One of the American personal care brand Dr Squatch's products became popular worldwide earlier this year, giving it a big boost. Bathwater Bliss by Sydney, a soap composed of actress Sydney Sweeney's real bathwater, sold out its bars faster than one could type "Sydney." It merged celebrity fetishism with marketing in a revolutionary way. The business was recently acquired for a staggering $1.5 billion by the consumer powerhouse Unilever.

What led to Dr. Squatch's $1.5 billion deal?

Dr. Squatch was established in the United States in 2013 as a personal care business that catered to men. The firm gained popularity in 2016 thanks to a string of viral TikTok ads targeted at Gen Z customers. It had an annual income of $100 million by 2021. In 2024, when Sydney Sweeney joined the company as brand ambassador, it gained international recognition. Her first advertising push as a "body wash genie" drew a lot of interest. The virality of Sydney's Bathwater Bliss was evident by the fact that it sold out thousands of pubs in a matter of hours.

Unilever, a British consumer behemoth, revealed last month that it has struck an agreement to buy Dr Squatch. Later, The Financial Times reported that the purchase would cost Unilever $1.5 billion. In a statement, Unilever said, "Its viral social-first marketing strategies, partnerships with influencers and celebrities, and culturally-relevant collaborations with limited-edition packs have helped to drive sales and grow a loyal consumer following on social media platforms and beyond."

What kind of income does Sydney Sweeney get from it?

Sydney Sweeney, the face of the company, might not gain financially from the agreement, even if it's a boon for the founders and main investors. The actor is not an investor in Dr. Squatch, but he did collaborate with them on the bathwater soap. An increase in the value of the firm will not provide her any financial gain, just like it would for any brand ambassador. But Sydney may still expect that the incoming administration will maintain her position as the ambassador and that a renegotiated contract will bring her more money. However, that is a discussion for a later time.

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