Jeff Bezos backs Sydney Sweeney's new lingerie line brand for global fashion success: Report

Sydney Sweeney is expanding her business empire—this time into the lingerie industry. The Euphoria star is launching her own lingerie label, and she’s not doing it alone. As per a report by Fox Business, the project is backed by none other than Amazon founder Jeff Bezos, his partner Lauren Sánchez, and major private equity firm Coatue. With industry insiders projecting potential earnings of up to $20 million, this move could further skyrocket Sweeney’s already impressive financial portfolio and position her as a serious player in the fashion and celebrity business world.

Sydney Sweeney’s lingerie brand backed by Jeff Bezos eyes billion-dollar status

With an estimated net worth of $40 million, Sydney Sweeney is already among the wealthier young actors in Hollywood. Her latest venture could raise that figure to $60 million or more by 2027, especially if her lingerie brand becomes a commercial success. Unlike past fashion collaborations—like her 2023 swimwear partnership with Frankies Bikinis, or endorsement campaigns with Armani Beauty and Miu Miu—this line is entirely her own creation and vision. This step signals a shift from influencer deals to true ownership in the fashion space.The involvement of Jeff Bezos and Lauren Sánchez adds a level of business credibility and financial muscle that few celebrity startups can match. Their support, along with backing from Coatue, a well-established private equity firm, suggests serious ambition behind the brand. If successful, the brand could emulate the likes of Rihanna’s Savage X Fenty or Kim Kardashian’s SKIMS, both of which have become billion-dollar empires.

Jeff Bezos’ next big investment is Sydney Sweeney’s lingerie brand

As reported, the lingerie line is also being backed by Ben Schwerin, a partner at private equity giant Coatue. The firm recently announced a new investment fund focused on high-growth companies, with initial capital commitments totaling $1 billion from the family offices of Jeff Bezos and Dell Technologies founder Michael Dell, according to The Wall Street Journal.Jeff Bezos has already made major investments across multiple industries including tech, healthcare, media, aerospace, and finance—mostly through his venture capital arm, Bezos Expeditions, and holding company Nash Holdings, which owns The Washington Post. His latest support of Sweeney’s lingerie brand signals a notable shift into fashion and celebrity-led startups.While this lingerie brand marks her first venture as a founder, Sweeney is no stranger to business deals. She has collaborated with several major brands, including HeyDude footwear, Bai beverages, Laneige skincare, and Kérastase. In 2023, she launched a successful swimwear line with Frankies Bikinis, and more recently, she made headlines for a cheeky marketing campaign with Dr. Squatch—selling limited-edition men’s soap made with her own bathwater.

Other celebrity lingerie brands that have set the bar

Sweeney’s venture follows in the footsteps of several celebrity-led lingerie lines that have redefined the market:

Rihanna – Savage X Fenty

Launched in 2018, Savage X Fenty became a cultural movement by embracing body diversity and inclusivity. Valued at over $1 billion, it’s seen as a blueprint for celebrity-driven success.

Kim Kardashian – SKIMS

Originally shapewear-focused, SKIMS expanded into full fashion territory. It’s now worth $4 billion (as of 2023, per Forbes), with products spanning men’s loungewear, bras, and more.

Rosie Huntington-Whiteley – Marks & Spencer

The British model’s lingerie line with M&S, launched in 2012, remains a bestseller. Its timeless appeal and celebrity branding have ensured long-term success.

Heidi Klum – Intimissimi

The former Victoria’s Secret Angel launched a globally recognized label, available in over 100 countries, with affordable luxury designs that quickly gained traction.

Maura Higgins – Ann Summers

The Love Island star’s bold collection sold out in under 24 hours, with a $670,000 deal in hand. Her youthful approach injected fresh energy into the classic brand.

Sydney Sweeney’s new venture related FAQs

Is Sydney Sweeney launching her own lingerie brand?Yes, according to The Sun, Sydney Sweeney is developing her own lingerie line backed by major investors.When will the collection be released?There is no confirmed launch date yet. The line is still under development.Is Sydney Sweeney currently in a relationship?No, she is currently single, having ended her engagement with longtime partner Jonathan Davino.