If there was an award for the most impressive swag bag at the Oscars, we have a pretty good idea who’d take home the trophy.

For the 23rd year and counting, Los Angeles-based marketing company Distinctive Assets has offered Oscar nominees a coveted “Everybody Wins” gift bag. This yearly effort isn’t affiliated with the Academy Awards.

This year’s bag, valued at nearly $200,000, is filled with more than 60 gifts ranging from cannabis pre-rolls and THC-infused drinks to a four-night stay worth $23,000 at a Maldives resort to AncestryDNA’s $25,000 VIP Family History Experience for a complete family tree.

  • The gift package is delivered to nominees in luggage from high-end bag brand Nomatic.


“My goal when I’m building this bag,” Distinctive Assets founder Lash Fary, who’s been putting the bags together for nearly 25 years, told CNBC, “is that I go, ‘There’s some cool s–t here that I would love to get if I were a celebrity.’ I don’t think you’re ever too rich or famous to get past that, especially when it’s so much fun stuff.”

It’s All in the Bag

Here are just a few of the goodies in this year’s Everybody Wins bag:

  • A $240 John Boos cutting board
  • $305 worth of skincare products from Swiss brand INSTYTUTUM
  • A $400 collection of film-inspired merch from Alamo Drafthouse Cinema
  • Cannabis products from select brands like Dogwalkers ($194), Beboe ($160), Senorita ($80) and RYTHM ($231)
  • Luxury pocket squares valued at $1,570 from fashion house Daniel Ashley
  • An invite to a $3,500 virtual wellness retreat from 3d Wellness Retreat
  • A $5,200 stay at the five-star Cotton House Hotel in Barcelona
  • An in-depth look at their family’s past through AncestryDNA’s $25,000 VIP Family History Experience, where a genealogist will build the nominee’s family tree back several generations and walk them through the findings.


In addition, in light of the horrific Los Angeles wildfires, Fary included a one-year membership to Bright Harbor personalized disaster recovery support and 10 memberships to share with family and friends.

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Recipients can also take advantage of $50,000 worth of project management services from Maison Construction. “[They made] their gift completely transferable,” Fary said. “The nominees can give it to a friend or family member or neighbor, whoever might need it.”

The Lucky Swag Bag Recipients

These high-end gift bags went to host Conan O’Brien and nominees in five acting and directing categories. While every nominee can receive a bag, not all accept.

And if you’ve ever wondered about the taxes on an Oscars gift bag, the recipient only pays taxes on the physical goods in their Nomatic suitcase. Vacation and retreat invites only carry a tax if a nominee redeems them.

“Of the $200,0000 approximate value, only a few thousand of it would need to be claimed upfront,” Fary said. “The tax value is based on a couple thousand dollars’ worth of physical items.”