The Strange New Side Hustle Taking Over Celebrity Culture
A surprising new trend is emerging in celebrity culture, where stars are selling deeply personal items to their devoted fans. What began as quirky novelty offerings has evolved into a legitimate business model that’s generating substantial revenue and raising questions about the boundaries between fame and commerce.
From bathwater-infused soap to worn clothing, celebrities are discovering that their most intimate possessions can become highly sought-after merchandise. The trend reflects a modern evolution of fan culture, where digital connections drive demand for increasingly personal celebrity experiences.
Photo Source: MoneyReign
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The Bathwater Business Boom
The most notable recent example involves actress Sydney Sweeney, who partnered with Dr. Squatch to create “Bathwater Bliss” soap bars made with her actual bathwater. According to The Sun, the limited edition of 5,000 bars sold out within hours of release, priced at $8 each.
Sweeney’s venture was inspired by fan requests following a viral advertisement where she appeared in a bathtub promoting the soap company’s products. Rather than ignoring the unusual demand, she embraced it as a business opportunity. The soap includes pine, moss, and fir scents reflecting her Pacific Northwest roots, along with a certificate of authenticity confirming its unique ingredient.
Pioneers of Personal Merchandise
This trend isn’t entirely new. British influencer Belle Delphine pioneered the concept in 2019 when she launched “Gamergirl Bath Water” at $30 per jar. TMZ reports that Delphine sold approximately 600 jars within three days, generating roughly $18,000 in revenue from the unusual product.
Delphine’s success demonstrated there was genuine market demand for such intimate celebrity items. During a podcast appearance with Louis Theroux, she explained her inspiration came from observing Japanese vending machine culture and recognizing the commercial potential of fan obsession.
Beyond Bathwater: The Expanding Market
The trend extends far beyond bathwater. Celebrities are increasingly offering worn clothing, personal accessories, and other intimate items through various platforms. Industry experts suggest this represents a natural evolution of celebrity merchandise, moving from generic branded products to deeply personalized offerings.
Branding expert Nick Ede told reporters that celebrities like Sweeney demonstrate “a good sense of humor” and understand “the irony of her celebrity.” He compared the trend to historical examples like fans throwing underwear at performers, noting it’s “a modern progression” of that behavior.
The Psychology of Personal Connection
Marketing professionals argue that this trend reflects fans’ desire for authentic connections with celebrities in an increasingly digital world. Unlike traditional merchandise, these personal items offer a tangible link to the celebrity’s private life, creating a sense of intimacy that standard products cannot provide.
The success of these products also highlights how social media has transformed celebrity-fan relationships. Platforms like Instagram and TikTok allow stars to gauge fan interest in real-time, enabling them to quickly capitalize on unusual requests or viral moments.
Photo Source: MoneyReign
Commercial Success and Cultural Debates
The financial success of these ventures is undeniable. KOMO News indicates that Sweeney’s soap partnership has already sold out completely, demonstrating strong consumer demand despite the unconventional nature of the product.
However, the trend has sparked cultural debates about the limits of celebrity commercialization. Critics question whether selling such personal items crosses ethical boundaries or exploits parasocial relationships between celebrities and fans. Supporters argue it represents entrepreneurial innovation and empowerment, particularly when celebrities maintain control over their personal brand.
Industry observers note that this phenomenon reflects broader changes in celebrity culture, where stars are expected to maintain constant engagement with fans across multiple platforms. The success of personal item sales suggests that traditional celebrity merchandise may need to evolve to meet modern fan expectations.
Looking Forward: The Future of Celebrity Commerce
As this trend continues to develop, more celebrities may explore similar ventures. The key factors driving success appear to be authenticity, scarcity, and the celebrity’s ability to present the concept with humor and self-awareness rather than exploitation.
The trend also reflects changing consumer behaviors, particularly among younger demographics who value unique experiences over traditional possessions. For celebrities, these ventures offer new revenue streams that don’t rely on traditional entertainment industry structures.
Whether this represents a temporary novelty or a permanent shift in celebrity commerce remains to be seen. However, the early financial success suggests that the market for deeply personal celebrity items may have more staying power than initially expected.
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