THE WHAT? Cocokind founder Priscilla Tsai and beauty creator Ava Lee have launched Mimitime, a collagen-infused konjac jelly brand that aims to bring the Korean functional snack format into the US beauty and wellness market.
THE DETAILS Developed over two years with Korean suppliers, Mimitime combines konjac jelly with 1,500mg of marine collagen per pouch, positioning the product at the intersection of ingestible beauty and functional snacking. Tsai and Lee developed the business alongside CEO Cindy Lloyd, with the founders identifying an opportunity to introduce a format already established in Korean and Asian markets to US consumers. The brand is launching with four flavours and will be positioned within Target’s beauty ingestibles category. Target has already committed to more than doubling Mimitime’s footprint in January 2027, while the company expects to generate more than US$1 million in sales during its first four-and-a-half months. The founders ultimately intend to expand Mimitime beyond collagen and konjac jelly into a broader functional-snacking platform.
THE WHY? Mimitime demonstrates the continued convergence of cosmetics, ingestible beauty and wellness, with beauty entrepreneurs increasingly looking beyond traditional topical products for growth. The launch also highlights the growing commercial influence of K-beauty concepts in adjacent categories and Target’s increasing investment in beauty-from-within products.
Source: WWD
