British TV presenter Lorraine Kelly expressed skepticism over actress Sydney Sweeney’s marketing stunt of selling soap made with her bathwater during a discussion on the UK morning show Lorraine. Joined by journalists Matt Chorley and Claer Barrett, Kelly called the idea “beyond silly.”
Kelly questioned the appeal of purchasing such a product. Chorley noted that the soap sold out quickly, while Barrett explained that Sweeney collaborated with American brand Dr. Squatch, known for luxury soaps, to produce bars containing only a tiny amount of her bathwater. These bars originally sold for about $8 (£6) through US retailers.
While skeptical, Kelly acknowledged the product’s success but referred to it as “silly marketing nonsense.”
The soap also sparked viral debate online when an X (formerly Twitter) user falsely claimed it had a hole in the middle, leading to the nickname “SoapGate.” However, other users dismissed the claim, highlighting it as a marketing boon.
After the launch on Dr. Squatch’s website, the soap sold out almost instantly. Resellers on eBay have since listed the bars at inflated prices ranging from $119 to as high as $1,600, with one listing asking $2,000.
These resale packages often include glossy, high-quality 8.5-inch photo prints of Sydney Sweeney, featuring images from her show Euphoria. The autographs on these prints are reportedly reproductions, not originals.