Rare Beauty, creator engine

Ten creators, one number to protect

A first roster for Rare Beauty: ten creators, seven videos each a week, paid on a cap, judged on cost per 1,000 views against a $1 target.

creators live by week six: 10
creator videos a month at the full roster: 303
weeks from the first creator to the full roster: 5

Violet Faves, three minis, one bag

A creator tests the Violet Faves Mini Cheek & Lip Trio, $34.00, with a blush, a glow and a gloss in one bag, and says which mini she reaches for first.

Illustrative post

Summary

Creator engine summary
Roster	10 creators, two added a week	Creators live by week: 0, 2, 4, 6, 8, 10. Six weeks of ramp. Proposed.
Who	Makeup-native creators, six personas	Blush, lip, brow, fragrance, gift-set and shade-match creators, each tied to a Rare Beauty product.
Production	7 videos per creator per week	303 creator videos a month at 10 creators. Seven a week is Proposed; the monthly total is Calculated.
Pay	Fees $300 to $800, caps $600 to $1,500	Starter, Standard and Premium bands. All Proposed.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only. Cap bonuses run $300, $500 and $700.
Compliance	Claims sheet copied from the site	Creators quote approved lines only. A video that breaks the sheet earns no bonus.
Rule for the category	Makeup: no skin or health promises	Wording stays where the site stops, such as lasting hydration for up to 8 hours on the lip butter.
Goal	$1 per 1,000 views	Proposed target. The simulator starts at $5.74, so closing that gap is the work.
Report	Every Monday	Views, cost per 1,000 views, hooks kept, losers killed early and any claim flagged.
Decision	Approve the first ten creators	One yes from the brand lead starts the six-week ramp. Monthly ceiling: $15,000, Proposed.

Part 1 of 15, continued

The program in numbers

Creators live at full roster: 10; Proposed
Videos per creator per week: 7; Proposed
Creator videos a month: 303; Calculated
Base pay per creator: $1,000; Proposed
Bonus past 100,000 views: $50; Proposed
Bonus at the top cap of the highest band: $700; Calculated
Program cost a month, bonuses included: $10,050; Calculated
Views a month at the assumptions: 1.8M; Calculated
Cost per 1,000 views: $5.74; Calculated
Target cost per 1,000 views: $1; Proposed

Part 2 of 15

History

Former COO of Tabs. I built its creator program to 100M monthly social impressions, and the paid ad engine alongside it. The numbers below come from videos that program produced.

At Tabs I built the creator program to 100M monthly social impressions, with the paid ad engine alongside it. The playbook here is the same: a small paid roster, one variable per test, losers killed early. The category is different, and I have not run makeup before.

monthly social impressions at Tabs: 100M+
views on one reel: 17.7M
views on one video: 8M
views on one video: 6.5M

Part 3 of 15

Why now

10431 Reviews
Reviews counted on one page
One page of rarebeauty.com displays 10431 reviews. That is a lot of customer language for creators to borrow ideas from, without borrowing the words.
Published
5033 REVIEWS
A second page with real depth
Another page shows 5033 reviews. The products customers already talk about are the ones I would brief first.
Published
$50
Free standard shipping line
The site runs "Free Standard Shipping w/ $50 order." A video that shows a bundle can use that order size as a natural reason to buy more than one thing.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, target $1, Proposed. Every creator, hook and format is judged against it. The simulator starts at $5.74 and shows what closes the gap.
One variable per test
Each Rare Beauty hook changes one thing: the first line, the product or the shot. Losers are killed early. Winners go into the hook library.
Capped pay, no open checks
Fees run $300 to $800, caps $600 to $1,500. The ceiling for all 10 creators is $15,000, Proposed. No bonus on a video that broke the sheet.
Claims come from the site
Creators quote lines copied from rarebeauty.com and nothing else. Anything outside the sheet goes to the claims channel before it posts.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

PriyaMon 8:30 AM
This week's brief: Soft Pinch Lip Oil Stick, one hook per video, seven videos. Show the cap coming off and the first swipe. Quote only the claims sheet.
TessaMon 11:15 AM
Can I say the Fruity Pear layering balm lasts all day?
No. The sheet says it lasts up to 12 hours. Say that, or skip the wear claim.
Weekly botAppMon 9:00 AM
Report posted: views by creator, cost per 1,000 views against the $1 target, hooks killed early and hooks moved to the library.
PriyaWed 2:00 PM
Draft sent back. The Hope blush swatch is good, but the skin-benefit line is not on the sheet. Reshoot the hook with "Lightweight, layerable, long-lasting" or cut it.
Weekly botAppFri 4:40 PM
A video passed 100,000 views, organic only. The $50 flat bonus is queued, one per creator per month.
PriyaFri 5:00 PM
Check before weekend posts: claims sheet attached, makeup rule read, paid-partnership label on. Reply once your drafts follow it.

