Sydney Sweeney continues promoting Syrn as lingerie brand reportedly faces sales struggles

Sydney Sweeney is continuing to promote her lingerie brand Syrn despite a new report claiming the company has struggled to maintain the momentum of its initial launch.

The Euphoria star has remained heavily involved in promoting the brand, recently sharing more content featuring its latest collections as Syrn continues expanding its product range. Her latest promotional efforts come amid claims that sales have not matched the expectations surrounding the company when it launched earlier this year.

Syrn launched in January with Sweeney serving as its creative lead. The brand's first drop initially appeared to be a major success, selling out within hours and prompting Sweeney to thank fans while promising a restock.

However, according to an anonymous source cited by In Touch Weekly, the brand's performance has since fallen short of expectations. The source described the situation as "a disaster" and claimed the company had expected Sweeney's celebrity status to translate into stronger sales.

The source also claimed that meetings have been taking place to discuss ways to increase sales and improve the brand's performance. The allegations have not been independently verified, and Syrn has not publicly confirmed that it is experiencing financial or sales difficulties.

Sweeney has nevertheless continued to put her own star power behind the company. She has regularly featured Syrn products on social media and has appeared in promotional content for its various collections, keeping the brand visible to her millions of followers.

The actress also created a Syrn-themed saloon at the Stagecoach music festival earlier this year, further blending the brand's marketing with her own public image. More recently, she has continued modelling pieces from the collection while working on other projects.

Syrn's launch generated considerable attention even before its first products went on sale. The brand attracted headlines after a promotional stunt involving bras placed around the Hollywood Sign, although the Hollywood Chamber of Commerce later said the commercial use of the landmark had not been authorised.

The lingerie company positions itself as a size-inclusive brand, offering a range of styles organised around different aesthetics, including Comfy, Playful, Romantic and Seductress. Products include bras, underwear, bodysuits and other lingerie pieces.

The brand has also received mixed reactions from shoppers and reviewers. Some customers have praised individual products, while other reviews have criticised aspects of the designs and fit.

Sweeney's continued involvement comes as she expands her presence in the fashion and beauty space. Her American Eagle partnership, which became one of the most talked-about advertising campaigns of 2025, demonstrated the attention her name can generate for brands. American Eagle later credited the campaign with helping drive sales and brand awareness, despite the controversy surrounding it.

Syrn's early sellout similarly demonstrated the actress's ability to generate immediate interest, but the latest claims suggest that converting that initial attention into sustained sales may prove more challenging.

For now, there are no publicly available sales figures confirming the reported struggles. Sweeney continues to promote Syrn as the brand moves through its first year, while the company works to build on the attention generated by its high-profile launch.