PR Packages and Gifting: Lessons for Brands

Key takeaways

This is a disclosed record of the brands that have sent Velena PR, from the first six in 2023 to the beauty, fashion, food, wellness and home brands that followed. Every product here was a gift, and none of these brands paid for this article.
Gifted PR earns awareness and starts relationships. Paid UGC gives a brand content it can use on its own channels and in its adverts, with the rights in writing.
The best PR boxes are designed for the camera: easy to open, with a card that says what the product is for, and packaging worth showing.
In the UK, a post about a gift needs to say so, and a post made in return for payment or with the brand's control is an advert that needs "Ad" at the start.
Gifts a creator receives in return for content can count as income for tax, which is worth knowing on both sides of the parcel.

How a love of fashion became Velena Lifestyle

Velena did not set out to build an agency. It started the way a lot of these things do: with a love of fashion, a phone, and a habit of filming everything she tried. She began sharing content as a creator, posting the brands she genuinely liked, and slowly a community grew around it.

The more she created, the more she noticed what actually worked. It was not glossy, perfect adverts. It was real, relatable content that looked like a friend's recommendation. Brands started sending PR, then asking her to make content they could use on their own channels. That shift, from a parcel on the doorstep to a brief in the inbox, is how Velena Lifestyle began. Today it is a social media and content agency in High Wycombe, Buckinghamshire, where our team, led by the founders Velena and Dragos, plans, films and edits content in house. Along the way Velena has been featured in Women's Health.

There are a lot of perks to making UGC, and the parcels are one of Velena's favourites. Some weeks the doorstep looks like a second Christmas. This article began in May 2023 as a celebration of the first six PR packages she received. We have kept them, added the brands that have sent PR since, and turned the whole thing into something more useful: what each box taught us about filming products, and what a brand should know before it sends one.

A cardboard box and three mailing bags, one pink, left on a doormat by a white front door — Some weeks the doorstep looks like a second Christmas.

A note on disclosure. Every product in this article was sent to Velena as a gift. None of these brands paid for this article, this page does not describe any of them as a client, and every opinion is Velena's own. The earlier version of this page carried discount codes and an affiliate link; we have removed them, because an agency article should not earn from the products it describes. If you see any of these products on Velena's own channels, the post will be labelled in line with the UK rules described later on this page.

If you want to see the kind of content this led to, browse our UGC portfolio, sorted by what you sell, or read about the social media management we run for brands.

The first six PR packages, 2023

These are the collaborations that started everything, from art-led fashion to sustainable everyday swaps. Each one earned its place, and each one taught us something about filming a product that we still use on briefs today.

Velena Nikolova in a floral corset top and grey trousers by a radiator — One of the first gifted outfits, 2023.

1. GalArtsy. GalArtsy turns fine art into something you can wear. They sent Velena four pieces: a Van Gogh denim jacket, matching trainers, a jumper covered in those famous brushstrokes, and an avant-garde corset top. Wearing them felt like carrying a gallery on her shoulders, and they were some of the first pieces that made her fall for art-led fashion.

2. Realta the Label. Realta the Label makes jewellery with meaning. Velena's favourites were the Cosmic Hoop Earrings, the elegant Chiara Hoops and the Irish Blessing Bracelet, a delicate nod to Irish culture that she still reaches for. The craftsmanship and the attention to detail are beautiful.

3. Cheeky Panda. Cheeky Panda won Velena's eco-conscious heart. Their Bamboo Bestseller Bundle was full of everyday essentials made from bamboo, from soft toilet tissue to facial and pocket tissues. They quietly became a staple in her home.

Four frames of gold jewellery: a bracelet, hoop earrings, black phone cases and a hand with a ring — Gold pieces filmed close, in four frames.

An open orange Ohne box reading Welcome to the cycle care club — A box that greets you before the product does.

4. Sum of I. Sum of I makes accessories that are as clever as they are pretty. The Fulton Links Bracelet and the Biome Hoop Earrings, both in gold, were showstoppers, and they arrived in reusable pouches that transform into a cardholder with a leather-feel chain. Thoughtful design through and through.

5. Ohne. Ohne sent Velena the loveliest direct message, and then their Raspberry Sorbet High-Waist Period Pants from their pink line. She had wanted to try period pants for ages, and paired with her menstrual cup, they made that time of the month far less of a worry.

6. House of Cutie. House of Cutie menstrual cups come in a range of sizes, packaged in sustainable materials with a pouch for each cup. Velena wrote separately, at the time, about her three-month switch to a cup.