The messages illustrate the working channel, with invented people: briefs go out on Monday, claims questions get an answer the same day, and nothing posts without the check.

Part 5 of 15

Formats

Brief 01
Hope, one dot
“One dot of Hope, blended before I finish talking.”
Close-up, bare cheek, one dot of Soft Pinch Liquid Blush in Hope, blend with fingers, daylight, no filter.
Brief 02
Cap off, Wish
“Watch the cap come off on Wish.”
Top-down on the Soft Pinch Lip Oil Stick in Wish, cap off, one swipe, then a mirror check at arm's length.
Brief 03
Brow lift test
“Brows up, hairs in place. Let me test it.”
Front camera, brush brows with the Jumbo Brow Harmony gel, then a recheck later in the day, on camera.
Brief 04
Layer the balm
“Balm first, perfume second. Here is the stack.”
Sweet Marshmallow balm on the wrist, then Rare Beginnings Eau de Parfum over it. End on the bottle.
Brief 05
First spritz
“First spritz of Rare Beginnings, honest take.”
Hold the bottle, one spritz, say the first note you notice in your own words. No claims, no health talk.

Every product line in a video comes off the claims sheet word for word, for example “airy, breathable formulas that are easy to apply, blend and build”, “Lightweight, layerable, long-lasting”, “12-hour waterproof, sweat-resistant hold that’s never sticky or crunchy”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Makeup-first short video
Creators who already post blush, lip and brow routines. I search by product line names: Soft Pinch, Kind Words, Positive Light.
Creators using the products
People who already use Soft Pinch Liquid Blush or the lip oil stick in their own posts. I read the posts first, then write.
Affiliate or ambassador page
I did not find an affiliate or ambassador page on rarebeauty.com. This roster starts as direct outreach with a short brief.
Fragrance and body niche
Creators who review scents and body care: Rare Beginnings, the Fragrance Layering Balms and Find Comfort Body & Hair Fragrance Mist.

Five filters, fewer each step

1Makeup on camera
At least one recent video where the creator applies product, not just holds it.
2Hook that lands
The opening line earns the next second. I check the last ten posts for it.
3Organic reach holds
Median views hold up without paid promotion, so the bonus is earned honestly.
4Clean claims history
No health or before-and-after promises in recent makeup posts.
5Reads a brief
Answers a test brief with a draft hook within a day, not a pitch.

Part 7 of 15

Who

Blush minimalist
Skips the full face and wants one dot of color that blends fast.
Likely product: Soft Pinch Liquid Blush
Lip layer person
Liner plus gloss or oil. Shows the finish and the wear in daylight.
Likely product: Mauve Faves Lip Duo
Brow routine fan
Fast morning brows. Tests the hold across a full day, on camera.
Likely product: Jumbo Brow Harmony Flexible Lifting Gel
Fragrance layerer
Stacks scents and explains the layering in plain words.
Likely product: Fragrance Layering Balm – Sweet Marshmallow
Gift set shopper
Compares a set against single products and shows what is in the box.
Likely product: Hope Faves 4 Piece Set
Shade matcher
Walks viewers through finding a shade and stays honest about the match.
Likely product: True to Myself Natural Matte Longwear Foundation

Left off, every time

Always out: creators with a skin-treatment or health angle, anyone who has promised results the site does not state, accounts with bought views, and anyone who will not use the claims sheet. Makeup rule: no skin, medical or before-and-after promises.

Part 8 of 15

Twenty first

Everyday blush minimalist who films one-dot swatches
Lip-liner-and-gloss storyteller who shows daytime wear
Brow-routine creator with a quick morning format
Fragrance reviewer who explains scents in plain words
Layering-balm creator who stacks scents on camera
Gift-set unboxer who lists exactly what is in the box
Shade-finder guide who matches foundation on camera
Travel makeup bag creator who films mini sizes
Get-ready-with-me creator with a steady posting rhythm
Cheek-and-luminizer creator who films on-the-go touch-ups
Beginner makeup teacher who keeps the routine short
Mature-skin makeup creator who shows blending honestly
Mascara and liner tester who films wear across a full day
Body-care creator for the Find Comfort line
Hair-and-body mist creator who describes scent notes
Bronzer and brush demonstrator for the Warm Wishes line
Sponge and brush tools creator who shows technique
Budget-minded bundle shopper who compares sets
Deep-shade makeup creator who swatches in daylight
Fair-shade makeup creator who swatches in daylight

Part 9 of 15

Claims

Approved, word for word

Quoted exactly as the brand publishes it.

