What’s Inside The Grammys 2024 $36K Celebrity Gift Bag From Distinctive Assets

Music’s biggest night, the 66th Annual Grammy Awards aired on Sunday, February 4th from the Crypto.com Arena in Los Angeles, California. It was an evening filled with artists and entertainers from all genres. While the winners went home with a Grammy, the winners, nominees, and presenters were gifted with Distinctive Assets $36,000 swag bag.

Before the big night, nominees and presenters had the opportunity to visit Distinctive Assets’ exclusive gifting lounge. Distinctive Assets is a Los Angeles-based entertainment marketing company that is the only official Grammys gift lounge and they have partnered with the Recording Academy for the last 25 years to produce the Grammys gift lounge.

Distinctive Assets Grammys gift lounge is open for three days leading up to the big night. Artists and presenters had an opportunity to visit the lounge, which was held at Tom’s Watch Bar at L.A. Live, and sponsored by Miage Skincare, before, during, and after their rehearsals.

Lash Fary, founder of Distinctive Assets shared, "It has been a privilege and honor to have been a small part of Music's Biggest Night® for 25 years. I believe our gifts are so well received because they range from functional to fabulous while embracing inclusivity and philanthropy. Our signature GRAMMY Gifts have become an anticipated perk for talent, and I'm particularly excited to share what we've curated this year.”

Lash spoke with us about his 25-year partnership with The Recording Academy and some of his favorite items from this year’s Grammys gift bag, and why you may want to try them.

Q: Lash how many years has it been that you’ve been producing the Official Grammy’s Gift Lounge?

LF: I can’t believe that this is my 25th year that I have been doing this!

Q: You’re the “Sultan of Swag” for a reason. What keeps you going?

LF: For one, I love what I do! People have responded well to it over the last 25 years and it’s so gratifying to see. Sometimes, in the back of my mind I wonder if people will still want it, will they get tired of it or is it a fad? Then after the first 10 years passed, I realized people were still into it. Then the next ten years passed, and people were even more into it. Then we opened here on the 25th year and it was like “Field of Dreams.” I built it, will anyone come? Yes, they came! Our first guest this year to the lounge was Billy Joel, which is a pretty great start for our 25th year. Then our second guest was Burna Boy, and our second guest was Brandy. The celebrities get their gift bag delivered to their hotel, or dressing room or they wheel it away from the gift lounge, which is great because they get to interact with the brands in the gift lounge. For example, one of the brands present here in the Grammys gift lounge, Grossé Jewelry has a lovely piece that Billy Joel picked out for his wife. Singer Brandy picked out some beautiful earrings and Grossé Jewelry has been with us for at least ten years now. It’s cool that we have a lot of repeat clients and then we have these brand-new clients that have never done anything like this before, and they reach out to us last minute and want to be a part of this experience.

This is not only a cool learning process for the brands, but for me too. I’m learning about cool new products no matter how big or small that I get to share with the world. I can’t wait to share with celebrities the cool new brands like DANUCERA which is a cleansing balm, makeup remover, and moisturizer all-in-one. It has really helped my skin because I was struggling with breakouts. It has been such a game-changer for my skin. Auro Wellness is another amazing product with Glutathione, and I’m wondering what that is. I started looking into it and found that Glutathione is an amazing antioxidant, and it detoxes and adds years to your life. It comes in a small bottle that you spray it on and it absorbs into your skin. I knew nothing about the product and I’m hoping that the celebrities love discovering new things and finding new products.

Q: We love that you introduced us to Miage Skincare. At the 2023 Grammys gifting lounge I told you how amazing your skin looked and asked what your secret was.

LF: This is the fourth Grammys that Miage Skincare has been with us in the gifting lounge. I have been using Miage Skincare for 4 years now. Miage is an ultra-luxury brand based on human skin cell science. They have this eye elixir with a cooling metal tip that helps with puffiness and a lip conditioner that I constantly apply and it hydrates the lips to prevent flaking and peeling.

Q: What else are you excited about in this year’s Grammys Gift Bag? Your gift bags are not products for just celebrities, and everyday people looking for new products or gift ideas can access them too.

