Fary, who assembles the unofficial gift bags independently of the Academy, says the goal is simple: make nominees feel celebrated, while giving small and emerging brands a global spotlight.

"This is something ​we do independently of the Academy with the intention of elevating small businesses, ​female-founded brands, and minority-owned companies, and also because losing sucks," he said.

One ⁠of those small businesses is Rescue Spa, founded by Danuta Mieloch.

For Mieloch, participating ​in the Oscars gift bag is more than a marketing opportunity. "I think this is one ​of the most exciting moments," she said. "Coming from Poland 30-something years ago and now being at the Oscars — it means a lot."

Companies pay a fee to include their products, and Rescue Spa is ​contributing $450 worth of treatments and goods this year per bag. It's the brand's third ​time being featured, and Mieloch says the exposure is worth the investment.

"I feel like it positions us ‌in ⁠a better place. And it aligns with our philosophy. To be nominated requires diligence, a lot of work and excellence — and I feel like my products are aligned with that," she added.

The gift haul ranges from inexpensive snacks to a home interior design ​package that could be ​anything from a six-figure ⁠full home rebuild to a more modest redo of a room because the nominee's kids have gone off to college, Fary ​said.

This year's gift bag - actually a small suitcase - also includes five ​vacations, whisking ⁠nominees from snow-covered villas in Finland to the beaches of Costa Rica.

While Fary doesn't always hear directly from recipients, the social-media trail tells him all he needs to know.

"Whenever they ⁠take ​a trip and post pictures, or they go in ​and get the waitlisted Sculpt and Lift facial at Rescue Spa — which one of the nominees already does — ​that's the best feedback of all," he said.