By Ethlie Ann Vare
BEVERLY HILLS, CA (The Hollywood Times) 2/28/25 – We are counting down to the Oscars, and Los Angeles is full of celebrities and their entourages drinking, dining, and – everyone’s favorite – gifting. Or rather, if you’re the actual celebrity, being gifted. The Academy Awards ceremony is famous for handing out gift bags worth hundreds of thousands of dollars to its (let’s be honest, probably already wealthy) participants. Last year’s nominee swag was valued at $180,000 per celeb, and this year it’s said to total $216,000.
But you don’t have to wait for the ceremony, and you don’t have to be a nominee, either, to get invited to a cool gifting event. Heather Marianna’s Enchant Luxury Celebrity Gifting Lounge at the Beverly Hills Marriott on Thursday welcomed actors, influencers, journalists and vendors from all over the world. It was packed, it was overwhelming, and it was a ton of fun.
“It’s about establishing connections, it’s about networking – we’re all about relationships,” says Qcura hair extensions Founder Jill Herrera. “Brands helping brands.”
Vendors from around the world – mostly start-ups, mostly owner operated, mostly mission-driven – told their stories and handed out samples. There was Pixi cosmetics from London, Skanties “anti-shapewear” from Australia, street fashion from Vancouver, and crystal singing bowls from Gibraltar. Somewhat closer to home we had Beau cosmetics from Nashville and some very cute dogs from Kiss My Paws animal rescue in Las Vegas. Plus, indie authors, tasty treats, and lots of alcohol.
“I do think that because of the work that Heather Marianna does internationally, she attracts a very international crowd,” says Farrah Wynn, who was repping Daba Lash, a lash and brow treatment popular in Latin America but just now being introduced here.
The focus was on health, wellness, women – I was pleased by all the empowered women authors showing their work – and fashion. There was high fashion, street fashion, and, in the case of Skanties, you might say un-fashion. “The message of the anti-shapewear movement is our bodies internally and externally are exactly perfect as they are,” say Skanties Aussie sisters Kat and Susie Taaffe.
Skanties (which I can personally report are comfortable as hell) was one of many small, independent companies represented at Enchant. It’s part of what makes the event special. Aegis Formulas vitamin supplements, for example, was founded by functional medicine Dr. Vohn because “it’s harder and harder to find supplements that aren’t riddled with crap ingredients.” Purefect Balance was started by a woman looking for health answers to treat her own health crisis. Cathy Holt’s Unstoppable Women and Deb Drummond’s Mission Accepted were brought to market by women about women for women. Ocean Baker was 15 years old (!) when he founded his improbably named streetwear firm NatsukashiiINK.
“I come to be introduced to new products and new people,” said actress and environmentalist Rachelle Carson-Begley, checking out the scene with daughter Hayden Begley. “This is a great way to send out a product to the public.” Sure, there could always be a greater focus on eco-friendly and sustainable, “but I did find one line that’s from bees and I’m really interested in trying that.” (That would be BeezGone. I’m trying it, too.)
We also ran into actors Richard Grieco (checking out the singing bowls) and John Savage (he went for the Ophora water, I think) plus a ton of young influencers who really know their make-up and hair-extensions (thank you, Qcura!) Some other famous names and familiar faces you might have spotted were Tori Spelling, Eric Roberts, Cynthia Rothrock, John Schneider and Mena Suvari. An eclectic crowd for an eclectic, high-energy event, well-organized and smoothly run by Kultura PR.
“It’s amazing to be here and get this exposure,” said the happy – and a bit starstruck – young designer Ocean Baker. He plans to be back next year. Me, too. See you then!