LF: Almost all of our items fall into this category. For example, the book “Fly: The Big Book of Basketball Fashion,” from Artisan Books is written by a Pulitzer Prize-winning author, and it’s about the intersection of fashion and basketball. I think it is such a cool coffee table book, especially for the male musicians coming through. We are always trying to help talent with health and wellness. Their immune systems are so compromised with all the travel and stress on their bodies performing. Another one of our health and wellness brands is Living Prana which does these incredible pancake and waffle mixes. We have NaturGeeks with their vitamin-enhanced protein bars.

KUDO Protein Popcorn has popcorn which has protein in it, it is gluten-free and keto-friendly. BlendQuik has these wonderful portable blenders. CardioFitMD is in our gift bags and is one of the most powerful superfoods drink and it helps with your cardiovascular, digestive, and immune systems. You can even use the BlendQuik to blend the drink. I also like the Helight red light technology that helps you sleep. Wesper is a sleep technology that you apply to determine biologically why you may not be sleeping well. Nap Bar is here in the lounge and they have products to help you with your sleep too.

I can talk about these products all day long. For me, it is so much fun to put them together. It’s all the stuff that I love and all the items I’m excited to share. I’m delighted that my 25th year turned out with a pretty spectacular gift bag.

Q: To be in your 25th year as the sole Official Grammys Gift Lounge with The Recording Academy, how wonderful is that?

LF: I pinch myself sometimes. This year being my 25th year I fully appreciate it. When you think about it, business or personal, how many relationships last 25 years? It’s pretty incredible and kudos to the Grammys organization. They have been amazing partners and they have treated us like partners throughout this process. It has been so lovely to work with them. I have done so many awards shows and some of them were only once, and there’s a reason why they were only once. There’s a reason why this has been 25 years strong, and that reason is because of the people at The Recording Academy that we get to work with.

Q: You’re obviously doing a great job. Otherwise, you don’t retain a 25-year partnership without it.

LF: That is always the goal.

Q: Distinctive Assets next big project is the Oscars “Everyone Wins.”

LF: Yes, we have the biggest night in film next month. For “Everyone Wins” we will be doing our spectacular gift bags again. That event is very different from the Grammys Gift Lounge. For one, they don’t have an official gift bag at The Oscars and because it’s not official, what’s fun is that I get to decide who gets it. For “Everyone Wins” I only do the top 5 categories, Best Actor, Best Actress, Best Supporting Actor, Best Supporting Actress, and Best Director. It’s only 25 people and we get even bigger items for that because companies cannot afford to give out 104 of something, for example, a chalet in Switzerland which is one of the items in our gift bags this year. We get through The Grammys, roll right into the Oscars, and then we have our Mother’s Day event. After that, I get to take some time off.

I was very excited about the nominees when they were announced and the people who get nominated often like Meryl Streep, Nicole Kidman, and Amy Adams. But I always love it when a first-time nominee is announced for a Grammy or Oscar. Last year when Samara Joy was nominated for her first Grammy, she came through the gift lounge and she was getting her stuff and then she won the big award of the night. When she visited the lounge, you could tell it was like the excitement of a kid in a candy store just going through and experiencing the gifting lounge. She was so lovely and so appreciative and now she’s on the show this year. She RSVP’d for the Grammys gift lounge this year and she said she was thrilled to return to the gift lounge this year. Seeing the artists experiencing the gift lounge for the first time is so rewarding. For the actors, when they get this suitcase (actually two suitcases) filled with items for the first time and they get to go through it, it’s this moment of them realizing that they have arrived. Getting an Oscar nomination says you’ve arrived; you start appreciating when you start receiving the spoils of war and the struggles you had to go through to get to this point. Now, they’re getting all of this free stuff, not because they need it, but now they’re in a position with their platform and fame to help a lot of these companies that are female-owned businesses, black-owned businesses, family-run businesses, and that’s how these brands benefit.

Q: You were one of the early adopters of inclusivity to ensure that black-owned, female-owned, minority-owned, small businesses, and family-run businesses were represented in your gift bags before all of the media awareness surrounding it.

