilyn Monroe and Yet Sydney manages to toe that line - and it's no coincidence that she's fully embraced her sexiest, and most marketable, self yet in the wake of her relationship ending earlier this year. According to brand and culture expert Nick Ede, the 27-year-old knows what her selling power is. And with her single status now confirmed to the world, she's leaning into that bachelorette image. Hollywood bombshell 'She's a modern-day sex symbol - and it feels like brands are really buying into her,' Nick tells us. 'They want to be associated with her, and they love the fact that she's single because it means she's potentially obtainable to guys. "Meanwhile, women feel like she's more relatable because of the likely heartbreak she's had, so they want to support her too. 'There's lots of opportunities in this from a branding point of view - and with 25m Instagram followers, she's got a lot of influence!' Last week, the Euphoria star confirmed reports that had been circulating since February, that, after seven years, she'd broken up with fiancé Jonathan Davino. Speaking to The Sunday Times Style magazine, she said she was now single, adding, 'I'm learning a lot about myself, spending more time with my friends. And I'm loving it.' Sydney Sweeney looks incredible as she makes FOUR outfit changes in one day to promote new movie Echo Valley 15 Amid her break-up, she posed with a hot air balloon and told fans, 'Only up from here' Credit: Instagram/sydney_sweeney 15 She walked the carpet alone at the Met Gala in May Credit: Getty 15 She's also been posting some sexy shots on Instagram in the wake of her split Credit: Instagram/sydney_sweeney And one thing she's seemingly learnt about herself is that she's a highly valuable commodity, who can command big figures from companies begging her to promote them. Indeed, over the past few months - and coinciding with her break-up - Sydney has aligned herself with more brands than ever, fronting their ad campaigns and posting branded content to her social media. Big brand deals Some of her recent brand partnerships include the likes of MiuMiu, HEYDUDE shoes, Armani makeup, Samsung, Laneige, Kérastase, Ford and Dickies. Meanwhile, her recent - very tongue in cheek - campaign for Dr Squatch, which saw her release a range of soap made out of her own bathwater, proves the fact that she knows her sexy image sells. Joking that the idea was born from 'dirty little boys' who 'wouldn't stop asking' for her used bathwater, Sydney cheekily posed for the men's soap company in a bathtub. Would she have done so willingly if she were still engaged? Possibly. But she couldn't fully represent that attainable fantasy to her mostly male market with a ring on her finger. She owns herself and she owns the way she looks Brand and culture expert Nick Ede 'When she was still in her relationship, it didn't really feel like she was being so overtly sexual with her social posts, and she wasn't doing as many brand collaborations,' says Nick. 'But now that she's single again, and she's not getting married, it feels like she's come out of that spell. Now, she's out there, and she's owning it. 'I think that's what's great about her - she owns herself and she owns the way she looks. 'She's a bit like Sabrina Carpenter - they both own their sexuality and it's up to them what they push and what they don't push.' Of course, this isn't the first time that Sydney has leaned into her desirability to earn the big bucks. In 2023, she starred in the romcom Anyone But You - but it was the press tour to promote the movie that had fans running to the cinemas, as they couldn't get enough of Sydney's 'are they - aren't they' chemistry with co-star Glen Powell. The pair have both been open about how they harnessed the rumours surrounding their relationship to feed fans' frenzy, and ultimately guarantee box office success. To that end, they happily flirted for the cameras and cosied up together on red carpets - despite the fact that Sydney was still coupled up with Jonathan at the time. Clearly, the actress isn't afraid to ham it up for the cameras - and also blur the lines between film and reality. As Nick tells us, she's 'not pretentious nor prissy' when it comes to press and publicity, and she enthusiastically embraces her image as a pin-up. 15 Starring in an ad campaign for Miu Miu Credit: Instagram/sydney_sweeney 15 She's also promoted Kérastase alongside fellow pin-up Emily Ratajkowski Credit: Instagram/sydney_sweeney 15 Leaning into the romance rumours with Anyone But You co-star