The evolution of corporate swag

Corporate swag used to mean cheap pens, oversized t-shirts, and stress balls destined for the back of a desk drawer (or worse, trash bin).

But in 2025, branded merchandise has undergone a full rebrand.

Corporate swag is no longer an afterthought; it’s a strategic tool. In fact, 90% of consumers say they remember the branding on promotional products. And remember, branding doesn’t necessarily just mean your logo. 

From employee engagement gifts to high-impact PR drops, corporate swag is evolving into an extension of brand storytelling, culture-building, and customer experience.

And yet, one of the most underused opportunities in this space? Beauty and wellness products. Despite their ability to create memorable, high-sensory brand moments, they’re often overlooked in favor of more traditional merch.

The rise of thoughtful, intentional corporate swag

Modern consumers (and employees) expect more.

They're design-conscious, value authenticity, and crave utility. That shift has forced brands to rethink their approach to merch. Sorry, your lanyard isn’t going to cut it.

Today, great corporate swag is:

• Intentional: Gifts that reflect company values or speak to the recipient’s lifestyle.
• Design-led: Aesthetic, brand-aligned, and Instagram-worthy.
• Useful: Items people actually keep and use—think insulated mugs, skincare minis, or tech accessories.
• Sustainable: Ethically made, reusable, or low-waste.

In short, the best branded merchandise today doesn’t feel like swag at all. It feels like a thoughtful gift.

That’s why more beauty businesses are rethinking their approach. They’re integrating high-quality cosmetic and wellness products into their gifting strategies—items that add value, feel luxurious, and align with the elevated expectations of customers.

Despite their popularity in consumer markets, beauty and wellness items are still rarely used in traditional corporate gifting programs. That means brands (even those not in the beauty space) that adopt them early gain a serious edge—offering recipients something fresh, functional, and unexpected.

From brand exposure to brand affinity & employee engagement

The old goal of corporate swag was mass exposure. Slap a logo on a tote, send it to a client, and hope it gets seen. But that logo-first thinking has taken a back seat to a connection-first strategy.

Today’s most effective corporate gifting trends focus on brand affinity: creating an emotional connection between the recipient and the brand. 

That could mean:

• Sending beauty editors a curated skincare drop that tells your brand's story
• Gifting new hires a welcome kit that celebrates your internal culture
• Surprising loyal customers with personalized merch drops

Swag isn’t just about recognition—it’s about resonance.

One of our favorite examples is when TikToker @danimarielettering unfortunately had her car catch on fire. She posted a video of her ruined car, but somehow, her Stanley had survived the fire (with ice in it). 

Stanley’s team saw the video and sent her some new Stanley tumblers as well as a new car. The exchange went viral on social media, gathering tons of attention while being an incredible example of gifting loyal customers. 

And yes, we recognize that many of you will not be gifting a new car to customers, but you can still take a valuable lesson from the Stanley team—build targeted connections over mass giveaways. 

PR swag that earns buzz

PR swag is especially powerful in industries like beauty and wellness, where visual storytelling and unboxing experiences matter.

In recent years, we’ve seen brands take PR gifting to new heights with immersive, share-worthy packages that go beyond the product itself:

• Custom influencer kits with on-brand packaging and lifestyle add-ins: Imagine a skincare brand sending a glow serum alongside a branded matcha whisk, silk hair tie, and handwritten note. The packaging is curated to mirror the brand’s aesthetic (soft, glossy, eco-chic) and spark an unboxing moment. For example, Vaseline sent TikTokers corporate swag in a box shaped like lips. Within it, creators found mini bejeweled vaseline products with accompanying charms.
  
  
  
  
  
• Press mailers designed for Instagram and TikTok reveals: These mailers often include layered packaging, bold color palettes, quirky messaging, and interactive components. The goal? Surprise, delight, and get featured in Stories, GRWMs, and influencer hauls. For example, Fenty Beauty sent fun mushroom-shaped PR swag to influencers with their Smurf line. 
  
  
  
  
  
• Experiential swag like scent samples, DIY kits, or QR codes that unlock virtual events: For launches where digital meets tactile, brands are including samples with interactive twists—like a body oil kit with a QR code linking to a guided self-massage video or a virtual fragrance layering lab. This creates a full-sensory experience and adds lasting value to a one-time package. For example, Scent Lab sent custom scents to creators, making their fragrance PR swag both fun and memorable.

Beauty businesses aren’t just sending products—they’re crafting curated brand moments. And it works. When done well, PR gifting can generate:

• Earned media coverage: Journalists and influencers are more likely to cover brands that offer a unique story or experience—not just a product.
• Social media shares and influencer shoutouts: Beautiful, clever, or experiential kits get unboxed on TikTok and shared on Reels.
• Elevated brand perception: High-quality swag signals that your brand values design, detail, and customer delight.
• Deeper audience trust: People trust brands that create real excitement and connection—not just sales pitches.

Swag as a culture-builder: employee engagement gifts

Corporate swag isn’t just for customers; it’s also one of the most underutilized tools for strengthening internal culture.

Thoughtful employee appreciation gifts can go a long way in boosting morale and reinforcing company values.

In today’s hybrid and remote-first work environments, where face-to-face interaction is limited, wellness gifts for employees and curated branded merchandise can help teams feel more connected, celebrated, and supported—no matter where they work.

Here’s how smart companies are using employee engagement gifts to build belonging:

Reinforce team connection from afar

Whether it’s a quarterly gift or a just-because surprise, sending swag can help remind employees they’re part of something bigger than their inbox. A branded fleece, a cozy candle, or a curated snack box can spark real connection.

Celebrate milestones and wins

Recognizing promotions, anniversaries, or team wins with personalized swag helps employees feel valued. Skip the generic pen set (we’re begging you) and instead opt for branded merchandise that aligns with your brand story and your team’s personalities.

Onboard with excitement

A well-designed onboarding swag kit can turn new hire jitters into excitement. Include company-branded items they’ll use every day—think stylish water bottles, laptop cases, and wellness gifts that prioritize kickstarting their work with your team.

And here’s where beauty businesses have an edge: they’re functional, sensory, and luxurious—making them ideal for onboarding or appreciation moments that feel elevated.

Blanka makes it easy for businesses to tap into this shift. With North American-made, high-quality private label beauty and wellness products—think skincare, body care, and fragrances—Blanka empowers brands to create swag that people actually want to receive and use.

Corporate swag isn’t dead—it’s evolving

Yes, the days of stress balls and forgettable keychains are behind us. And the rise of intentional, elevated corporate swag shows just how powerful branded gifts can be when done thoughtfully.

When executed well, swag becomes a brand-building tool that:

• Humanizes your brand through meaningful touchpoints
• Boosts employee engagement with appreciation gifts that feel personal
• Generates buzz with PR swag that’s made for sharing
• Builds loyalty with high-quality items people actually use
  

And most importantly, it doesn’t cheapen your brand. With thoughtfully chosen cosmetic products, your swag can strengthen your story instead of feeling like marketing waste.

Blanka helps make that possible.

Whether you’re sending PR kits or employee gifts, you can trust the products you’re putting your name on.