Sydney Sweeney's lingerie brand SYRN is reportedly enjoying its strongest sales period since launching, with its Birthday Boobs collection said to have generated more than $2 million (£1.5 million) and sold out within a day. The figures, reported by a news media outlet on Wednesday, 28 October, suggest that controversy surrounding the actor's promotional campaigns has not stopped customers from buying her designs.
The reported sales come as SYRN faces renewed criticism over a festive advertisement featuring references to Home Alone 2 and How the Grinch Stole Christmas. Some online reactions focused on Sweeney's portrayal of Cindy Lou Who within a lingerie brand's campaign. However, the character-inspired scenes show her in nightwear, separate from the more revealing lingerie sequences.
'Birthday Boobs' Collection Reportedly Sells Out
According to anonymous sources cited by Page Six, the Birthday Boobs collection brought in more than $2 million in sales and sold out within 24 hours. The collection was launched on 1 September, ahead of Sweeney's 29th birthday on 12 September.
Part of SYRN's Romantic range, it includes bras, thongs, camisoles and garter belts in shades of baby blue, baby pink and black. A blue floral 'Blue Ditsy' bra-and-panty set reportedly sold out on launch day.
The campaign featured birthday cakes, balloons and vintage-inspired styling, with Sweeney modelling lace lingerie and incorporating her handwritten phrase, 'I really love you', into some designs.
Sales Reportedly Double as SYRN Expands
Figures reported by a news outlet suggest the collection's performance is part of a wider upward trend. Sources said SYRN's third-quarter sales doubled compared with the second quarter and were more than three times its June sales. September was reportedly the brand's biggest month, although stock shortages may have limited further sales.
October was said to be on course for another 20 per cent increase on September. These figures have not been independently verified, and SYRN has not publicly confirmed them in the reporting cited here. Sweeney's representative did not immediately respond to the media outlet's request for comment.
The reported sell-outs also point to a practical challenge for the business: strong demand can only translate into sustained revenue if popular products remain available. Sources said the company plans to expand its range and improve stock availability.
Holiday Campaign Draws Online Backlash
SYRN's latest holiday promotion has generated a different kind of attention. Released in October, the campaign references familiar festive films and features Sweeney in scenes inspired by Home Alone 2, How the Grinch Stole Christmas and gothic fantasy titles. The advertisement moves between cosy nightwear and more revealing lingerie looks.
IBTimes UK reported criticism of the campaign, particularly the use of Cindy Lou Who imagery to promote a lingerie label. Some online commenters called the advert inappropriate, while others argued that the character-inspired scenes should be distinguished from the separate lingerie sequences. In the Cindy Lou Who-inspired scenes, Sweeney wears plaid nightwear rather than the black lingerie shown elsewhere. The backlash reflects a public debate around the campaign, but it does not show that criticism has affected SYRN's sales.
Can SYRN Turn Buzz Into Lasting Growth?
SYRN launched in January 2026 with four style categories: Seductress, Romantic, Playful and Comfy. The brand has presented itself as more than a celebrity merchandise line, offering lingerie and loungewear designed around different moods and preferences. Its official website lists bras, underwear, bodysuits and clothing, with prices varying by product.
A one-day sell-out and a reported record quarter would be encouraging milestones if the figures are accurate. Yet long-term success will depend on more than a high-profile founder and attention-grabbing advertising. Consistent stock, product quality, customer loyalty and repeat purchases will all matter as the label grows.
For now, the strongest sales claims remain attributed to anonymous sources rather than audited or company-confirmed results. SYRN's reported momentum is notable, but whether it can sustain that growth beyond headline-making launches remains to be seen.
