Between unique experiences and exclusive items, nominees receive much more than gifts: a statement of status that reflects luxury in an era of change.
In 2025, as consumer values shift once again, brands that manage to secure a coveted spot in that bag won’t simply be offering products. They’ll be selling a story, a vision of what luxury can mean.
From excess to influence
In 2024, Oscar nominees were treated to a variety of experiences and treats designed specifically to leave a lasting impression. These gifts ranged from a three-night stay at an Italian lighthouse, Faro Punta Imperatore, to a private show by renowned illusionist Lior Suchard . They were also given a pet wellness package, valued at $10,000, from Dog’s Dinner. The latter reinforces the growing consumer demand for ultra-luxury pet care.
Beauty and wellness brands also featured prominently. Nominees received waterless products from Miage Skincare , a beauty gift set from Armani , and graphic undershirts from Bored Rebel . But that wasn’t all: Experience-based gifts included luxury tequila from Casa Azul and DNA-based health testing kits from Prenuvo. And if that wasn’t enough, Havaianas stepped in with luggage and flip-flops.
Jumping on the trend in high-performance beauty and skin rejuvenation, Oxygenetix has partnered with Dr. Jay Calvert MD & ROXSpa in Beverly Hills and Dr. Shino Bay Aguilera of Fort Lauderdale. The latter will offer nominees an exclusive Potenza microneedling treatment , as well as specialized products.
A decade ago, Oscar gift bags were filled with extravagance: lavish jewelry, surgery vouchers, and even land in Scotland . But today, the contents seem to have changed, reflecting a new era of luxury that prioritizes exclusivity, emotional connection, and self-improvement.
Last year’s gift bag already showed the first signs of this shift: independent brands, sustainability-driven care, and products designed not just to be displayed, but to enhance experience and well-being.
Despite the buzz surrounding these gift bags, the Academy of Motion Picture Arts and Sciences (AMPAS) is taking great care to distance itself from them . «The Academy does not sponsor, endorse or provide these gift bags ,» a spokesperson clarified.
While the Oscars may be the backdrop, these giveaways are entirely independent and are put together as a strategic opportunity for the brands, not as an official Academy initiative.
In 2025, the stakes are even higher
This year’s Best Picture nominees reflect themes of transformation, reinvention and power. Dune: Part Two expands its massive cinematic universe, exploring legacy and destiny. Wicked , which already created a commercial storm with its marketing and merchandising , brings a beloved story to life, full of spectacle and reimagined narratives. The Substance , meanwhile, delves into the disturbing extremes of beauty and identity. And amid these nominations, one “unexpected” contender is already shaking up the race.
If the Oscars gift bag reflects these same themes, it’s only natural to expect products from brands that challenge convention, push boundaries and redefine self-care.
Desire, luxury and the power of objects
Lash Fary wasn’t just behind the famous Oscar gift bags, he completely transformed the concept of gifting as a marketing strategy. Known as the “Sultan of Swag” for turning gifting products to celebrities into a successful business, Fary created a space where brands gained instant credibility by associating themselves with Hollywood’s elite.
Through his company, Distinctive Assets , he personally selected the gifts for the Grammys, Tonys and American Music Awards, giving both global brands and more specialized companies direct access to prestige and influence.
But beyond luxury, Fary developed this model to champion especially small businesses, women-led brands and those with a cause behind them. Her work made clear the power of gifting as an emotional and aspirational tool, proving that the right product in the right hands doesn’t just create a moment, it creates desire, recognition and long-term brand value.
The business of influence
Not all luxury gifts are handed out at the Oscars, but the power of association remains the same. Earlier this year, the Isle of Harris distillery saw a surge in interest after its gin and single malt whisky, The Hearach , were included in the Golden Globes gift bags .
The firm’s Managing Director, Simon Erlanger , credited the placement for reaching a new, global audience, proving that when done right, such curated moments can translate into real commercial impact. According to Erlanger, the success was not just about celebrity endorsement, but about «embedding a brand in a moment of achievement, indulgence and aspiration.»
Not all celebrities are interested in gifting, and tax risks cause some A-listers to shun it altogether. However, for brands looking to gain credibility, visibility and an association with Hollywood’s elite, the Oscars gift bag remains one of the most important marketing opportunities in luxury goods.
In a world where influence is more powerful than any marketing campaign, the real winners of Oscar night may not have golden statues. But brands quietly and strategically place themselves inside that bag ready to be discovered, experienced and desired.
