Two beauty industry veterans are betting that a chewy, low-calorie snack will redefine how Americans approach both snacking and skincare. Priscilla Tsai, the founder of Cocokind, and Ava Lee, the influencer behind Glow With Ava, have joined forces to launch Mimitime, a line of collagen-infused konjac jelly snacks rooted in Korean beauty and food culture. The brand's debut marks a significant crossover moment, moving a niche Asian snack into the mainstream U.S. retail landscape with Target as its exclusive retail partner. Main Developments Mimitime will go live on its own e-commerce site on Saturday, with Target stores and target.com following on Aug. 16. The timing is no accident: Tsai noted that most Americans remain unfamiliar with konjac jelly or Korean jelly snacks, making this an opportune moment to introduce the category. "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," she said. The product itself is made from the konjac plant, yielding a low-calorie, fiber-rich snack with a soft, gel-like texture. Four flavors will launch initially—strawberry, peach, grape, and apple—each pouch containing just 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 are priced at $28 on the brand's website. Read also: Why $100B in Tariff Refunds Isn't Reaching Consumers Lee and Tsai spent more than two years developing the product with Korean suppliers, traveling alongside CEO Cindy Lloyd to perfect texture and taste. A deliberate departure from existing konjac products is the use of organic brown sugar instead of sugar alcohols, a choice the founders believe makes the flavor more approachable for American palates while keeping sugar levels low. "We made it in a form that we're hoping people will actually crave and look forward to eating consistently," Lee explained. Background The partnership between Tsai and Lee dates back nearly eight years, when both were building their respective brands—Cocokind and Glow With Ava—after careers in finance. Their shared appreciation for Korean and Asian snacks eventually steered them toward konjac jelly, a staple in Korean convenience stores and a common ingredient in beauty-focused diets. The idea for Mimitime crystallized two years ago, leading to the current launch. Konjac jelly is not entirely new to the U.S. market, but it has largely remained an import specialty item, often found in Asian grocery stores. By contrast, Mimitime is entering mainstream retail with a beauty-forward positioning, placing it squarely in the "beauty ingestibles" category at Target. This places the brand alongside established names like Lemme, which has helped popularize the concept of edible beauty products among American consumers. Why It Matters The launch signals a broader convergence of beauty and wellness, a trend that Target's merchandising team is actively courting. Amanda Nusz, Target's senior vice president of merchandising for essentials and beauty, said in a statement that guests are increasingly seeking innovative beauty products that integrate into daily wellness routines. "As beauty and wellness continue to converge, bringing Mimitime exclusively to Target reflects our commitment to introducing guests to emerging beauty trends," she noted. For the founders, Mimitime is more than a single product line—it's a potential platform. Lee envisions building and defining the functional snack market for the next generation, with konjac jelly and collagen serving as the entry point. "I feel like this is just the beginning," she said. The company projects more than $1 million in sales during its first four-and-a-half months, a figure that underscores the commercial potential of bridging beauty and snacking. What's Next Target has already signaled confidence in the brand's trajectory by committing to more than double Mimitime's retail footprint in January 2027, according to Tsai. That expansion suggests the initial launch is viewed as a test that could quickly scale if consumer response meets expectations. The brand's direct-to-consumer channel will also serve as a proving ground for new products and flavors. As Mimitime rolls out, the founders will be watching how American consumers respond to the texture and taste of konjac jelly—a product that challenges conventional snack expectations. The success of this launch could pave the way for a wider array of functional snacks, potentially reshaping what shoppers find in the beauty aisle. For now, the immediate question is whether the novelty of collagen-infused jelly will translate into repeat purchases and sustained demand.