The earlier version of this page also showed some of these brands' own product pictures. We have kept only the photographs Velena took herself, because a brand's catalogue images belong to the brand.

Two House of Cutie menstrual cup boxes on white sheets, second frame — Sensitive products can still be filmed simply and well.

What the first six taught us about filming products

Looking back, each of those parcels was a small lesson in how to film a product so it sells. These are the ideas we would bring to each one if it arrived as a paid brief today.

Art on the body needs movementA printed jacket looks flat on a hanger and alive on a person. For pieces like GalArtsy's, a try-on with a turn, a walk and a close-up of the print does more than any flat lay. Fashion is the clearest case for video over photography.

Jewellery needs scale and storyHoops and bracelets need to be seen on an ear and a wrist, close to the lens, in daylight, so the viewer can judge size and shine. A piece with a meaning, like the Irish Blessing Bracelet, also needs that meaning said out loud.

Everyday swaps need a before and afterA sustainable swap is easiest to show as a change: the old product out, the new one in, and a line on why. That simple structure suits products like Cheeky Panda's.

Clever packaging deserves its own revealWhen a pouch turns into a cardholder, as Sum of I's did, that moment is the video. The packaging is part of the product, and a brand that designs something worth showing gets it shown.

Sensitive products suit a voiceoverPeriod care, health and intimate products often work best with the product on screen and a calm voice explaining it, rather than a face. That is exactly what our voiceover option is for.

Choice needs explainingA product that comes in several sizes, like a menstrual cup, needs a short, clear "which one is for me" moment. A how-to video answers the question that stops people buying.

The common thread is that a product video is not a picture with movement added. It answers the questions a buyer has, in the order they have them. Our guide to unboxing video production goes further on how packaging shapes the shoot.

Gifted PR and paid UGC do different jobs

Both put a product in front of an audience, but they are not the same thing, and confusing them is the most common mistake we see brands make when they start working with creators. Here is how we explain the difference.

Gifted PRA product sent to a creator as a gift. Any post that follows is at the creator's discretion and goes out on their account, to their audience. It is labelled as a gift. It is best for awareness and for building relationships.

Paid UGCContent a brand commissions and pays for, made to a brief and delivered as files. The brand uses it on its own channels, product pages and adverts, under a licence stated in writing. It is best for performance, paid adverts and product pages.

There is a third option in between: an influencer post, where a brand pays for a post on the creator's own account. That is an advert, and it is labelled as one. Many brands use all three at different moments, gifting to start a relationship, UGC for a steady supply of content, and paid posts for a launch. Our guide to UGC vs influencer marketing compares them in full.

The UK rules follow the same lines. The Advertising Standards Authority and the Competition and Markets Authority say that when a brand pays a creator, or has control over what is posted, the post is an advert and should be labelled clearly, with "Ad" or "#ad" at the very start, in their influencers' guide to making clear that ads are ads. Even a genuine gift with no strings should be disclosed, so followers know there is a commercial relationship, as the CMA's guide Social media endorsements: being transparent with your followers explains. Getting this right matters: in the ASA's 2025 report, only about 57 percent of the likely influencer adverts it checked were labelled properly, as Lewis Silkin's summary of the report sets out.

Luxury beauty and skincare

Since this article first went live, a lot more has landed on the doorstep. The next five sections list the brands that have sent Velena PR since 2023, grouped by what they make, starting with the luxury beauty houses.

An open L Oreal Paris PR box with products in red shred and a note card inside the lid — An L'Oréal Paris box, opened on camera.

A brand card in the box tells the creator what matters.

L'Oréal. Velena loves L'Oréal because the products leave her hair and skin feeling healthy and polished. From the Age Perfect serum to the Glass Skin mask, they are the products she reaches for when she wants to feel her best.

Estée Lauder. Estée Lauder's skincare and make-up are some of Velena's favourite easy products, the ones that leave her skin feeling refreshed and ready for the day.

Armani Beauty. Velena loves Armani Beauty for its luxurious formulas, which make every make-up look feel elegant and effortless.

YSL Beauty. YSL Beauty sent a mascara in the most beautiful box, and Velena's jaw dropped. It is one of her favourites for a touch of luxury in her routine, and the box is now a keepsake.

A YSL Beauty mascara and its card on a black box on a rattan table — A box worth keeping is a box worth filming.

Giorgio Armani Beauty foundation and lip products laid on a windowsill — Window light does more for a product than a studio lamp.

