Apparently, dessert you can’t eat is having a moment.
Baskin-Robbins is the latest fast-food chain to throw its hat into the cosmetics ring, teaming up with skincare brand Laneige to launch a rainbow sherbet-flavored lip sleeping mask, complete with a mini applicator shaped like the brand’s iconic pink tasting spoon.
The mask, priced at $25, isn’t just a gimmick. It’s loaded with beauty-world staples like murumuru seed butter, shea butter, coconut oil, and vitamin C, and promises up to eight hours of hydration. The scent profile leans heavily into nostalgia, mimicking the citrusy-sweet notes of Baskin-Robbins’ classic rainbow sherbet.
This isn’t a standalone stunt—it’s part of the brand’s ongoing partnership with actress Sydney Sweeney, whose “Sweet on Sydney” menu is currently spotlighting the same flavor in a lineup of limited-edition desserts. That includes a gummi bear-loaded waffle cone and a fizzy soda float built around rainbow sherbet. Now, you can slather it on your lips, too.
The beauty crossover is far from unique. Dunkin’, Chipotle, and Panera have all recently launched food-themed lip products, turning menu items into surprisingly popular beauty merch. From guava lip tints to mac & cheese–scented balms, what started as novelty marketing has become something else entirely: a side hustle with real retail legs.
For chains like Baskin-Robbins, these collaborations offer more than just press—they’re about extending the brand’s presence beyond the freezer aisle and into Gen Z’s skincare routine. Beauty influencers, foodie TikTokers, and collectors alike have helped turn these limited drops into mini events.
But there’s something more playful here, too. Fast food and dessert chains have long dabbled in merchandise, but cosmetics hit differently. They’re intimate. They smell like memories. And they invite customers to interact with a brand in a way that’s personal, not just consumable.
So yes, it’s a lip balm. But it’s also a reminder that food nostalgia sells, and not just at the counter.