Why This Beauty Founder Stopped Spending On Influencers with Priscilla Tsai

The beauty industry spent $32 billion on influencer marketing in 2025 and 80% of brands increased their influencer spend last year. Priscilla Tsai, the founder of Coco Kind, went the other direction. In this week's Mirror Mirror, I sit down with Priscilla Tsai— who's been building Coco Kind for 11 years — to talk about the unconventional moves that have actually worked. We get into why she stopped spending on traditional influencer campaigns, why she replaced influencer trips with customer brand trips (eight superfans, not eight creators), what "ultra-transparency" looks like when you publicly break down what every product actually costs to make, and why she'd rather have a thousand obsessed customers than a million who sort of like the brand. → Have a beauty question you want me to tackle on the next Inbox? DM @mirrormirrorwithamy on Instagram → Subscribe so you don't miss next week's full Mirror Mirror episode. ABOUT MIRROR MIRROR Mirror Mirror is a podcast that cuts through the noise and uncovers the science shaping beauty and the psychology driving our desire for it. Hosted by Amy Chang — LA Times contributing writer, Marie Claire 2024 Power Player, and a trusted authority in beauty, with over 2.4 million followers who turn to her for insights on cutting-edge treatments and science-backed skincare. Expect unfiltered conversations, expert insight, and the freedom to love your lipstick — while still questioning what perfection means. LISTEN ANYWHERE Apple Podcasts: https://podcasts.apple.com/bh/podcast/mirror-mirror-with-amy-chang/id1876357199 Spotify: https://open.spotify.com/show/3NcpTY7ObN43ugrGsZtxgl?si=dbeb2c865aec4b21 Instagram: @mirrormirrorwithamy #beautymyths #skincare #aesthetics