Lancôme. Lancôme leaves Velena's skin feeling nourished, with the healthy, natural glow she loves. The serum arrived with a refillable design, so you keep the bottle and swap in a refill.

Bobbi Brown. Receiving Bobbi Brown was a real milestone, and Velena could not quite believe it. She loves the brand for make-up that enhances her features and gives her skin a radiant finish.

What the luxury houses have in common is packaging designed to be opened slowly. That is a gift to anyone filming an unboxing: the reveal is built in. See the content we make for beauty brands in our beauty and skincare UGC portfolio, and our guide to UGC for beauty brands for what works on camera and what the rules on claims allow.

Everyday beauty and hair

A Lancome Genifique serum box beside purple flowers — A refillable serum, styled simply.

The fun, easy brands that have earned a permanent spot in Velena's routine.

Maybelline New York. Maybelline is Velena's go-to for everyday make-up, because it gives a fresh, natural look without ever feeling heavy.

The Beauty Crop. The Beauty Crop was a lovely surprise. The bag was full of make-up, and Velena was amazed by how much they included. The products are easy to use and perform well.

Sassy Saints. Velena loves Sassy Saints because the skincare is fun to use and always makes her feel her best.

A bottle of Maybelline Grippy serum primer on its pink wrapping — One product, its wrapping and good light.

A Dyson Amino scalp serum box on a table with its card — The card in the box often holds the line the brand most wants said.

Dyson. Dyson's haircare changed Velena's routine. She especially likes the scalp treatment, which she finds soothing.

MONDAY Haircare. Velena loves MONDAY Haircare because her hair feels soft, shiny and fresh after every wash. The packaging is lovely, and so are the products.

Everyday beauty suits a different kind of video from luxury. The best format is usually the routine: the product in use, on a normal morning, in a real bathroom. Hair content sits within our beauty and skincare portfolio.

A hand holding up a pink gingham The Beauty Crop tote bag — A bag the creator will carry again is packaging that keeps working.

A Sassy Saints magazine with a gold box of skincare ampoules — A magazine in the box gives the creator a story to tell.

Two more from this group are worth a picture of their own, because they show how far a brand can take the box itself.

A hand holding the pink Monday Haircare Styling Tool Kit box by its handle — A box with a handle is a box made to be shown.

Fashion and jewellery

The labels that have built Velena's wardrobe one delivery at a time, and the finishing touches that go with them.

Peppermayo. Peppermayo is one of Velena's favourite fashion brands, because the pieces make her feel confident, feminine and stylish. They sent a package every month for a while, and she built much of her dream wardrobe with them, especially the dresses.

Two Peppermayo white shirts in their bags on a sofa — A monthly parcel turns a gift into a relationship.

A cream Velena box, an orange Abbott Lyon box and earrings on a sofa — Personalised pieces give a creator something to say.

Micas. Micas is Velena's go-to for chic everyday fashion that looks elevated but is comfortable enough to wear all day.

Abbott Lyon. Abbott Lyon jewellery is Velena's favourite finishing touch, because it lifts even the simplest outfit. She has built a whole collection, because they also sent a package every month for a while. It felt like Christmas every month.

Two brands sending a package every month is worth noticing. Regular gifting keeps a brand in a creator's content over time, rather than in one post. For brands that want the same steady presence on their own channels, with rights they control, that is exactly what a monthly UGC plan does. See our fashion and clothing and jewellery portfolios, and our guides to UGC for fashion brands and UGC for jewellery brands.

Food, drink and wellness

The brands that make eating and drinking well easier, and the ones that support how Velena moves, recovers and feels day to day.

itsu. itsu is perfect for busy days when Velena wants something quick and delicious. Her jaw dropped when she saw the huge box of noodles at the door; she felt like a child.

An open itsu PR box of noodle pots and broth sachets — Abundance is its own reveal.

An open Sweet Bee Organics box with two brown bottles and a card reading Your new morning ritual awaits — A card that names the ritual gives the video its first line.

Air Up. Air Up turns drinking water into something Velena looks forward to, with a long list of flavours, her favourite being mojito.

HelloFresh. HelloFresh makes cooking easier, and has helped Velena discover recipes she now makes regularly.

Sweet Bee Organics. Sweet Bee Organics stands out for its gentle, natural approach, with products that feel good to use every day.

Ultrahuman. Velena's Ultrahuman ring gives her a useful picture of her sleep and recovery, and she does not like to take it off.

Prozis. Prozis fits Velena's active lifestyle and makes it easier to keep on top of her nutrition and fitness.