Glen Powell Credit: The Mega Agency She even fashioned a T-shirt last year that read: What's important to note is that - while bombshells of the past like Marilyn Monroe were beholden to others, including film studios and directors - Sydney is fully in control of her image. On camera, she hasn't shied away from her sexy looks in the past - especially with envelope pushing roles in Euphoria and the erotic thriller But, given that - up until recently - she was engaged in real life, it was confined to make believe. Now, her sexy image seems more real than ever, and brands are clearly buying into the narrative… which is, ultimately, Sydney's bottom line. Money minded As the actress herself has explained, she's driven to make a lot of money, which comes from her parents' financial struggles during childhood. When she was 16, her parents, Lisa and Steven, had to sell their home in Washington, forcing the family (she has one younger brother, Trent) to live in one bedroom together in a Holiday Inn hotel for eight and a half months. Three years later, her parents filed for bankruptcy. Since then, she's been determined to make a better life - both for herself and her parents - and has grafted hard to up her earning potential. 15 Posing with her parents, Lisa and Steven, and brother Trent at the latter's graduation Credit: Instagram/trent_sweeneyy 15 She and Trent had to share a bedroom with their parents after they were forced to sell the family home Credit: Instagram Clearly, her efforts have paid off. While Sydney earned $2m to star in Anyone But You, she's since upped her film fee to around $7.5m - earning her a reported net worth today of approximately $40m. And she spends it well, admitting she's 'obsessed with Zillow' (America's version of Rightmove), and has invested in a highly lucrative property portfolio that includes homes in Bel Air, Los Angeles, Florida Keys, and several more properties in the Pacific Northwest. She also has a Meanwhile, the savvy star has also cemented herself behind the camera in Hollywood, producing Anyone But You and her recent film She's also producing her two upcoming movies - The Housemaid, and an untitled biopic about the However, as she herself has previously said, the acting and producing gigs only go so far - especially in today's economy. 'They don't pay actors like they used to,' she said in 2022. 'And with streamers, you no longer get residuals'. On brand That's where the brand deals come in. According to Nick, Sydney's massive following - which eclipses most actresses working today - guarantees her a sizeable income from sponsored content. That means that, the way things are going, she could easily double her fortune in no time. 'She could absolutely double it - I think she could be making hundreds of thousands per post,' he explains. 'She's wearing clothes from the likes of Miu Miu and jewellery from De Beers - ultra fabulous stuff. 'And she recently did a deal with Samsung Galaxy - deals like that can bring in six figures, definitely. 15 Yet another ad campaign - this time for Armani Beauty Credit: Instagram/@armanibeauty/@sydney_sweeney 15 Posing for Samsung Galaxy - in a deal that could be worth six figures Credit: Instagram 'With 25m followers, she's up there with the Kardashians. Sydney's really captured the zeitgeist.' As for where she goes from here, the sky's the limit for the star - who's somehow achieved the impossible: straddling the worlds of old Hollywood and new-age social media. Some stars in the past have tried and failed to be both commercial and respected in acting circles, but Sydney's somehow struck that balance. If she were a mediocre actress, she couldn't have done this Nick Ede According to Nick, her brand comes down to some excellent strategising and talent management. 'If she were a mediocre actress, she couldn't have done this,' he says. 'Look at Megan Fox, who kind of ruined her career because her sexuality came before her acting. 'Sydney's different - she's got really great range, and also has that respect of Hollywood, which allows her to do these brand deals. 'She's very clever - and the team behind her must be really clever as well. Everyone understands what she's doing. 'She's peppering the deals with movies and she's not over-saturating in either arena - that means we'll keep buying into her.' As for where she goes from here, it seems the sky's the limit for Hollywood's ultimate It Girl. She'll soon be starring as boxer Christy - in a film that's already being pegged for Oscar success. Meanwhile, in the meantime, she's proving she's got enough self-awareness - and cheekiness - to cash in on her sex appeal. It seems that, as long as people are happy to buy soap made of her bathwater, she'll continue to sell it. And - in the process - Sydney's cleaning up very nicely indeed. 15 She adopted a dog, Sully, following her relationship split Credit: Instagram/sydney_sweeney 15 Sydney first sexed up her image starring as Cassie in Euphoria Credit: Alamy
