Sydney Sweeney is preparing to broaden the reach of her SYRN brand, moving from lingerie into the beauty sector. After the successful debut of her lingerie line’s first collection, Seductress, which quickly sold out, recent trademark filings indicate her brand’s potential entry into cosmetics and skincare.
Documents submitted to the U.S. Patent and Trademark Office reveal that Sweeney filed a trademark application on January 16 under SYRN for skin care preparations, cosmetics, and beauty care products. This filing is categorized as an intent-to-use, signaling that products may still be in development or that the brand is securing its future growth options. At this stage, no specific beauty items have been formally announced.
Sydney Sweeney’s Vision Behind SYRN
Just days before the trademark was filed, Sweeney launched the Seductress collection under SYRN, emphasizing a blend of confidence and comfort. Speaking about her brand with ELLE, she shared her motivation.
“I wanted to create a world and a feeling.” – Sydney Sweeney, founder
“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.” – Sydney Sweeney, founder
This insight reflects her thoughtful approach to building SYRN as a brand that resonates emotionally and personally with its audience, focusing on real-life experiences rather than idealized images.
Previous Beauty Industry Roles Foreshadow Expansion
Sweeney’s planned move into beauty follows her established relationships within the industry. In 2022, she became the global ambassador for the Korean beauty innovator Laneige. Her role as an ambassador continued with Armani Beauty and recently with Kérastase in early 2024. Additionally, she promoted a new body wash line for the men’s grooming company Dr. Squatch last year.
The actress’s expanding involvement in various beauty and grooming brands suggests a growing expertise and presence in the space, paving the way for her own line’s creation.
Following the Footsteps of Celebrity Beauty Entrepreneurs
If SYRN successfully launches a beauty segment, Sydney Sweeney would join a lineup of influential celebrities who have made significant impacts on the beauty market. Notable figures like Rihanna, Beyoncé Knowles, Shakira, Harry Styles, and Selena Gomez have all transitioned from entertainment into successful beauty ventures, shaping trends and consumer preferences worldwide.
This expansion reflects a broader movement among artists and influencers leveraging their visibility to create authentic and personal beauty brands.
What the Future Holds for SYRN and Sydney Sweeney
With SYRN’s tattooed presence in lingerie and a clear intent to grow into cosmetics, Sweeney’s brand may soon offer a wider range of self-care and beauty products. This strategic diversification could strengthen SYRN’s position as a lifestyle brand empowering confidence and individuality.
As the actress continues to build her business portfolio, close attention will be paid to upcoming product announcements and launches, which could redefine her role from actress and ambassador to beauty entrepreneur.