“airy, breathable formulas that are easy to apply, blend and build”
Blush, lip and base videos where the formula feel is the point.
“Lightweight, layerable, long-lasting”
Soft Pinch Liquid Blush videos.
“sold every four seconds”
Soft Pinch bestseller videos, quoted as the brand's wording.
“12-hour waterproof, sweat-resistant hold that’s never sticky or crunchy”
Jumbo Brow Harmony Flexible Lifting Gel videos.
“lasts up to 12 hours”
Fragrance Layering Balm videos, Sweet Marshmallow and Fruity Pear.
“Vegan & Cruelty Free Makeup”
Intro lines, quoted from the site title.
“Free Standard Shipping w/ $50 order.”
Bundle and set videos with a link to the product page.

Never said

Each one with the reason it stays out.

Never say it will make skin look younger
A skin outcome the site never states.
Never say the balm lasts all day and all night
A wear time longer than the site states.
Never say it beats a named competitor
A comparison with no support on the site.
Never say it is dermatologist tested
A testing claim the site does not make.
Never say the scent will calm your mood
A health outcome, which makeup and fragrance content may not promise.
Never say it is the number one blush in the world
A ranking claim with no source.
Never say Selena Gomez personally recommended your video
An endorsement the creator cannot support.

To confirm with the brand

Held until someone on the brand side signs off.

Vegan and cruelty free wording on each product page
The site title says it, but I have not seen the wording per product. The brand lead confirms before creators repeat it.
The free brush with the Soft Pinch Lip & Cheek Edit
The page calls it a limited bundle. The brand lead confirms it is still on before any video mentions it.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
For a first-time creator with a steady makeup feed and a short, clean test of the brief.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For a creator who already ships hooks that work on a product like Soft Pinch Liquid Blush.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For a creator with real organic reach who can run a full week of all five formats.
Bonus at the cap: $700

Under 100,000 views
$0
The base pay covers the work.
100,000 views
+$50 flat
Whatever the band.
1,000,000 views
Top-up to your cap
Bonus = band cap − base pay.

One bonus per creator per month: the $50 flat bonus pays once, however many videos pass 100,000 views.
Per video: the bonus attaches to one video that passes 100,000 views, never to posts added together.
Organic views only: paid boosts and reposts do not count toward 100,000.
No bonus on a video that broke the claims sheet or the makeup category rule, even past 100,000 views.

Starter: $600 cap − $300 fee = $300 bonus; Standard: $1,000 cap − $500 fee = $500 bonus; Premium: $1,500 cap − $800 fee = $700 bonus.

The bonus pays for reach after the work is done, never instead of it. One bonus per creator per calendar month keeps it an incentive and keeps the program cost predictable.

Part 11 of 15

Simulator

At the start inputs, cost is $5.74 per 1,000 views against a $1 target. To close it, 4.2% of videos go viral or the median video reaches 21,711 views. Both are Assumptions you can move.

Program facts

Rare Beauty creator engine, per month

Monthly cost: $10,050
Base pay: $10,000
Est. bonuses: $50
Videos / month: 303
Est. views / month: 1.8M
Cost per 1,000 views: $5.74

Above the $1 target at these inputs.

To hit $1, the roster needs about 10.1M views a month. That means about 4.2% of videos going viral, or a median near 22K views per video. That is why the day-90 gate exists: keep the accounts that clear it, replace the rest.

Proposed, not measured. Views = videos × median, breakouts at 10× the median, viral at 750K. Bonus: +$50 for a viral video, one per creator per month.

Part 11 of 15, continued

What moves the result

Cost per 1,000 views by median views per video
If the median is	Views / month	Monthly cost	Cost / 1K	Hits target
750	1.4M	$10,050	$6.96	No
1,500	1.8M	$10,050	$5.74	No
3,000	2.4M	$10,050	$4.24	No

Cost per 1,000 views by share of viral videos
If the viral share is	Views / month	Monthly cost	Cost / 1K	Hits target
0.3%	1.2M	$10,000	$8.44	No
0.5%	1.8M	$10,050	$5.74	No
1%	2.9M	$10,150	$3.52	No

The math. Videos a month = 10 creators × 7 a week × 52 ÷ 12 = 303. Views per video = (1 − 4% − 0.5%) × 1,500 + 4% × 10 × 1,500 + 0.5% × 750,000 = 5,782.5; 303 videos × 5,782.5 = 1.8M views a month. Cost = 10 × $1,000 = $10,000 base + 1 bonus × $50 = $10,050. Cost per 1,000 views = $10,050 ÷ 1.8M × 1,000 = $5.74 against a $1.00 target. To hit the target, either 4.2% of videos go viral or the median video reaches 21,711 views, other inputs held.