LF: I appreciate that. I feel in the last few years we have been talking about it more because of the move to center stage from a media standpoint, Oh you’re doing this new thing where you’re amplifying black-owned businesses, but I’ve always done that from the very beginning. In the beginning, I’d bring up the various black, female, and minority businesses in our gift bags and they would gloss over it and say, “We want to know about the most expensive item.” Now it’s one of the first questions I get asked. They want to know about the black-owned, female-owned, minority-owned, and family-run businesses. It’s lovely to be able to say we have a brand called Pardon My Fro in this year’s gift bag and when you go to their website, they have these beautiful images of African American women and women of color with handbags, cosmetic bags, and hair products. I love their products and they are a black-owned business.

The Hair Forge is a family-run, minority business led by these two young adults and their cousin, all under the age of 25, offering hair accessories for men. They are running this business together and to see this enthusiasm from them that they are a part of The Grammys gift lounge this year, warmed my heart.

I get a lot of inquiries from companies wanting to be a part of The Grammys gift lounge. Some are really small companies, and we have other large brands like L’Oreal included. We try to work with small companies and figure out a way to make things happen within their budget to include them so they can benefit from it. They are so appreciative and I get to benefit from it because I get to talk about their story and amplify them and it’s a win-win.

Suffice it to say, there is something for everyone in the 2024 Grammys Gift Bag. Follow the links to check out the products and grab one or more for yourself or a friend.

Now that the Grammys are behind us Distinctive Assets is preparing for the March 2024 “Everyone Wins” Oscars gift bag. One thing is certain, Lash Fary and his team will outdo themselves again!

Interested in being a sponsor or for product placement, contact Distinctive Assets and follow them on Instagram.

You can get yourself or gift your friends and family some of the hottest items in this year’s $36,000 Grammys gift bag. See the full list of items available here.

Miage Skincare

Be present. Míage introduces a new category of transformative skincare combining waterless micro-molecule formulas, isotonic nutrient delivery and human stem cell science. This incredible 5-piece gift set includes: BLOOM La Milpa Lip Treatment, AWAKENED The Isotonic Eye Elixir, MANIFEST The Day Lotion, CLARITY The Purifying Wash and INVOKE The Night Cream.

Nap Bar

Immerse yourself in serenity with Nap Bar’s Better Sleep Box – a curated blend of a soy based candle, vegan pillow mist, downloadable soundscapes and a blackout eye mask for the perfect sleep sanctuary. Enhance your escape with our exclusive VR lounge experience, whisking you away to glamorous global destinations.

Oxygenetix

A year’s supply of Oxygenetix Oxygenating Foundation, Oxygenating Concealer and Oxygenetix swag, including the new Oxygenetix eco-friendly luxury makeup brushes. Partnering with Oxygenetix this year is Artisan of Skin Beverly Hills, gifting an AOS signature facial treatment. Oxygenetix bridges the gap between makeup and skincare so you no longer have to compromise your skin’s health for beauty. Oxygenetix bridges the gap between makeup and skincare so you no longer have to compromise your skin’s health for beauty.

THOR Kitchen

THOR is a luxury kitchen appliance manufacturer that offers Powerful Performance at a Practical Price™. Recipients will be able to #cooklikeamusicgod with THOR’s welcome kit of kitchen and wine accessories.

Dyson

The Dyson Zone noise-cancelling headphones are engineered to deliver high fidelity, immersive audio to recreate sound the way the artist intended. Designed for comfort, these over-the-ear headphones offer up to 50 hours of audio-only run time.

Pardon My Fro

Ok Squad, let’s talk about those edges. Now we all know laying edges is nothing new. But it’s back by popular demand! And the Pardon My Fro™ Edge Boss gel will have your edges dancing in swirls with extra healthy shine, protection from breakage and no buildup for reapplication tomorrow. So dial in your gorgeous edges with touchable hold.

Stash and organize all of your cosmetics in our stylish Squad Cosmetic Bag. The bright yellow color is easy to find in your handbag,

Soapy Faith

Meet the last body oil you’ll ever need. Formulated to care for sensitive, dry & eczema-prone skin, this holy grail after-shower-oil quenches thirsty skin with plant rich oils & omega 3’s that eliminate dryness & leave a buttery glow, while warm hints of Vanilla bean leave you smelling delicious and touch-ably soft all day! Simply drip on after shower, massage deep & meet the skin of your dreams!