The Irish Sun
2 days ago
- The Irish Sun
Bizarre rise of celebs flogging their own UNDERWEAR & dirty bathwater to fuel pervs' sick fantasies
SYDNEY Sweeney has been getting pervy fans hot under the collar after releasing limited edition bars of soap containing her bathwater. But the Hollywood star, 27, is not the first celebrity to cash-in on fans' dirtier fantasies - and PR gurus have told The Sun why it could be a genius move for her. 13 Sydney Sweeney has got fans hot under the collar selling her bathwater Credit: Instagram / Sydney Sweeney 13 Sweeney in an ad for Bathwater Bliss, her latest product with Dr. Squatch Credit: The Mega Agency 13 She has been an ambassador for the soap brand since last year Credit: Dr Squatch The Eurphoria and Anyone But You actress created her Bathwater Bliss with Dr. Squatch, who made 5,000 bars that come with a certificate saying they come from the water she bathed in. Ms Sweeney said: "When fans start asking for your bathwater, either ignore it or turn it into a soap. "It's weird in the best way." Nick Ede, branding expert, told us the actress has clearly got "a good sense of humour", adding: "I think she understands the kind of irony of her celebrity. READ MORE SHOWBIZ "She also understands that a show like Euphoria, for instance, which is pretty sexual, will have had people fall in love with her because of her character... She is a sex symbol." Mr Ede went on to say, being a celebrity now is "all about the fans" and "getting them engaged". "In every way this is good PR," he added. Belle Delphine 13 Belle Delphine made thousands selling her bathwater before Sweeney Credit: Instagram Ms Sweeney is not even the first celebrity to be selling her dirty bathwater, with the gimmick having been pioneered by British-South African influencer and porn star Belle Delphine. Most read in The Sun The star, 25, began controversially flogging her bathwater in 2019 - and last year revealed how much she'd made from the venture. She launched Gamergirl Bath Water in July 2019 and sold out within three days. Sydney Sweeney looks incredible as she makes FOUR outfit changes in one day to promote new movie Echo Valley When she launched the product on her online store, it was going for $30 (£22) a pop and she said she managed to sell 600 in total – making $18,000 (£13,370) in bathwater sales. During an appearance on The Katie Price 13 Katie Price sold framed thongs and suspenders for £350 Credit: @kpmemorabilia Former Page 3 girl This included Speaking on an Instagram live, mum-of-five When her pal asked if they had been cleaned, the star - who is well loved for her glamour modelling career - replied: 'Well they might want them authenticated.' Kerry Katona 13 Kerry Katona previously sold her used underwear on OnlyFans Credit: Instagram / Kerry Katona Ex-Atomic Kitten singer Kerry Katona earns on her OnlyFans account. But in 2022 she even began raking in cash from flogging her used underwear, with bra and knicker sets The former Atomic Kitten star joined the subscription site in May 2020 and she's confessed to being so desperate for money at the time that she couldn't even pay her rent. She charges £19-a-month for access to raunchy photoshoots and videos on her OF account. Ms Katon said in 2022: 'I've always been a grafter, I've always had my own money. I've never met anybody like me, to be honest! 'Someone who's been on every side of the coin - go into bankruptcy, become a millionaire, go into bankruptcy and become a millionaire again. Who does that?' Appearing on The Jay Hutton podcast, Kerry continued: 'I think I'm quite extraordinary and I like to give myself a pat on the back.' Brande Roderick 13 Former Playboy Playmate Brande Roderick is apparently selling her worn pyjamas on eBay Credit: EBay Former Playboy playmate and Baywatch Hawaii actress Brande Roderick appears to be currently selling her worn pyjamas, alongside an autograph on eBay for £110 ($149). The 50-year-old revealed last year how she's making "more money than ever" by stripping off on OnlyFans. She told "And for me, my passion and love is acting