Priscilla Tsai founded Cocokind in late 2014 after struggling with hormonal acne and finding prescription treatments ineffective. The brand prioritized all-natural, superfood-based formulations and affordable price points, averaging $15–$22 per full-size product. Tsai leveraged one-on-one retail demos at Whole Foods and direct Instagram engagement, answering questions and teaching customers product use. Cocokind positioned itself as accessible, conscious, and community-first amid an influencer-dominated beauty era, filling a market white space. The company invested sustained time and care into community relationships and adapted its approach over time as the beauty landscape and social platforms evolved.
"This idea of truly selling one to one, it really was our beginnings," she said during an interview for this article. "And then when Instagram started to pick up for us, where we were starting to build a community-it was because I would literally have conversations with anybody in the DMs, anybody in the comments. I'd be asking them questions, making sure they knew how to use the products, talk to them. They were asking about ingredients, I would do the full debrief, I was really having one-on-one conversations."
"There've been no shortcuts," she said. "I've just been in it for a long time. We've invested a lot of time and care into our community."
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