Sydney Sweeney’s lingerie label SYRN has doubled its third-quarter sales compared to the previous quarter, according to sources close to the brand.
The “Euphoria” star, 27, launched the intimates line earlier this year, and the numbers are climbing fast. September marked SYRN’s biggest sales month to date, with one source noting that figures would have been even higher had stock not run out early. The Birthday Boobs collection drove the brand’s single biggest sales day ever, while the Blue Ditsy bra and panty set vanished from shelves within hours of release.
That launch alone generated more than $2 million in sales and sold out completely in a single day, the source added. October is now tracking toward another 20 percent jump over September’s record, potentially setting yet another monthly high for the fledgling company.
The surge comes as Sweeney leans into bold promotional campaigns that merge pop-culture nostalgia with the brand’s playful aesthetic. Her latest holiday collection riffs on Christmas movie classics, with Sweeney slipping into lingerie looks inspired by “Home Alone,” Cindy Lou Who from “How the Grinch Stole Christmas,” the “Corpse Bride,” and “White Christmas.” The cheeky campaign has kept the brand in heavy rotation across social feeds and entertainment coverage.
Sources tied to SYRN describe the label as moving beyond its celebrity-founder origins toward something more durable. The strategy combines Sweeney’s cultural footprint with direct consumer engagement and a product mix that emphasizes accessible pricing, confident styling, and designs that don’t take themselves too seriously.
The brand’s next phase centers on three priorities: widening the product range, shoring up inventory so sellouts don’t cap revenue, and cementing SYRN as a standalone name in the crowded intimates market rather than a star’s side project.
Sweeney has not publicly commented on the sales figures through her social channels or in interviews. A representative for the actress did not immediately respond to a request for comment on the brand’s performance.
The SYRN momentum adds another commercial dimension to a year already packed with high-profile projects for the Washington-born star. Beyond her acting slate, she has become an increasingly visible entrepreneur, with the lingerie line representing her most significant independent business venture to date.
Industry observers have noted that celebrity-backed brands often flash hot then fade, but the consecutive record months and repeat sellouts suggest SYRN is finding repeat customers rather than relying solely on first-time curiosity purchases. The coming quarters will test whether Sweeney’s team can scale supply to match the demonstrated appetite without losing the scarcity-driven buzz that has helped define the brand’s early identity.
SYRN is expected to continue expanding its product assortment and inventory availability as it moves into its next chapter.