In the present work, a computational optimization study of thrust bearings lubricated with spatially varying viscosity lubricants is presented, with the main goal of minimizing friction coefficient. In practice, spatial variation of viscosity could be achieved by utilizing electrorheological or magnetorheological fluids. The bearings are modeled as two-dimensional (2D) channels, consisting of a smooth moving wall (rotor) and a parallel or inclined stationary wall (stator), which can be (i) smooth, (ii) partially textured with rectangular dimples, and (iii) smooth and partially hydrophobic. The bearings are considered to be operated with an ideal lubricant that exhibits different values of viscosity in two distinct regions of the fluid domain: a high viscosity area is considered at the channel inflow, with the viscosity acquiring a reference (low) value farther downstream. The flow field is calculated from the numerical solution of the Navier–Stokes equations for 2D incompressible isothermal flow. The bearing geometry is defined parametrically. Three optimization problems are formulated, corresponding to: (I) a conventional smooth converging slider, (II) a parallel slider with artificial surface texturing at part of the stator surface, and (III) a parallel or converging slider with hydrophobic properties at part of the stator surface. Here, the geometry parameters, as well as the increased viscosity value and the corresponding application regime, form the problem design variables. Bearings are optimized for maximum load capacity and minimum friction coefficient. Optimal solutions are compared against corresponding ones for operation with constant viscosity. It is demonstrated that, by using spatially varying viscosity, a substantial reduction of friction coefficient can be achieved, for all optimization problems considered. This decrease is shown to be a consequence of a sharp pressure rise in the high viscosity regime, resulting in a corresponding rise in load capacity, accompanied by a less pronounced increase in wall shear stress, and thus in total friction force.