and producing. So, in order for me to do that, I have, you know, my side job with OnlyFans, which helps to facilitate my other passion of acting and producing. "So, for me, it's been really a wonderful outlet for me." Brande went on to compare her OnlyFans shoots to her Playboy work, but this time with more creative control. Scarlett Johansson 13 Scarlett Johansson with her used tissue on the Tonight Show in 2008 Credit: Getty During a chat show promotion for her 2008 film Spirit, That mucus covered tissue was signed by the star, now 40, and then auctioned off on eBay where it sold for over $6,523 (£4,803). Johansson used the tissue during an appearance on The Tonight Show, explaining she'd caught a cold from Samuel L. Jackson, joking that it gave her sniffles "more value". She donated the money from the used tissue to Sydney Sweeney 13 Sweeney puts on a busty display in the bath in an ad for Dr Squatch Credit: Dr Squatch Ms Sweeney became an ambassador for Dr Squatch in October last year, leaving fans hot under the collar by selling body wash while sitting in a bubble bath. In the innuendo-filled ad, Sydney swooned to the camera: "'Hello you dirty little boys, are you interested in my body... wash?" "Well you can't have it, because this isn't for boys. It's for men. This is Dr. Squatch Natural Body Wash with long lasting, natural aromas like wood barrel bourbon, pine tar, coconut castaway, and fresh falls." Her new soap - which costs $8 a bar and contains droplets of Ms Sweeney's bathwater - goes on sale next week. 'People feel connected and free to be able to speak about me in whatever way they want, because they believe that I've signed my life away, Sweeney told Variety in March 2024. 'That I'm not on a human level anymore, because I'm an actor." Annabelle Knight, Sex & Relationships Expert at "For some people, there's a thrill in owning something that's touched or belonged to someone they desire as it creates a feeling of intimacy, even if it's one-sided. "Think of it like a modern twist on keeping a lover's t-shirt or locking away a love letter. Sydney Sweeney looks incredible as she makes FOUR outfit changes in one day to promote new movie Echo Valley By Callum Wells SYDNEY Sweeney looked incredible as she made no less than four outfit changes in one day to promote her new movie, Echo Valley, in New York City. Actress The Euphoria star wore her blonde locks in tumbling waves and accentuated her natural beauty with a full face of make-up. Earlier in the day, Sydney put on an equally-chic display in a black fitted waistcoat and a white miniskirt, elevating her height with leather boots. She toted her essentials around in a black leather handbag and shielded her eyes with wayfarer sunglasses. If that wasn't enough, Sydney was also spotted wearing a plaid brown jumpsuit and a giant matching tie on the same very steps of her hotel. This time, she carried a stone handbag, which coordinated with her heels. And, for her arrival at Good Morning America, the starlet put on a leggy display in a brown pinstriped blazer dress. Sydney appeared to confirm her breakup with long-term partner Jonathan Davino at the film's premiere. Speaking to "No,' she replied. When pressed on whether she was now single, she answered simply: 'Yes.' The actress had been seen in recent months without her engagement ring, fuelling rumours that the couple - who began dating in 2018 and became engaged in 2022 - had quietly parted ways. At Wednesday's premiere, Sydney was joined by co-star Julianne Moore, who plays her on-screen mother in the new thriller. The film follows Julianne's character, a horse trainer living on a Pennsylvania farm, whose life is upended when her daughter, played by Sydney, arrives covered in someone else's blood. It comes as Sydney films the third - and potentially last - series of Euphoria. The explicit teen drama, which follows recovering drug addict Rue (Zendaya) as she navigates school life and relationships while narrating the lives of her school mates, has become known for its dark storytelling. Sydney shot to fame in the series as Cassie, a popular girl with painfully low self-esteem who starts an abusive relationship with her best friend's ex, the violent and uncaring Nate (played by Jacob Elordi). Despite the success of the series, by the time season three is released there will have been a four-year wait for new episodes, thanks to the massive success of its cast in other projects, the death of star Angus Cloud, and the 2023 writers and actors' strikes. As a result, writer Sam Levinson has placed a time jump, launching the troubled teenage group into adulthood. Sydney has since sparked rumours that, despite their physically and mentally abusive relationship, her character Cassie is set to marry Nate, with the actress being spotted in a wedding gown on set. 