Beauty creator launches collagen snack brand Mimitime
The beauty world is undergoing a fascinating evolution, moving beyond topical creams and serums into a realm where wellness and snacking meet sophisticated aesthetics. At the forefront of this shift is a brand that is proving that beauty can be delightfully functional: Mimitime.
Co-founders Priscilla Tsai, founder of Cocokind, and beauty creator Ava Lee have launched Mimitime, a revolutionary line of collagen-infused konjac jelly. This venture successfully brings the highly successful Korean functional snack format into the vibrant US beauty and wellness market, positioning it perfectly at the intersection of ingestible beauty and functional snacking.
Mimitime is more than just a treat; it is a carefully engineered product. Developed over two years in collaboration with specialized Korean suppliers, each pouch is packed with 1,500mg of marine collagen. The secret lies in the unique combination of konjac jelly and potent collagen, offering consumers an easy, enjoyable way to incorporate essential beauty nutrients into their daily routine.
The founders, working alongside CEO Cindy Lloyd, recognized a significant gap in the market—an opportunity to introduce a format already thriving in Asian markets to American consumers. This insight tapped into the broader trend where beauty entrepreneurs are increasingly looking beyond traditional topical products for growth, favoring products that deliver results from within.
The strategy for Mimitime is firmly rooted in retail success. The brand is launching with four delightful flavors and is slated to be positioned within Target’s beauty ingestibles category. This retail alignment is significant, as Target has already committed to more than doubling Mimitime’s footprint in January 2027.
The market response has been swift. Mimitime expects to generate over US$1 million in sales during its initial four-and-a-half months, signaling strong consumer demand for functional beauty snacks.
Looking ahead, the vision for Mimitime extends far beyond collagen and konjac jelly. The founders intend to expand the brand into a broader functional-snacking platform, promising a continuous evolution of how beauty is consumed. Mimitime isn’t just a snack; it’s a powerful example of how K-beauty concepts and the wellness movement are seamlessly converging to redefine the future of beauty.
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