Cocokind founder Priscilla Tsai and beauty creator Ava Lee have partnered to launch Mimitime, a collagen-infused konjac jelly brand, exclusively at Target. The debut marks a significant expansion into the supplement and functional beauty space for both creators.
Mimitime launches with four flavors, leveraging the growing consumer demand for beauty-from-within products that combine convenience with aesthetic appeal. Konjac jelly serves as the delivery mechanism, a texture-forward format that blends snackability with functional ingredients. The collagen infusion targets skin health, elasticity, and overall complexion support, capitalizing on the wellness trend that has dominated beauty retail over the past three years.
The partnership between Tsai and Lee represents a convergence of established brand authority and creator influence. Tsai built Cocokind on clean, ingredient-focused skincare; Lee has cultivated a substantial following through beauty content creation. Target's positioning as the retailer suggests a mass-market ambition, moving the product beyond niche wellness spaces into mainstream accessibility.
Collagen-based supplements and gummies have seen explosive growth in the beauty supplement category. Brands like Vital Proteins, Sports Research, and countless smaller players have already saturated this space, making differentiation through format and flavor crucial. Konjac jelly offers textural distinction from standard gummies and powders, potentially appealing to consumers seeking more engaging consumption experiences.
The four-flavor approach suggests product development focused on palatability and repeat purchase behavior. Functional beauty products in jelly format remain relatively novel in American retail, though they have performed well in Asian markets for years.
This launch underscores how beauty creators and skincare entrepreneurs continue expanding into adjacent categories, particularly supplements and ingestibles. The Target exclusivity provides shelf space visibility and mass reach but also suggests negotiated terms