AKT. AKT keeps Velena feeling fresh through the day, and feels more like skincare than deodorant.

Food and wellness are the two categories where the words in a video matter most. Since 5 January 2026, UK food and drink adverts have been subject to the restrictions on less healthy food and drink advertising, and wellness products sit under strict rules on health claims, so in paid work we film only the claims the brand has approved. See our food and drink and wellness and fitness portfolios, and our guide to UGC for food and drink brands.

Home and sustainable living

The thoughtful swaps that make everyday routines feel a little better.

An open green Fussy welcome box with a white deodorant case — A welcome box that explains the refill system at a glance.

Fussy. Fussy is one of Velena's favourite sustainable swaps: a refillable deodorant that works well and cuts down on plastic.

Purdy and Figg. Purdy and Figg makes cleaning feel a little more luxurious, with beautiful scents that leave the home smelling fresh.

Sustainable products bring one extra responsibility for whoever films them. Green claims are under close watch in the UK, and the Committee of Advertising Practice updated its environmental claims guidance in 2026, as Lewis Silkin reported. A creator should say what the product is and how it works, such as "refillable", and leave broad claims like "eco-friendly" to wording the brand can prove. See home and lifestyle content in our home interiors portfolio.

See the content gifting can lead to

These are beauty and skincare videos our team made for brands. Tap one to play it; nothing loads from outside the site until you do.

Beauty and fashion UGC, made for your brand

Velena Nikolova in a pink shirt and sunglasses holding up a phone at a cafe table, a black and white photograph on the wall behind — The same eye that films a PR box films your brief.

This is the kind of content we make for beauty, skincare and fashion brands, as paid UGC, with the brief agreed before filming and the rights in writing on delivery. Choose a package and send your product, or get in touch for something bespoke. You choose who is on camera: Velena, Dragos, both, nobody with a voiceover, or no preference, at the same price. Here are the beauty and skincare packages, each at its starting price:

Beauty & Skincare UGC: Basic£140a video, fromOne video for your own channels and product page.

Beauty & Skincare UGC: Standard£210a video, fromOne video with a script and two hooks, made to run as an advert.

Beauty & Skincare UGC: Premium£325a video, fromFull direction, the raw footage and advert rights on all platforms.

Beauty & Skincare UGC: Bundle (3 Videos)£549for all threeThree Standard videos, to test three ideas at once.

And the fashion and clothing packages:

Fashion & Clothing UGC: Basic£150a video, fromOne fashion video from your brief, with organic rights for your own channels.

Fashion & Clothing UGC: Standard£225a video, fromOne scripted video with two hooks and all three formats, licensed for paid adverts.

Fashion & Clothing UGC: Premium£350a video, fromThree hooks, four formats, the raw footage and advert rights.

Fashion & Clothing UGC: Bundle (3 Videos)£595for all threeThree Standard videos filmed in one session, with advert rights on all three.

Need videos every month?The UGC Monthly Plan delivers three Standard videos a month in the range you choose, for less than the one-off Bundle, with advert rights on all three.

See the UGC Monthly Plan

Browse the beauty and skincare packages and the fashion and clothing packages for every length and what each one includes.

When you want Velena's own audience

Gifting leaves the post to the creator's discretion. If you want your brand on Velena's own Instagram, planned and guaranteed, that is an influencer post, and it is paid and labelled as one. Our influencer packages set out the posts, the timing and the rights before anything goes live.

Instagram Influencer Package: Brand Feature£350one ReelOne Reel on Velena's Instagram, shared to Stories and labelled as a paid partnership.

Instagram Influencer Package: Campaign£850three ReelsThree Reels across 30 days, three angles, each shared to Stories.

Influencer Package: Brand Launch (Instagram + LinkedIn)£1,10030 daysTwo Reels on Velena's Instagram and two posts on Dragos's LinkedIn across 30 days.

Every influencer package is compared on the influencer packages page.

Sending PR to a creator: a brand's checklist

Three years of parcels have taught us what makes a PR box land well, and what makes it end up unopened in a cupboard. If you are a brand about to send product to creators, this is the list we would want you to read first.

