Cocokind Founder Priscilla Tsai's K-Beauty Mimitime Collagen Jelly Launches at Target
Cocokind founder Priscilla Tsai and creator Ava Lee introduced Mimitime, a marine collagen-infused konjac jelly brand. Developed with Korean suppliers, the line launches at Target, targeting the US beauty ingestibles market.
Mimitime Enters US Market with Collagen Jelly
Cocokind founder Priscilla Tsai and beauty creator Ava Lee launched Mimitime, a new brand offering marine collagen-infused konjac jelly. The product line, developed over two years, is now available in Target stores within the retailer’s beauty ingestibles category in the United States. Each Mimitime pouch contains 1,500mg of marine collagen, as claimed by the brand. The initial launch features four distinct flavors. Cindy Lloyd serves as the company’s Chief Executive Officer.
Korean Sourcing Drives Functional Snack Strategy
Mimitime’s development involved collaboration with Korean suppliers. The brand aims to popularize a functional snack format, already established in Korean and broader Asian markets, among US consumers. This strategy positions Mimitime at the intersection of ingestible beauty and functional snacking.
The founders intend to expand Mimitime's offerings beyond collagen and konjac jelly to a wider functional-snacking platform in the future, according to company statements.
Target Expands Footprint, Sales Projections Set
Target plans to more than double Mimitime’s retail presence by January 2027, indicating confidence in the brand's market potential. Mimitime projects generating over US$1 million in sales during its first four-and-a-half months following the launch.
This introduction highlights the increasing commercial influence of K-beauty concepts in adjacent categories and Target's ongoing investment in beauty-from-within products, as observed by industry analysts.
Implications for Asia's Beauty Industry
This launch demonstrates a clear opportunity for Korean functional food and ingredient suppliers. The successful entry of a Korean-inspired ingestible product into a major US retailer like Target reveals demand for Asian beauty formats beyond topical cosmetics. Asian manufacturers of marine collagen and konjac-based products may find new export avenues.
Furthermore, the brand's reliance on Korean suppliers highlights the region's established expertise in developing and producing such functional snacks for international markets, potentially driving further partnerships.
Three newsletters, one newsroom.
The Beauty Brief delivers Asia's beauty week every Monday. Regulatory Radar tracks the rule changes that move markets. Trend Pulse decodes what consumers want next. All free to start.