Aiper

Global pool cleaning pioneer and the world’s best robotic pool cleaner brand Aiper just launched the Scuba Series, their next generation line of cordless robotic pool cleaners. The new Aiper Scuba S1 with Aiper’s first-ever app for iOS and Android gives pool owners more control, cleaning features and pool monitoring options than ever before.

Auro Wellness

Glutaryl is the first absorbable Topical Glutathione. Glutathione is your body's master antioxidant, functions as a key player in our natural detox system and supports longevity and wellness. The Auro Wellness Health & Longevity Bundle also includes a wellness consultation with founder, Dr. Nayan Patel. Dr. Patel’s mission in the wellness space is to empower the body to age in reverse.

cate brown

Luxury sustainable toss pillows handmade in NYC from vintage heritage fashion and exquisite deadstock textiles.

Frontera Wines

The #1 Chilean wine brand in the United States, offering wine and music for every occasion. Listen to one of our Spotify playlists which pair perfectly with the wine of your choice!

Grossé

Founded in 1907, Grossé is award-winning costume jewelry that uses a unique six-layer plating method and precious metals. It was famously worn by both Marlene Dietrich and Greta Garbo. Grossé pieces can be found on exhibit in world-famous museums including the Metropolitan Museum of Art as well as the Victoria and Albert Museum.

oneisall

As the best smart devices for pets, oneisall is the leading brand for pet products. Introducing the oneisall Cozy C1 Pet Grooming Vacuum Blow Dryer – your all-in-one solution for pet grooming at home! It combines pet grooming, hair cleaning and blow-drying into one sleek device, making it easy for you to maintain your pet's appearance and health in the comfort of your own home.

PETA x Noize

PETA has teamed up with sustainable outerwear company Noize to gift supple, durable, water-resistant vegan leather jackets and wind-resistant, itch-free vegan wool coats, proving that it’s easier than ever to wear vegan. The compassionate look will be completed with PETA’s “The Future Is Vegan (The Future Is Now)” ball caps because there isn’t a moment to spare when it comes to saving animals and the planet.

1MD Nutrition

CardioFitMD® is the ultimate all-in-one, cardiologist-formulated drink packed with superfoods, essential nutrients, fiber, probiotics and more - all in one scoop. This vegan daily beverage, recognized as a Newsweek 2023 Product of the Year, promotes cardiovascular, circulatory, immune health, digestive health, healthy weight management, stamina and energy.

Artisan Books

Equal parts photo-rich lookbook and cultural commentary, Fly: The Big Book of Basketball Fashion by Pulitzer Prize-winning writer, Mitchell S. Jackson, is the story of the extraordinary intersection of high fashion and basketball, from the league's inception to today, and celebrates the iconic style of NBA athletes

Kérastase

Elixir Ultime Original Oil: One of the brand’s bestselling products, one bottle of Elixir Ultime is sold every three minutes. With the combined power of precious oils including Camellia Oil, Marula Oil and Argan Oil, the oil delivers optimal hair nourishment, revives the hair’s strength, and creates frizz-free, super shiny hair.

L’Oréal Paris

L'Oréal Paris Elnett Satin is a legendary hair spray, known as the gold standard for red carpet events and photo shoots. This spray has an ultra-fine mist that leaves hair feeling clean with a light weight, soft, shiny finish, and a satin touch. So strong, it holds style all day. So fine, it disappears at the stroke of a brush.

Le Color Gloss by L’Oréal enhances hair color and tone, boosts shine and deeply conditions, in 1 step. Your hair is left looking unbelievably healthy, with a fresh hint of color. Suitable for all hair types and textures, color-treated or natural hair.

WEN by Chaz Dean

WEN offers a more holistic approach to hair, skin and body care, reminding the world that the products we use on our bodies are just as important as what we put in our bodies. This special gift set includes several best-selling WEN signature products including Honesty Eau de Parfum, Harmony Ultra Nourishing Intensive Body Treatment and Spring Cherry Blossom 3-wick Candles.

KISS Products x imPRESS Beauty

KISS is the world’s leading manufacturer and distributor of fashion nails and is the market leader in both fashion nails and false eyelashes in the U.S. KISS offers innovative, accessible, easy to use, salon-quality beauty products including fashion nails, false eyelashes, color cosmetics, hair styling tools, hair care, hair accessories and more.