Sydney Sweeney, the 27-year-old Emmy-nominated actress, addressed criticism of her “oversexualized” ad campaigns in an interview with The Wall Street Journal. The Euphoria star, known for her roles in film and TV, emphasised that her branding decisions, from luxury cosmetics to quirky partnerships, are deliberate and strategic.
Sweeney faced scrutiny for campaigns like Dr. Squatch’s soap line, infused with her “bathwater,” which divided fans online. She noted, “It was mainly the girls making comments about it, which I thought was really interesting,” pointing out the double standard compared to similar campaigns featuring male stars like Jacob Elordi. Her American Eagle denim ad, with the tagline “Sydney Sweeney has great jeans,” also sparked controversy, with some critics alleging racial undertones. Sweeney has not directly addressed these claims, focusing instead on her creative vision.
When asked if her provocative campaigns are intentional, Sweeney affirmed, “Yes. Very.” She stressed staying attuned to audience feedback, saying, “Everything is a conversation with the audience.” Beyond acting, she’s deeply involved in production, often questioning budgets and operations to optimise projects, showcasing her hands-on approach.
Sweeney’s career has skyrocketed, with her salary rising from $65,000 for the 2023 indie film Reality to $2 million for Anyone But You and $7.5 million for the upcoming thriller The Housemaid (premiering December 25, 2025). Reflecting on her viral 2022 comment about not affording a six-month break, she clarified, “I was so busy, and still, same. I get anxiety thinking about just taking a few days off.”
After splitting from fiancé Jonathan Davino earlier in 2025, Sweeney declined to discuss personal collaborations, stating, “I’m going to keep all of my personal stuff out of it.” Her focus remains on her craft and brand partnerships, cementing her as a multifaceted Hollywood star.
