Mimitime launches collagen konjac jelly exclusively at Target

USA – Mimitime, a Korean collagen-infused konjac jelly snack brand, has officially launched in the United States through an exclusive partnership with Target.

The debut signals the retailer’s growing commitment to “beauty-from-within” offerings as consumer demand for wellness-driven beauty solutions continues to rise.

The launch includes four flavours, including strawberry, peach, grape, and apple, designed to appeal to a wide range of taste preferences while delivering consistent functional benefits.

Each Mimitime pouch delivers 1,500 mg of marine collagen, selected by the founders for its superior bioavailability compared to other collagen sources, and is formulated to support skin hydration, firmness, and elasticity with consistent consumption. 

The snack contains just 30 calories and three grams of sugar per serving, with no sugar alcohols, a deliberate formulation choice to avoid the lingering aftertaste common in many Asian konjac products while maintaining a low-calorie profile appealing to health-conscious U.S. consumers. 

Instead of sugar alcohols, Mimitime uses organic brown sugar to create a more approachable flavor profile tailored to American palates.

Mimitime was co-founded by Priscilla Tsai, founder of clean beauty brand Cocokind, and beauty creator Ava Lee (known online as Glow With Ava), who together identified a gap in the U.S. market for authentic Korean-style konjac jelly snacks enhanced with functional beauty benefits. 

The product was developed over two years in collaboration with Korean suppliers to perfect its texture, flavor, and functional efficacy, drawing on the founders’ personal obsession with the format popular in Korean convenience stores. 

“It’s a product obsession that we had that does not really exist here [in the US], in the capacity that we think it could be,” Tsai told Women’s Wear Daily, noting that most Americans are unfamiliar with konjac jelly but that timing was ideal for introduction.

Meanwhile, Target has committed to more than doubling Mimitime’s retail footprint by January 2027, underscoring the retailer’s confidence in the brand and the broader beauty-snacking category. 

Mimitime enters a U.S. market where konjac jelly remains largely unknown despite its entrenched presence in Asian snacking culture, positioning itself as both a novel treat and a functional beauty supplement. 

The founders project over USD 1 million in sales within the first four-and-a-half months of availability, reflecting strong early consumer interest and retail support. 

Looking beyond konjac jelly, Lee and Tsai envision Mimitime as the entry point to a broader functional-snacking portfolio aimed at defining the next generation of beauty-focused consumables. 

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