Ask before you sendA short, personal message asking whether the creator would like the product, and confirming the address, saves wasted stock. Ohne's lovely message to Velena is a good example of how to start.
Say whether there are stringsIf you expect a post, a deadline or particular wording, it is not a gift: it is a deal, and the post is an advert that must be labelled. Be clear either way, in writing.
Design the box for the cameraEasy to open with one hand, a clear first view of the product, and nothing that needs scissors on camera. The luxury houses in this article all get this right.
Put the key line on a cardA short card saying what the product is for and the one thing you would love the creator to know. It is often the first line of the video.
Send what they will actually useA product that fits the creator's routine and audience is used and filmed again. One that does not is not.
Think about tax, on both sidesGifts a creator receives in return for content can count as income, alongside cash, and both count towards the £1,000 trading allowance, as the government's tax rules for content creators set out. Creators appreciate brands that understand this.
Know when to pay insteadIf you need the content for your own channels or adverts, gifting is the wrong tool. Commission UGC, with the usage stated, and you will get files you can actually use.

Monthly gifting, as Peppermayo and Abbott Lyon did, is a strong way to stay in a creator's content over time. If you would like the same consistency with rights you control, that is what our monthly plans are for.

UGC and PR myths, busted

A few things brands often get wrong about gifting and creator content.

"Gifted PR means the review is bought"A gift only gets the product through the door. The opinion is still the creator's own, and a gifted post should say it was a gift. If a brand pays or controls what is said, the post is an advert and must be labelled as one.

"UGC only works for big brands"Some of the strongest results come from independent and direct to consumer brands, where relatable content does the heavy lifting. Our guide to UGC for e-commerce shows why.

"You need millions of followers"UGC is about the content, not the creator's audience. The brand runs it on its own channels and adverts, regardless of how many people follow the creator.

"UGC is just a cheap advert"Good UGC works because it does not look like an advert. It feels native to the feed, which is why it holds attention where polished content is scrolled past.

"The more polished, the better"In our experience, on social media real usually beats perfect. Good light, a clear message and a real setting matter more than studio gloss.

Ongoing social media management plans

PR gifting gets product in front of a creator. Ongoing management keeps your brand showing up on your own channels, every week. Every plan runs month to month, with 2 months notice.

Small Business Social Pack£149a month12 designed posts a month on one platform, with no minimum term.

Social Media Management: Seed Plan£399a month16 posts a month on 2 platforms, with a strategy and your comments watched.

Social Media Management: Grow Plan£799a month16 posts a month on 3 platforms, 8 of them Reels.

Social Media Management: Scale Plan£1,499a month12 Reels a month, Stories, and your comments answered Monday to Saturday.

Social Media Management: Elite Plan£2,499a monthA post every working day on up to 5 platforms, with paid social and filming days.

All five plans are compared on the social media management page.

PR packages and UGC: questions

Were these brand collaborations paid or gifted?

Every product in this article was gifted as PR. None of these brands paid for this article, and every opinion is Velena's own. The discount codes and affiliate link on the earlier version of the page have been removed.

Can my brand send products to Velena Lifestyle?

Yes. If you would like to gift a product or commission paid UGC, get in touch through our contact page and we will reply with how it works and where to send it. Gifting does not guarantee a post; paid UGC and influencer packages do, with everything agreed in writing first.

What is the difference between gifted PR and paid UGC?

Gifted PR is a product sent to a creator that may lead to a post on their account, labelled as a gift. Paid UGC is content you commission and receive as files, to use on your own channels, product pages and adverts under a written licence.

Does a post about a gift need to be labelled?

Yes. Followers should be told about the commercial relationship. If the brand also paid or controlled what was posted, it is an advert and needs a clear label such as "Ad" at the very start.

Do creators pay tax on PR gifts?

Gifts received in return for content can count as income, alongside cash, and both count towards the trading allowance. The government's tax rules for content creators explain when a creator needs to register and file a return.

Which product categories do you make UGC for?

Beauty and skincare, fashion, jewellery, food and drink, wellness and fitness, home and lifestyle, tech, apps and more: twelve ranges in all, each in our UGC portfolio with its packages and prices.

Where is Velena Lifestyle based?

In High Wycombe, Buckinghamshire. Every video is planned, filmed and edited in house, and products are posted to us for filming.

Do you only work with big beauty brands?

Not at all. Independent and direct to consumer brands are a large part of our work, across fashion, food, wellness, home and more.

References

A question this article did not answer? Ask our team, and a person will reply.

Velena NikolovaCo-Founder and Creative DirectorVelena co-founded Velena Lifestyle and leads its creative work. A lifestyle creator featured in Women's Health, she is on camera for most of the UGC in our portfolio and writes about UGC, creators, gifting and content. Velena and Dragos both guest lecture at the University of Greenwich on social media and content strategy, and are invited back several times a year.