Sydney Sweeney is making major career moves after leaving her longtime PR team, with boyfriend Scooter Braun reportedly becoming an influential figure.
Sydney Sweeney’s career appears to be entering a new chapter, with her boyfriend and music industry executive Scooter Braun reportedly playing an increasingly influential role in some of the actress’s professional decisions.
The Euphoria star, 28, has become one of Hollywood’s most recognizable young actresses in recent years, building a career that combines major film projects with a growing presence in fashion, beauty and business.
Now, according to a report from Puck News, Braun has reportedly become an important figure behind the scenes as Sweeney reshapes her professional team.
One of the biggest developments reportedly involved Sweeney’s decision to sign with veteran Hollywood agent Kevin Huvane at Creative Artists Agency (CAA).
According to the report, Braun arranged a dinner between Sweeney and Huvane without the actress’s other management team being aware of the meeting.
The introduction ultimately helped lead to Sweeney signing with Huvane, despite other agents reportedly competing for the opportunity to represent the actress.
The move came at a significant moment for Sweeney, who also parted ways with her longtime publicity firm ImPRint PR after working with the company for approximately a decade.
The split reportedly reflected growing differences between Sweeney and her former public relations team.
Puck News reported that members of the ImPRint team had become frustrated because they felt the actress was no longer following their professional advice.
The changing relationship between Sweeney and her former representatives has also raised questions about how the actress is approaching her public image as she continues to develop her career beyond television.
Sydney Sweeney’s changing Hollywood strategy
Sweeney has spent much of the past year attempting to balance her reputation as a serious actress with her status as one of Hollywood’s most talked-about stars.
Last year, she made an awards-season push with Christy, the boxing biopic in which she took on the role of professional boxer Christy Martin.
While the project was expected to strengthen her credentials as a dramatic actress, its disappointing box-office performance meant that it did not generate the awards momentum many had anticipated.
At the same time, Sweeney has remained a constant presence in entertainment headlines thanks to her work in Euphoria, fashion appearances and business ventures.
The third season of the HBO drama became a major talking point throughout the spring, with Sweeney’s performance and storyline generating substantial attention online.
Her scenes and the show’s controversial subject matter frequently dominated entertainment coverage, placing her alongside co-stars including Zendaya and Jacob Elordi at the center of the conversation surrounding the series.
Sweeney has also embraced her status as a major fashion and beauty figure.
The actress recently launched her own lingerie company, Syrn, and has promoted the brand through a series of attention-grabbing advertising campaigns and photo shoots.
The marketing has helped reinforce the actress’s increasingly glamorous public image and generated widespread discussion across social media.
Questions surrounding Scooter Braun’s influence
Braun’s reported involvement has inevitably attracted attention because of his extensive experience managing major entertainment figures.
Before becoming romantically linked to Sweeney, Braun was known for his work with stars including Ariana Grande, Justin Bieber and Demi Lovato.
His career has given him considerable experience in managing celebrity brands, negotiating major deals and helping artists navigate the entertainment industry.
It remains unclear how much direct influence Braun has over Sweeney’s publicity strategy, fashion choices or wider career decisions.
The actress has her own established team and business interests, while her reported decision to work with Huvane represents only one aspect of her broader career strategy.
Daily Mail has reportedly contacted Braun, ImPRint PR and Sweeney for comment.
Meanwhile, Sweeney and Braun have continued to attract attention as a couple.
The pair have been romantically linked since September 2025, following Sweeney’s split from her former fiancé Jonathan Davino earlier that year.
Sweeney and Braun had reportedly first crossed paths around the time of Jeff Bezos and Lauren Sánchez’s Venice wedding in June 2025.
Their relationship has since become increasingly public.
Sweeney was recently seen spending time with Braun and his three children, Jagger Joseph, 11, Levi Magnus, nine, and Hart Violet, seven, whom he shares with his former wife Yael Cohen.
The family outing represented another notable step in the relationship, which has increasingly featured in celebrity coverage.
Sweeney has previously spoken positively about experiencing love after spending years concentrating heavily on her career.
Braun has also publicly praised the actress, describing her as an extraordinary woman who is kind, generous, intelligent and down to earth.
What’s next for Sydney Sweeney?
Despite the increased focus on her personal life and publicity strategy, Sweeney’s professional ambitions remain extensive.
The actress has several major projects in development, including a sequel to The Housemaid, following the success of the original film.
She is also set to headline the upcoming science-fiction blockbuster Gundam alongside Noah Centineo, giving her another opportunity to establish herself as a leading star in large-scale Hollywood productions.
Beyond mainstream studio movies, Sweeney is also attached to an ambitious adaptation of Hollow, Lindsey Anderson Beer’s erotic reimagining of the classic Sleepy Hollow story.
Sweeney is expected to star in and produce the project.
Her growing influence behind the camera is another important part of her career evolution.
Through her production company Honey Trap, Sweeney has entered into a first-look production deal with Sony Pictures. The arrangement gives the actress an opportunity to develop projects not only as a performer but also as a producer and creative decision-maker.
With major film projects ahead, a successful television franchise behind her and an expanding business portfolio, Sweeney appears determined to build a career that extends well beyond her image as a breakout Euphoria star.
The reported involvement of Braun could therefore represent another piece of a much larger strategy as Sweeney continues to navigate Hollywood, strengthen her industry relationships and establish greater control over her career.
For now, however, exactly how much influence Braun has over those decisions remains unclear.