Priscilla Tsai and Ava Lee are bringing a staple of Korean beauty and snacking culture to the U.S. mass market.
The Cocokind founder and the beauty influencer behind Glow With Ava have teamed to launch Mimitime, a line of collagen-infused konjac jelly snacks. The brand will debut on mimitime.com on Saturday, followed by an exclusive nationwide launch at Target stores and target.com on Aug. 16.
“It’s honestly just a product obsession that we had that does not really exist here, in the capacity that we think it could be,” said Tsai, Mimitime cofounder and president. “Most Americans don’t know what konjac jelly or Korean jelly snacks are, so we felt like it was such perfect timing.”
Made from the konjac plant, the jelly is a low-calorie, fiber-based snack with a soft, gel-like texture. Mimitime will launch in strawberry, peach, grape and apple flavors, each pouch containing 30 calories, 3 grams of sugar and 1,500 milligrams of marine collagen (selected for its bioavailability, according to the founders). Individual pouches will be priced at $2.99 at Target, while 10-packs will sell for $28 on mimitime.com.
Ava Lee with Mimitime’s collagen-infused konjac jelly snacks.
Courtesy of Mimitime
Lee and Tsai met nearly eight years ago while building Glow With Ava and Cocokind, respectively, after both had worked in finance. Their shared interest in Korean and Asian snacks eventually drew them to konjac jelly, and two years ago they began developing Mimitime with chief executive officer Cindy Lloyd.
“We made it in a form that we’re hoping people will actually crave and look forward to eating consistently,” said Lee, Mimitime cofounder and chief brand officer.
The snack is designed to offer a satisfying, low-sugar pick-me-up, while its marine collagen is intended to support skin hydration, firmness and elasticity with regular consumption, Lee added.
Lee and Tsai spent more than two years developing Mimitime with Korean suppliers, traveling with Lloyd to refine the product’s texture and flavors. The jelly uses organic brown sugar rather than the sugar alcohols found in many existing konjac products, a choice the founders said creates a more approachable taste for American consumers while keeping it low in sugar.
Mimitime’s collagen-infused konjac jelly snacks, available in strawberry, peach, grape and apple.
Summersalt Social
At Target, Mimitime will sit within beauty ingestibles, alongside brands including Lemme. Tsai said the retailer has already committed to more than doubling Mimitime’s footprint in January 2027.
“Our guests are increasingly looking for innovative beauty products that become part of their everyday wellness routines while helping them achieve healthy, radiant skin,” said Amanda Nusz, senior vice president of merchandising, essentials and beauty at Target, in a statement. “As beauty and wellness continue to converge, bringing Mimitime exclusively to Target reflects our commitment to introducing guests to emerging beauty trends and giving them access to what’s next.”
Mimitime expects to generate more than $1 million in sales during its first four-and-a-half months on the market. Longer term, Lee and Tsai see konjac jelly as the entry point to a broader functional-snacking business.
“We want to build and define the functional snack market for the next generation,” Lee said. “We’re doing konjac jelly and collagen, but I feel like this is just the beginning.”
