Jeff Bezos Backs Sydney Sweeney’s Lingerie Brand

Hollywood star Sydney Sweeney is taking a bold step beyond the screen and into the fashion world, launching her very own lingerie brand—and she’s not doing it alone. Backing her vision are some of the most powerful names in business: Amazon founder Jeff Bezos, his partner Lauren Sánchez, and private equity powerhouse Coatue. According to reports, this venture could generate up to $20 million in revenue and position Sweeney as one of the most promising new moguls in celebrity-led fashion.

Unlike her past partnerships with brands like Armani Beauty, Laneige, or Frankies Bikinis, this project is 100% her own. Sweeney isn’t just the face of the brand—she’s the brains behind it, overseeing creative direction, design, and branding. Her move from influencer deals to full ownership signals a shift in how young celebrities are choosing to build wealth and influence. Industry insiders are already drawing comparisons to billion-dollar success stories like Rihanna’s Savage X Fenty and Kim Kardashian’s SKIMS.

Jeff Bezos’ support for the venture is especially notable, marking a rare and strategic departure from his traditional investments in tech, aerospace, and media. With financial backing from Bezos and additional funding from Coatue, this lingerie brand has a serious shot at becoming a dominant force in the market. The endorsement of such heavyweight investors not only boosts the brand’s credibility but also reflects confidence in its long-term scalability and global appeal.

For Sweeney, who already boasts a net worth of around $40 million, this could push her earnings even higher—possibly past $60 million by 2027, if projections hold true. As her business expands, the brand may even follow the footsteps of Savage X Fenty and SKIMS, evolving into a broader lifestyle empire. Bezos’ venture capital arm, along with Coatue’s billion-dollar innovation fund, ensures that the infrastructure and growth potential are already in place.