Sheraton Hotels & Resorts is developing its own spa and amenities brand called Shine.
Shine will replace the Bliss line of products and its formula and packaging will be made by the same vendor.
The move comes after Starwood sold its Bliss spa unit for $100m to Steiner Leisure Limited when the company felt the need to develop its own line of exclusive spa products to strengthen its branding.
As part of the agreement, Starwood’s Bliss products will only appear in W Hotels and St Regis Hotels & Resorts.
The Shine spa is now operational in the Sheraton Maldives and the Sheraton Bratislava in Slovakia.
The company said six spas will open this year in Sheraton hotels in China, and 12 more will open next year including the first in North America.
The Starwood brand hotel chain is also in the middle of a $6bn global makeover, according to content.usatoday.com.