White Rabbit, a Chinese milk candy brand, has achieved outstanding success with its crossover product Lip Balm, produced by Maxam, according to a report by South China Morning Post.

Merging into the beauty industry from its food roots, the White Rabbit Lip Balm is a limited edition product and sold out in seconds on the online retailer, Tmall.

The product has ingredients including essences of sweet almonds and olive.

Shen Qinfeng from White Rabbit’s parent company, Guanshengyuan, stated, “How to make our brand younger, as well as adding nostalgia and emotion, is something we have been exploring.”

Speaking to KNews regarding the launch of White Rabbit, Meijiajing Brand Manager Li Chenshen said, “I feel for Chinese brands that have a lot of history like ours, we not only need to stay classic but become viral as well.”

White Rabbit is the latest Chinese food brand to crossover into the cosmetics market, with Luzhou Laojiao liquor company this year branching out into the fragrance industry.