The Strange New Side Hustle Taking Over Celebrity Culture
Some celebrities and influencers are now selling personal items like worn clothing and even bathwater to fans online. What started as a niche market has become a surprising trend driven by internet fame and social media culture.
While some view it as a savvy business move that gives stars control over their brand, others raise questions about the boundaries of celebrity culture and fan obsession. The trend has sparked both fascination and controversy across social media platforms.
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From Hollywood to Bathwater: The Sydney Sweeney Phenomenon
The latest celebrity to embrace this unconventional merchandise trend is Sydney Sweeney, the 27-year-old star of “Euphoria” and “Anyone But You.” The actress recently partnered with Dr. Squatch soap company to create “Sydney’s Bathwater Bliss,” a limited-edition soap bar supposedly infused with her used bathwater. Only 5,000 bars were produced, and they come with certificates verifying the bathwater’s authenticity.
According to The Sun, Sweeney explained her decision by saying, “When fans start asking for your bathwater, either ignore it or turn it into a soap. It’s weird in the best way.” The product launched in June 2025 and quickly gained attention across social media platforms.
The collaboration stemmed from fan requests after Sweeney appeared in a Dr. Squatch advertisement where she playfully addressed “dirty little boys” while sitting in a bathtub. The actress told GQ she noticed fans started begging her for her bathwater and decided to turn the opportunity into a business venture.
The Pioneer Who Started It All
Sweeney isn’t the first to venture into this unusual market. British-South African influencer Belle Delphine pioneered the gimmick in 2019, selling “Gamergirl Bath Water” for $30 per jar and making $18,000 in total sales after selling out within three days. According to NZ Herald, Delphine’s product sold for $43 per piece and completely sold out, with the influencer later expressing surprise at the level of interest.
Other celebrities have joined the trend in various forms. Former Page 3 model Katie Price announced plans in January 2023 to sell framed sets of used underwear for £350 each, while ex-Atomic Kitten singer Kerry Katona has been earning money through her OnlyFans account selling used undergarments for up to £100 per set.
The Psychology Behind the Purchases
Sex and relationships expert Annabelle Knight from Lovehoney provided insight into the psychological appeal of these products. According to The Sun, she explained that “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”.
Knight compared the phenomenon to keeping a lover’s t-shirt or storing away a love letter, describing it as “a modern twist” on existing sentimental behaviors. She noted that not all purchases are overtly sexual, with some buyers simply feeling closer to their favorite celebrities or enjoying the taboo nature of the concept.
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Expert Analysis: Smart Marketing or Risky Business?
Branding expert Nick Ede told The Sun that Sweeney’s venture demonstrates “quite a good sense of humour” and shows she “understands the kind of irony of her celebrity”. He emphasized that modern celebrity culture is “all about the fans” and “getting them engaged,” calling the bathwater soap “good PR” in every way.
Ede compared the trend to historical fan behavior, noting it’s “a modern progression” of fans throwing underwear at performers like Tom Jones. He also referenced Gwyneth Paltrow’s controversial candle that “smelled of her vagina,” which sold out in minutes, as a precedent for unusual celebrity products.
The expert suggested that platforms like OnlyFans have normalized this type of direct fan engagement, giving content creators control over their own brand narrative without the involvement of traditional gatekeepers.
The Business Side of Personal Branding
The celebrity personal items market represents a unique intersection of fan culture, social media influence, and direct-to-consumer marketing. Former Baywatch actress Brande Roderick currently sells worn pajamas with autographs on eBay for £110, while also generating income through OnlyFans content.
Even mainstream celebrities have participated in unusual item sales. Scarlett Johansson once auctioned a tissue she used to blow her nose during a chat show appearance, which sold for over $6,523 on eBay, with proceeds donated to charity.
According to industry experts, the trend reflects broader changes in how celebrities interact with fans in the digital age. Social media has created more direct communication channels, while platforms like OnlyFans and Patreon have normalized subscription-based fan relationships.
Future Implications and Industry Response
As the trend continues to evolve, industry observers are watching to see whether this represents a temporary novelty or a lasting shift in celebrity merchandising. The success of Sweeney’s bathwater soap and similar ventures suggests there’s genuine market demand for highly personal celebrity items.
Ede noted that while such ventures might cheapen some celebrities’ brands, they can be empowering when stars maintain control over the process. He suggested we might see “other stars dipping their toes in things that aren’t just bath water” as the trend expands.
The phenomenon raises questions about the boundaries between public persona and private life, as well as the evolving nature of fan relationships in the social media era. While some critics view it as concerning, supporters argue it represents celebrities taking control of their own narrative and financial destiny.
