Euphoria's Sydney Sweeney is potentially gearing up to create a beauty business following the launch of her lingerie brand Syrn.
Actress Sweeney filed a trademark application with the US Patent and Trademark Office (USPTO) for a consumer goods business under the Syrn name, focused on skin care preparations, cosmetics, and beauty care preparations.
Mylk Studios Inc., a lingerie corporation based in Delaware, US, is listed as the owner of the business in the documents.
The trademark application has been accepted by the USPTO, meaning it has met the minimum filing requirements, but has not yet been assigned to an examiner.
Sweeney’s potential break into beauty follows several brand ambassador roles in recent years.
This included an ambassadorship for Armani Beauty in 2023, with the White Lotus actress fronting the L'Oréal-owned brand’s perfume My Way.
Kérastase appointed Sweeney as its global ambassador in 2024 to promote its hair care products, which include Blond Absolu, Genesis and Curl Manifesto collections.
More recently, Sweeney landed a role with male grooming brand Dr. Squatch to promote its new body wash line in 2025.
She played as the brand's 'body wash genie' in a series of adverts where she became "ultimate grooming wish-granter for men".
A subsequent campaign with Dr. Squatch sparked backlash after the brand released a limited-edition soap it claimed to be infused with the Hollywood actress’ bathwater from the original campaign.
Should Syrn launch a beauty line, Sweeney would follow a number of other celebrity actresses and singers who have broken into the industry.
This includes Beyoncé Knowles, who launched hair care line Cécred in 2025, and Shakira, who also launched a hair and scalp health-focused brand that same year.
Singer Harry Styles also launched colour cosmetics and fragrance brand Pleasing in 2022.
Rihanna’s Fenty Beauty and Selena Gomez’s Rare Beauty are also among celebrity brands which have garnered a significant market share in the modern beauty industry.
(Photo Credit: Wiki Commons, Jay Dixi)