'It's also a reminder that not all kinks are overtly sexual. Many are about connection, power dynamics, fantasy, or even just fascination. "Someone buying Sydney Sweeney's bathwater soap might not be using it for anything sexual at all - they might just feel closer to her, or enjoy the taboo, playful nature of the idea. "Kinks are incredibly diverse, and they don't always fit into what we consider 'sexual behaviour'. "Sometimes, it's about curiosity, ritual, or even a bit of fun rebellion against what's 'normal.' 'If you think about it celebrity culture is full of kink-adjacent behaviour. "From people collecting toenail clippings on eBay to sniffing old concert t-shirts, this kind of thing is just a more commercial version of what fans have been doing for decades. "Sydney's just owning it - and having a bit of cheeky fun with it too." 'She understands the irony' Branding expert Mr Ede told us: "I think someone like "I think she understands the kind of irony of her celebrity, and she also understands that a show like Euphoria, for instance, which is pretty sexual, will have had people fall in love with her because of her character. She is a sex symbol. "People have slipped into her DMs or commented on social media posts, saying, 'Oh, wouldn't mind a bit of your bath water', you know. "It's a bit like when, years ago, when people threw knickers at Tom Jones, or asked people for their underwear, it's a modern progression of that." He went on to say: "It's got a little bit of salt burn in it, which sounds a bit strange, but it feels like that with the bath water. "It is a bit naughty, but you know we've seen it before with somebody like Gwyneth Paltrow and her famous candle that smelled of her vagina, which sold out in minutes. "Now with celebrity, it's all about the fans. It's all about actually getting them engaged, and this is a good way of connecting with them. In every way this is good PR." Mr Ede said Ms Sweeney selling her bathwater could be seen as being "quite empowering, because this has come from Sydney herself". "This is not some guy who works in a hotel and has gone into her bath and taken a jar of it and gone 'right, I'm going to sell it.' "This is somebody who's gone: 'Actually, this is quite fun. I'm going to do it. Let's see what we can do. And let's create some noise about it.'" Mr Ede said platforms like OnlyFans - previously "frowned" upon, have given content creators control "of their own creation". "They've allowed for it to happen, it doesn't feel sleazy." Asked how exactly the bathwater would've been collected, the expert said: "I don't think she had a full on bath. "Who knows whether she was singing in the bath for a while, but I'd be interested to see actually how much essence of Sydney Sweeney has gone into that soap." Referring to some of the backlash the actress has garnered on social media by the decision, Mr Ede said: "It's something that's going to follow her forever, and I don't know whether that's going to be negative or positive." He added: "Who knows? We might see some other stars dipping their toes in things that aren't just bath water. "For some talent I would say it would be cheapening their brand, but she (Ms Sweeney) has used social media to really engage her fans. It's a case of you asked for it, now here it is for you. "It's a pretty genuine attitude and I find that quite refreshing." 13 Sweeney has generated a huge fanbase through her acting and social media accounts Credit: Getty 13 Roderick appeared in a Baywatch spin off in 2000 and was also a Playboy playmate Credit: Getty 13 Price was previously a glamour model before becoming an entrepreneur Credit: Xposure 13 Actress Scarlett Johansson during a Marilyn Monroe-inspired shoot Credit: Scope Features
Irish Times
3 days ago
- Irish Times
Sydney Sweeney's bathwater soap for 'dirty little boys' takes the celebrity cast-off biscuit
