It seems Sydney Sweeney is set to expand her newly launched SYRN lingerie line into a beauty space. The actress debuted her line on Wednesday, with its first collection, “Seductress,” selling out almost immediately. And now, if reports are to be believed, Sweeney’s trademark filing hints at SYRN’s expansion into the beauty space.
Sydney Sweeney’s trademark filing hints at SYRN’s expansion into the beauty space
Sydney Sweeney is potentially gearing up to create a beauty business after successfully launching her lingerie brand, SYRN.
According to WWD, documents filed with the U.S. Patent and Trademark Office indicate that the “Euphoria” actress filed a trademark application for SYRN for skin care preparations, cosmetics, and beauty care preparations.
According to the outlet, the January 16 application was an “intent-to-use” filing. This means her brand could still have products in development, or it’s protecting itself for a potential expansion down the line. However, no specific innovations or product names were mentioned in the section.
The news of the expansion comes a week after the star debuted her collection on Wednesday. While talking about her brand, she told ELLE that she “wanted to create a world and a feeling.”
“I wanted to build a lingerie brand that feels like it understands women instead of talking at them. SYRN is about confidence without pressure, feeling sexy, powerful, soft, playful, or all of the above, depending on the day. As the sole founder, my vision was to create something that lives in real life and doesn’t hold anyone back,” she explained.
Sweeney’s potential break into beauty follows several brand ambassador roles over the past few years. In 2022, “The Housemaid” star was named the new global ambassador of K-beauty pioneer Laneige. In the years that followed, she became an ambassador for Armani Beauty.
Kérastase appointed Sweeney as its global ambassador in 2024. And last year, the actress landed a role with male grooming brand Dr. Squatch to promote its new body wash line.
If the 28-year-old star launches her beauty line, she would follow in the footsteps of many other renowned celebrities, such as Rihanna, Beyoncé Knowles, Shakira, singer Harry Styles, and Selena Gomez, who have already made a mark in this industry.
Originally reported by Parul Singh for RealityTea.
