Sydney Sweeney, the 29-year-old actress known for her prominent roles in television and film, is currently filming the sequel to the psychological thriller *The Housemaid* in New Jersey. Portraying a domestic worker in the follow-up to the successful original, which earned approximately £300 million worldwide, Sweeney has reportedly secured a significant pay increase. Sources indicate she will receive a basic salary of £10.7 million, alongside performance-related bonuses, marking the largest payday of her career.
Beyond acting, Sweeney has ventured into the lingerie market with her brand SYRN, which launched earlier this year. Initial sales figures were strong, with the collection reportedly selling out on the first day and generating more than $2 million in revenue. However, data from the analytics firm Winning Hunter reveals a sharp decline in website visits over the summer months, with monthly traffic falling from nearly 800,000 to around 140,000. Industry insiders suggest the brand’s appeal is waning due to its marketing strategy, which they say targets male consumers rather than the predominantly female lingerie market, leading to questions about long-term viability. While recent media attention linked to Sweeney’s involvement in controversial advertising has temporarily boosted sales, experts caution this growth may not be sustainable.
Sweeney’s personal life has also attracted attention. She is reportedly in a serious relationship with music executive Scooter Braun, with insiders suggesting the couple may be engaged and preparing for marriage. The pair are said to be living together in Los Angeles after meeting at Jeff Bezos’ wedding in Venice in the summer of 2025. Reports indicate that Sweeney has begun participating in synagogue services and may be considering embracing Braun’s Jewish faith. Despite this public display of stability, some close to the actress have expressed concern about the dynamics of their relationship, citing an age difference—Sweeney is 29, Braun 45—and the extent of his involvement in her career decisions, including agent selection and business ventures.
Sweeney’s career and public image remain contentious. Critics highlight ongoing controversies surrounding her frequent use of sexualized imagery in advertising and public appearances. Notably, her participation in a recent campaign for sports betting company Novig drew rebuke from prominent female athletes who accused the ads of sexualizing women’s sport. Despite the backlash, Sweeney holds a financial stake in Novig, suggesting a strategic financial interest beyond typical brand endorsements. The campaign’s videos have amassed significant online viewership, contributing to Novig’s valuation increase to $2 billion.
Her previous advertising work has similarly sparked debate. A campaign for American Eagle was criticized by some as racially insensitive following a tagline that many interpreted as a nod to Sweeney’s blonde hair and blue eyes, though the brand denied such implications. Sweeney, a registered Republican, has drawn mixed reactions from various demographics, with some branding her politically polarizing. Within Hollywood, she has reportedly faced friction with influential figures such as Ari Emanuel of WME, especially after she declined advice to distance herself from Braun to advance her career. Instead, she signed with rival agency CAA and changed publicists.
Sweeney’s relationship with some colleagues highlights industry tensions. At the premiere of *Euphoria’s* final season, co-star Zendaya notably avoided public interaction with Sweeney, reflecting a distancing that underscores Sweeney’s divisive reputation. Industry sources describe her as deliberately courting controversy as part of a strategy to maintain visibility, drawing comparisons to cultural icons like Marilyn Monroe, a characterization Sweeney herself has embraced.
Raised in a working-class, religious household in Spokane, Washington, Sweeney pursued acting from a young age, moving to Los Angeles with her family as a teenager. Her early roles in series such as *Everything Sucks*, *The Handmaid’s Tale*, and *Sharp Objects* established her career, leading to her breakthrough in *Euphoria*. Despite success, Sweeney has spoken openly about financial pressures in the entertainment industry, noting the challenges actors face with streaming residuals and the costs associated with representation.
Looking ahead, Sweeney has several projects in development, including the film *Scandalous*, in which she will portray actress Kim Novak. She has also expressed interest in starring in a reboot of the sci-fi movie *Barbarella*. However, questions remain about how her controversial public persona and marketing approach will affect the trajectory of her career and business ventures, particularly as she seeks to broaden her appeal beyond current audiences.