Peak decadence is here. Western society has reached – or returned to – the most deranged excesses of the late Roman empire. Appointing donkeys as pope. Boiling ortolan in babies' tears. Those sorts of things. We may as well hand the keys of the city straight over to Alaric the Visigoth. Think I'm kidding? It has emerged that Sydney Sweeney , this generation's Betty Grable (if that's not Sabrina Carpenter ), is selling traces of her bathwater to panting fans. You can't just buy a pint of the stuff. It comes embedded in a 'medium grit' soap called Sydney's Bathwater Bliss. 'A perfect combination of the two best places on the planet: The outdoors and Sydney Sweeney's bathtub,' the manufacturer brags . Unsurprisingly, social media was soon queasily reminding itself of a scene from Emerald Fennell's recent film Saltburn . During a moment of passionate desperation, Oliver Quick, in the form of Barry Keoghan , sups thirstily at the plughole while water drains from the tub in which Felix Catton, played sleekly by Jacob Elordi , has just, well, shaken hands with the milkman (as the Bible didn't quite euphemise). Sweeney, star of the hit series Euphoria and films such as Anyone But You, hasn't exactly been backing away from innuendo. 'Hello, you dirty little boys, are you interested in my body' – long pause – 'wash?' she purred in an earlier commercial for the Dr Squatch brand while up to her oxters in bubble bath. READ MORE One can only imagine the requests that came in. When fans start asking for your bathwater, she responded, you can either ignore it or turn it into a bar of soap. 'It's weird in the best way.' Is that really the 'best way' of being weird? If one wished to get hot under the collar one could rank this with the underground trade in alleged celebrity cast-offs. If you want Channing Tatum's old sock then some charlatan will happily sell you something pretending to be that. If one wished to get hotter still one could wearily reference the ancient practice of praying to the sheddings and effusions of the beatified. The alleged finger clippings and trimmed hair of St Clare, an associate of St Francis, are on display in Assisi. A sliver of the tongue of St Anthony of Padua is said to be preserved in Sri Lanka. Is this what has become of us? Is St Sydney of Spokane the contemporary equivalent of those broken on medieval wheels for the sin of Christian belief? Do we now pray to homoeopathically low levels of her bathwater as our grandparents once genuflected to the dandruff of St Bunterbottom? Of course not. If the release of Bathwater Bliss ($8 a bar from the Dr Squatch website, and probably sold out by now) speaks of anything interesting, it is of contemporary stars' shameless enthral to irony. It would require a hugely underdeveloped sense of humour not to recognise the project as an enormous joke. Like Carpenter, Sweeney has had fun marketing the sort of perky, coy sexuality that Grable – a pin-up now almost forgotten but once the most popular star in the United States – exploited during the 1930s and 1940s. Sweeney's earlier bathtub commercial has, appropriately given the setting, a playful cleanliness that suggests all innuendo is for entertainment purposes only. It also reminds us of the wider need for contemporary celebrities to diversify. When Paul Newman launched his Newman's Own salad dressings, in 1982, the project was viewed as an oddball one-off. His fame needed no boost. The profits all went to charity. George Foreman's endorsement, in 1994, of the grill that still bears his name played as an enormous joke. 'It's so good I put my name on it!' he chuckled in the ads. Saltburn: Barry Keoghan in Emerald Fennell's film Business is now a serious business. Celebrity endorsements and side projects are, to contemporary stars, at least as significant as the supposed core activity. Everyone has a booze brand. Steven Soderbergh has a 'floral brandy' . Beyoncé has a 'Scotch-inspired American rye' . Dr Dre and Snoop Dogg have a gin . If you don't secure a liquor deal then, like Jennifer Lopez , Billie Eilish and (no, really) Brian May , you grab one for perfumes. Not even Karl Marx could have envisioned the cynical flexibility of 21st-century capitalism. It is not enough to profit from one source. That seed revenue must then be fed into a matrix of interdependent schemes that transform mere prosperity into obscene wealth. [ Sydney Sweeney's rise: Hollywood finally has an old-school movie star on its hands, and it has no idea what to do Opens in new window ] None of which is to wag a finger at Sweeney for what, rather than a signal of apocalyptic decadence, feels like an amusing jape at the expense of the overzealous fan. Other stars should take note. Glen Powell could flog followers his soiled face wipes. Paul Mescal could cast his used teabags into decorative jewellery. Or maybe not. Never allow a good joke to outstay its welcome.
