Origin Story and Our First Big Wynn

My first understanding of what a “custom bath amenity” was came in the early 2000s while watching my wife, Emilie, work with Elaine Wynn and team for more than three years to perfect a vision. They designed unique natural formulations, created custom ink colors, and discovered the best machine to create a perfect soft-touch bottle finish (there were only three in the world at the time), all in pursuit of producing a distinct collection for Ms. Wynn’s to-be-created, now iconic, resort in Las Vegas. Long phone calls were regularly taken during nights and weekends to discuss the smallest details while we were simultaneously trying to learn how to care for a newborn.

I didn’t understand why all the time and effort was needed, why decisions couldn’t be made faster, or why anyone would ever care. That was at least until I held the first prototype samples, which were like nothing I had seen before, in or out of a hotel. They almost felt like a different product category compared to what I had previously known.

Every detail mattered. Pearlized cartons (coated in the newly created “Wynn Pearl Ink”), the aforementioned soft-touch finish, crisp-edged shoulders and disk caps, glossy direct print that popped off the matte bottles in perfect color combinations, ergonomically shaped soaps, modern branding with clean typography, and that bright, natural lemongrass scent together created an unforgettable impression.

The collection was truly incredible (as one would hope after three years of development) and put LATHER on the map in the hospitality industry. Later, seeing this collection in the actual Wynn Las Vegas was an education in “sense of place” and how every detail can embody the spirit of a property.

Twenty years into a six-month commitment to help Emilie while our daughter was an infant, and nearly 100 carefully designed custom collections later, my work and mission have been to “bring unexpected wellness and joy to the everyday” for our clients and their guests. This has involved everything from sexy creative packaging design and brand strategy to the less visible inventory strategies and organizational decisions that make a real difference to both the end users and those of us who cater to them. It has also taken me around the world to some of the most remarkable destinations striving to create a distinct sense of place and design a guest experience with intentionality.

That’s why I’m excited to introduce The LATHER Custom Letter, a monthly note offering a glimpse behind the scenes and shared exclusively with hoteliers who believe every touchpoint can make a difference.

I’ll be sharing case studies, ingredient deep dives, packaging design nuances, and the art of custom formulation, along with inspiring examples from the world of hospitality and occasional musings. Whether you’re a long-time collaborator or just discovering what’s possible, my hope is to bring you useful insights and a fresh perspective on what it means to create with intention. I know you receive many emails and am grateful that you read this one. Until the next letter, I’d love to hear from you. What are you most curious about?

With appreciation,

Rob Hoyt
PRESIDENT, LATHER Custom

If you would like to receive future insights and examples, please click here.

To read the next Letter, click here.