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From redefining “clean beauty” to reinventing what a founder’s morning routine actually looks like (hint: it includes garage workouts and school drop-off mayhem), Priscilla Tsai is the kind of industry voice we never get tired of listening to. As the founder of cocokind—a brand that’s built major trust for being radically transparent, refreshingly affordable, and quietly ahead of the curve—Priscilla has never played by traditional beauty rules.
We sat down with her to talk skincare myths, ingredient sourcing, the $20 cream that’s quietly become a cult favorite, and why she’s saying no to fluffy marketing—and yes to celery extract. Oh, and if you’ve ever wondered what a beauty founder swears by in her supplement cabinet? We’ve got that too.
Living Well with Priscilla Tsai, Founder and CEO of cocokind
How do you personally define ‘clean beauty’ now—and how has your definition changed since launching Cocokind? The term “clean beauty” is so broad and means different things depending on who you ask. Early on, I thought it meant avoiding a long list of ingredients. But over time I realized that fixating on what isn’t in a formula doesn’t guarantee that what’s in it is actually effective or good for your skin.
At cocokind, we try to avoid fluffy marketing terms that can be confusing to consumers. Instead, we focus on showing the work like our formula facts and sustainability facts on our boxes. It also means developing high-performing formulas that are clinically tested for sensitive skin, using ingredients backed by science, and taking into account our supply chain and environmental impact.
We like to be super transparent about how and why we formulate the way we do. At the end of the day it’s about building long term trust with our community, not just checking a box.
What does your morning routine look like these days—any small practices that set the tone for how you show up as a founder and human? I wake up between 5 and 5:30 every day. I make myself coffee, look at some emails, and review my calendar for the day. I love being an early bird and having this quiet, alone time every day to get centered. Then, I do a quick work out at 6 in my garage. At 7, my kids wake up so it’s absolute mayhem getting them ready and out the door for school!
We love a peek into someone’s supplement cabinet—what do you swear by? I’m currently taking a Garden of Life prenatal, Nordic Naturals fish oil, Pure magnesium glycinate, and vitamin D.
What skincare myths do you wish more people would let go of for good? That more is always better! Overloading your routine with too-strong actives or using harsh formulas can actually do more harm than good, especially for sensitive or reactive skin.
Also that great skincare has to be expensive. Efficacy isn’t about how pricey a product is, but about how it’s formulated. You can absolutely get the results you want without overdoing it or overspending.
What’s been your proudest “no”—a moment you turned down something that didn’t align with your integrity, even if it looked good on paper? Early on, someone told me that our pricing philosophy was “no man’s land.” She said that I could easily charge double our prices, and that consumers wouldn’t believe that the product was high quality at our $15-$25 price points. I’m so glad I ignored this advice!
Do you feel like the beauty industry is evolving fast enough when it comes to cultural representation—or does it still feel like a box-checking exercise sometimes? There’s been great progress, but there’s always more work to do. We are committed to representing the real people in our community – from bringing them on brand trips, celebrating them on our socials, and casting them in our campaigns. Personally, being able to honor my own heritage and create a safe space for others to do the same has been really meaningful!
Your formulas often highlight ingredients we don’t always see in the mainstream: celery, sea grape caviar extract, sake. How do you decide which active ingredients make the cut—and how do you marry innovation with gentleness? Every active we use is backed by research and clinically tested. We formulate them in a way that can be used without compromising sensitive skin. We believe in “a little bit often”, which means using sometimes stronger actives but at a lower % to still get great results!
If you could only bring three Cocokind products to a desert island (or just into your carry-on), which ones would make the cut and why? I’m definitely packing Ceramide Lip Blur Balm (our latest launch!) because I can’t go anywhere without it. It has the best hydrating, cushiony feel that isn’t sticky. I’d also bring Ceramide Barrier Serum and Electrolyte Water Cream, both help calm stressed skin and give lightweight hydration which is a must for me in hot, humid weather!
If someone could only try one product to understand Cocokind’s soul, which would it be and why? Definitely our Electrolyte Water Cream. We’re so proud of the formula that we created for its $20 price point (water creams usually cost a lot more!). It works for all skin types, especially if you’re breakout-prone. It’s just one of those products that really does it all…breathable hydration, helps with redness, and has a super light texture that’s perfect for every day.
What’s one wellness practice you’re currently obsessed with? My husband and I had a resolution this year of doing way less ordering of takeout and way more cooking. All the home cooked food has made a huge difference in how I feel every day!
Is there a book or podcast currently on your rotation that’s inspiring the way you think about life, business, or beauty? Glossangeles is still the best beauty podcast around town! Sara and Kirbie couldn’t be more witty, smart, curious, and fun to follow along.
If you could only pass on one advice to the next generation of women entering beauty and wellness—what would it be? Be unique and you! This industry is so competitive, the only way to stand out is to lean into your authentic self.
