Oral care is getting a seat at the luxury amenity table. Lewie, the dentist-founded oral health and beauty brand, is deepening its footprint across upscale U.S. hotels and spas, with its patented Floss Discs now placed at properties including The Maybourne Beverly Hills, Hotel ZaZa Austin, Hotel Emma in San Antonio, The Swexan in Dallas, Omni Atlanta Hotel at Centennial Park, and Fairmont Scottsdale Princess.
The compact, single-use discs are designed as a design-forward alternative to traditional plastic floss picks, suited for guest room placement, front desks, or integration into broader wellness programming. Continued reorders across the portfolio signal genuine guest adoption rather than one-time trial placement.
The Operator Opportunity
For hotel and resort operators, the pitch centers on a gap that elevated bath products, premium bedding, and curated minibar programs have yet to fill. "Hotels have done a great job elevating almost every part of the guest experience—from bath products and bedding to wellness and minibar offerings—but oral care has largely remained an afterthought," said Dr. Amanda Lewis, founder of Lewie and a practicing dentist for two decades. Lewis frames Floss Discs not as a utility swap but as a repositioning of smile care within the beauty and wellness category—a conversation already well underway in luxury hospitality food and beverage programming.
Lewie also offers customized Floss Discs and branded hospitality packaging, giving properties the ability to create co-branded or property-specific guest amenities—a flexibility that aligns with how premium hotels are increasingly personalizing every touchpoint of the stay.
Beyond the Guestroom
The brand's expansion strategy moves beyond in-room placement. Its Restore Ritual, a nighttime oral wellness program, targets spa and wellness environments, creating opportunities for hospitality partners to weave oral care into treatment menus and wellness journeys. Looking ahead, Lewie plans to introduce a microbiome-friendly Smile Serum and a hospitality kit, broadening the portfolio available to hotel and spa buyers.
To support distribution growth, Lewie has partnered with Brand Uncover, a beauty and wellness growth platform that connects emerging brands with spa, retail, and hospitality procurement networks. "Hospitality has become an important proving ground for Lewie because it allows us to put our products directly into the hands of consumers in the moments they are most relevant," Lewis said. The partnership reflects a broader trend in guest amenity sourcing within the hospitality industry, where emerging wellness brands are increasingly using hotel placement as a proving ground before scaling to wider retail channels.
Lewie is actively seeking additional hotel, resort, spa, and distribution partners to extend the program nationally.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
