Sydney Sweeney's SYRN Doubles Sales as Critics Keep Talking

Sydney Sweeney’s lingerie label SYRN just posted its strongest quarter since launch, and the timing is doing a lot of the talking. Third-quarter sales doubled compared to the second quarter, September became the biggest month in the brand’s history, and the Birthday Boobs collection brought in more than two million dollars before selling out in a single day. October is already tracking roughly 20 percent higher than September.

The bigger story is what’s happening behind the numbers. SYRN is expanding its product range and inventory, moving past the celebrity-founder phase and building a standalone fashion identity. The holiday campaign helps that push, with playful nods to Home Alone, the Grinch, and Corpse Bride keeping the brand’s cheeky tone front and center while the catalog grows.

Plenty of people still argue that famous founders get an unfair head start, and SYRN hasn’t commented publicly on the criticism. But a sellout is a sellout, and the register keeps ringing. So we want to know: would you buy from a celebrity brand, or does the product have to earn it first? Tell us in the comments.