Cocokind Founder and Ava Lee Launch Mimitime Collagen Snacks at Target

Priscilla Tsai and Ava Lee are bringing a staple of Korean beauty and snacking culture to the U.S. mass market, tapping into broader momentum as retailers expand their K-beauty retail offerings to meet rising consumer interest.

The Cocokind founder and the beauty creator behind Glow With Ava have partnered 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 retail rollout across 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, with each pouch containing 30 calories, 3 grams of sugar, and 1,500 milligrams of marine collagen selected for its bioavailability. Individual pouches will retail for $2.99 at Target, while 10-packs will sell for $28 on mimitime.com.

Lee and Tsai met nearly eight years ago while building Glow With Ava and skincare brand Cocokind, respectively, after both worked in finance. Their shared interest in Korean and Asian snacks led them to konjac jelly, and two years ago they began developing Mimitime alongside 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—aligning with a wider surge in consumer demand for collagen products across ingestible wellness categories.

Lee and Tsai spent over two years developing Mimitime with Korean suppliers, traveling with Lloyd to refine the product’s texture and flavor profiles. The jelly uses organic brown sugar rather than the sugar alcohols common in existing konjac products, a formulation choice the founders say creates a more approachable flavor for American consumers while maintaining a low sugar content.

At Target, Mimitime will be merchandised within the beauty ingestibles section alongside brands like Lemme. Tsai said Target has already committed to more than doubling Mimitime’s retail 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 for essentials and beauty at Target. “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 projects sales to exceed $1 million during its first four and a half months in the market. Longer term, Lee and Tsai view konjac jelly as the entry point into a broader functional food and nutricosmetics 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.”