Sydney Sweeney faces fresh setback over lingerie brand SYRN

Sydney Sweeney is reportedly facing a fresh setback as her recently launched lingerie brand, SYRN, struggles to gain the momentum that was expected following its highly anticipated debut.

The 28-year-old American actress, who has built a strong profile through projects such as Euphoria and Anyone but You, entered the fashion and business world earlier this year with SYRN. However, reports now suggest that the lingerie label is experiencing disappointing sales only a few months after its launch.

According to claims circulating in the entertainment industry, expectations surrounding SYRN were reportedly extremely high because of Sweeney’s popularity and growing influence. An unnamed insider described the brand’s performance as a major disappointment, claiming that those behind the business expected the initial collection to sell out quickly because of the actress’s star power.

The reported sales struggles come as a surprise considering the amount of attention SYRN received ahead of and following its launch. Sweeney has developed a large international fan base over the years, and her transition into the fashion industry was closely followed by fans and industry observers.

Sweeney previously explained that her motivation for creating SYRN was to develop a lingerie label that would connect with women rather than simply market products to them. She wanted the brand to feel more personal and empowering, with an emphasis on making women feel understood and confident.

However, the brand’s identity has also attracted criticism. Some fashion commentators have questioned whether SYRN’s branding successfully delivers the inclusive and women-focused message that Sweeney originally intended.

Critics have argued that the marketing places significant attention on Sweeney herself, potentially making the actress the central focus of the brand rather than the lingerie. This has raised questions about whether SYRN can establish itself as an independent fashion label or whether its success will remain heavily dependent on Sweeney’s celebrity status.

The criticism could prove challenging for the young brand as it attempts to establish a long-term presence in the highly competitive lingerie market. SYRN is competing with established companies that already have loyal customers, strong brand identities and years of experience in the industry.

When did Sydney Sweeney launch SYRN?

Sydney Sweeney officially launched her lingerie brand SYRN on January 28, 2026. The actress introduced the company alongside its debut collection, titled Seductress.

The launch marked an important new chapter in Sweeney’s career as she expanded her work beyond acting and moved into entrepreneurship. The first collection was designed to reflect the aesthetic and vision behind the new label while introducing customers to the brand.

Despite the current reports surrounding its sales performance, SYRN remains a relatively new business, meaning its long-term success cannot yet be determined. Like many newly established fashion labels, the company may need time to build a loyal customer base and develop its identity beyond its founder.

Sydney Sweeney’s personal life

Meanwhile, Sweeney’s personal life has continued to attract considerable attention. The actress has been romantically linked to former artist manager Scooter Braun since September 2025.

Reports about their relationship emerged after the pair were reportedly introduced at the wedding celebrations of Jeff Bezos and Lauren Sánchez in Italy in June 2025. Their connection has since become a subject of interest among fans and entertainment media.

For now, Sweeney remains focused on expanding her career across different industries. While SYRN may be facing an early challenge, the actress’s strong public profile could still give the brand opportunities to recover, evolve and build a stronger position in the competitive lingerie market.