Sydney Sweeney Signals Potential Beauty Launch

Sydney Sweeney has beauty domination on the mind.

Sweeney filed a trademark application for Syrn, her new lingerie line, for skin care preparations, cosmetics and beauty care preparations, according to documents filed with the U.S. Patent and Trademark Office.

The Jan. 16 application was an “intent-to-use” filing, meaning the brand could still have products in development or it’s protecting itself for a potential expansion down the line. It did not, however, list any specific innovations or product names. Trademark attorney Josh Gerben flagged the filing to WWD.

The news comes less than a week after the “Euphoria” star debuted Syrn on Wednesday, with its first collection, “Seductress,” an assortment of garter belts, thigh straps, lace thongs and plunging bras, all of which sold out almost immediately.

Sweeney teased the launch of Syrn a few days prior on Instagram, sharing a video of her “TP-ing” the Hollywood sign in bra garlands before dawn. The commercial stunt spawned an internet frenzy, drawing widespread debates over the brand’s mission. A follow-up post on Sweeney’s page read, “The secret is finally out…say hello to @syrn. This is lingerie you wear for you, no explanation, no apology.”

For years, Sweeney has immersed herself in the world of beauty, holding partnerships across all categories but never dropping her own innovations. In 2022, the “Anyone But You” star was named the new global ambassador of K-beauty pioneer Laneige, becoming the face of its Water Bank Moisturizer and viral Lip Sleeping Mask line. Three years later, she partnered with Dr. Squatch to release a “Sydney’s Bathwater Bliss” soap bar, made with sea salt and shea butter. She also serves as an ambassador for Armani Beauty.