Dr. Squatch SVP Says Sydney Sweeney Bathwater-Infused Soap Wasn’t Just a Viral Gimmick
Dr. Squatch has launched a limited-edition Sydney Sweeney bathwater soap.
In a marketing move that straddles the line between pop culture chaos and clean ingredient consciousness, Dr. Squatch has once again turned heads — and noses — with the launch of its most buzzworthy product to date: Sydney’s Bathwater Bliss, a limited-edition bar soap made with actual bathwater from actress Sydney Sweeney.
While it might sound like a meme come to life, John Ludeke, SVP of global marketing at Dr. Squatch, assures that this isn’t just about clickbait. “We thrive on ideas that make you laugh and encourage you to pay attention to the ingredients in your personal care products,” Ludeke said in a press release shared with RetailWire. “This bar is bizarre, unexpected, and intended to get guys to think more deeply about the ingredients in the products they are putting on their bodies.”
A Viral Moment, Bottled — Then Soaped
This launch is a follow-up to last fall’s Body Wash Genie campaign, where Sweeney’s presence sparked wild fan engagement — and even wilder requests.
“The internet ran wild with the campaign and it led to high levels of engagement, UGC, and somewhat surprisingly, requests for her bathwater,” Ludeke told RetailWire. “We spoke with Sydney and together decided to answer those requests and keep the story going by creating a natural bar soap made with Sydney’s actual bathwater.”
The result is Sydney’s Bathwater Bliss, a limited drop of just 5,000 bars, positioned as a sensory journey that’s as provocative as it is intentional. But while the novelty ingredient grabs headlines, Ludeke emphasizes the bar’s functional quality as a premium grooming product.
“We’re always looking for ways to simultaneously entertain and educate guys about what they’re putting on their skin,” he said. “What better way for guys to pay more attention to what’s in their bar soap than by making Sydney Sweeney’s bathwater a key ingredient?”
The Scent of Sweeney — Plus Sand and Pine
“When your fans start asking for your bathwater, you can either ignore it, or turn it into a bar of Dr. Squatch soap,” said Sydney Sweeney. “It’s weird in the best way, and I love that we created something that’s not just unforgettable, it actually smells incredible and delivers like every other Dr. Squatch product I love. Hopefully, this helps guys wake up to the realities of conventional personal care products and pushes them towards natural.”
Despite its tongue-in-cheek premise, the soap’s formulation is no joke. “The other hero ingredients are sand, a natural exfoliant that clears dead skin cells and leaves skin feeling softer, and pine bark extract, a natural antioxidant that helps with elasticity and hydration of skin,” Ludeke shared.
As for the scent, it’s a blend of “pine, Douglas fir and earthy moss,” designed as a tribute to Sweeney’s Pacific Northwest roots. The aroma leans into rugged outdoors energy with an unexpectedly elegant finish, proving that even a bathwater-based product can carry serious olfactory credibility.
“Overall, it’s a product that stays true to our roots of offering products free from harsh ingredients that deliver on performance & scent — with a fun pop culture twist,” Ludeke added.
Giveaway, Rollout, and Some Scented Street Marketing
To kick off the launch, Dr. Squatch is offering a giveaway of 100 bars between Thursday, May 29, 2025, at 12 p.m. EST and Wednesday, June 4, 2025, at 11:59 p.m. PST. The remaining stock — just under 5,000 bars — will be available for purchase starting Friday, June 6 at 9 a.m. PST, exclusively while supplies last.
And if you think the campaign ends online, think again.
“We’re rolling out scented wild postings in New York, LA, and Chicago that smell just like the bar,” Ludeke revealed. “We’re also bringing in a variety of creators to show off the launch in chaotic, unfiltered ways. It’s going to be memorable, and then some.”
Expect offbeat, viral content to flood your social feeds from meme pages, beauty creators, and chaotic influencers alike — all backed by organic and paid promotion across Instagram, TikTok, and YouTube.
Celebrity Partnerships That Spark Culture, Not Just Clicks
This isn’t Dr. Squatch’s first rodeo when it comes to culturally clever collaborations. From Mike Tyson to now Sydney Sweeney, the brand’s approach to partnerships is rooted in alignment, not celebrity clout.
“We always begin by asking: How can we educate our audience on this product or key message in a fun, unexpected way?” Ludeke explained. “From there, we look for partners who not only elevate the creative, but who feel like a natural collaborative fit, whether that’s through humor, authenticity, or cultural presence.”
The bar for partnerships is set by resonance, not reach. “It’s not about chasing big names. It’s about finding the right mix of relevance, resonance, and a unique twist to spark conversation and get our message across.”
What’s Next for Dr. Squatch?
While Ludeke didn’t spill much about what’s coming next, he hinted there’s more in the pipeline. “Can’t say too much just yet, but we have some incredible campaigns and celebrity partners in the works,” he teased.
More Than Just Bathwater Buzz
As absurd as a bathwater soap might sound, Dr. Squatch knows exactly what it’s doing: igniting fan fantasies, surfacing taboos, and ultimately bringing new energy to the natural personal care aisle.
By turning internet thirst into a fully formed product, Dr. Squatch and Sydney Sweeney have cracked the code of pop culture-meets-product with a wink — and a good wash.
