Faith may move mountains, but licenses move mountains of merchandise. Several personal care companies, armed with a sales history from the mass channel, are banking it will do the same in bath and beauty aisles of chain drug stores.

In the last decade, the licensing industry has expanded well past toys, T-shirts and trinkets, said Charles Riotto, president of the International Licensing Industry Merchandisers’ Association (ILIMA). “Licensing, in general, is spreading into more product categories. HBA certainly has been developing over the last couple of years,” said Riotto.

In fact, several bath & beauty companies made a splash at this International Licensing Show held in New York City in June by showcasing a clever twist on familiar brands and characters.

Lotta Luv, a division of accessories company Designs By Skaffles, created buzz at on East Coast at the licensing show with yummy-flavored glosses and lip balm in Hostess brands, such as Hostess Twinkies and Ding Dong. The first round of products is hitting stores this month and next at a suggested retail price of $1.99. The second round will launch later this fall and will actually be shaped like its respective Hostess dessert. Cinnabon and Pillsbury beauty products are in development as well.