Move the sliders and the label recalculates. The result is only as good as the guesses behind it, so the median views, the share of breakouts and the share of viral videos are marked as Assumptions until the first month of posts replaces them.

Part 12 of 15

Phases

Creators live by week (proposed): 0, 2, 4, 6, 8, 10

0Wk 1
2Wk 2
4Wk 3
6Wk 4
8Wk 5
10Wk 6

Creator ramp by week
Item	Wk 1	Wk 2	Wk 3	Wk 4	Wk 5	Wk 6
Creators live	0	2	4	6	8	10
Videos a week	0	14	28	42	56	70
Base pay a month	$0	$2,000	$4,000	$6,000	$8,000	$10,000

Warm-up
Brief and sheet
Claims sheet signed off, first brief written for Soft Pinch Liquid Blush, outreach to the first two creators. Two creators a week, Proposed.
Month one
Ramp to the full roster
Two creators a week up to 10 over six weeks. Seven videos each a week. One variable per test, losers killed early.
Month two
Full roster, first read
10 creators, 303 videos a month. Cost per 1,000 views is checked against the $1 target and creators move between bands on results.
Month three
Winners go to paid
Winning hooks go into the hook library and into paid with the creator's agreement. The $50 flat bonus pays on organic views only.
Day ninety
Keep, resize or stop
Decision on cost per 1,000 views against the $1 target and on which of the five formats carried the result.
Monthly ceiling
The most this can cost
All 10 creators at the top cap is $15,000, Proposed, bonuses excluded. Base cost at the simulator's inputs is $10,000.

$15,000 Monthly ceiling, all 10 creators at the top cap, bonuses excluded Proposed

The roster grows by two creators a week, so hook performance can be read week over week instead of by anecdote.

Part 13 of 15

Report

Every Monday: views by creator, cost per 1,000 views against the $1 target, hooks kept, hooks killed and any claim flagged on the sheet.

Creator engine, last 4 weeks

Target $1 per 1,000 organic views Illustrative

Creators reporting: 5
Posts last week: 32
Avg cost per 1,000 views: $8.94
Bonuses owed: $0
Keep / Watch / Replace: 1 / 1 / 3

Per-creator results, last four weeks, sorted by cost per 1,000 views
Creator	Band	Format	Posts	Median	Best	Cost / 1K	Bonus	Flags	Call
Creator A	Starter	Hope, one dot	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Cap off, Wish	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Brow lift test	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Layer the balm	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	First spritz	7	1.2K	11K	$10.59	$0	Release missing	Replace
All creators	not applicable	not applicable	32	1.5K	54K	$8.94	$0	not applicable	not applicable

Illustrative rows with invented creators, coherent with the pay bands above. Keep means the cost per 1,000 views is at or under the program average, Watch is up to half again over it, and Replace is anything higher.

Part 14 of 15

Exit

From organic to paid

Organic first
Every video posts organic on the creator's feed. Views are counted before any spend.
Pick the winners
Videos past 100,000 views, or beating the $1 target, go on a short list with the hook and the product.
Ask for rights
The creator agrees to the brand using the video in ads. Terms are written down before the video moves.
Test in paid
One variable per test: the winning video against another hook for the same product. Losers killed early.

From the video to the checkout

Soft Pinch Liquid Blush videos link to the product page, where the Add to Bag button sits.
Bundle videos, like the Warm Wishes Powder Bronzer & Brush Duo, point to the bundle page, which the site says is exclusive to RareBeauty.com.
Set and bundle videos can use the free standard shipping line on a $50 order.
Foundation videos send viewers to the shade finder, which the site describes as four simple steps.

Part 15 of 15

Want to see the first briefs?

Grab a time here

Reviews counted on one page

A second page with real depth

Free standard shipping line

One number to protect

One variable per test

Capped pay, no open checks

Claims come from the site

Hope, one dot

Cap off, Wish

Brow lift test

Layer the balm

First spritz

Four sources in

Five filters, fewer each step

Blush minimalist

Lip layer person

Brow routine fan

Fragrance layerer

Gift set shopper

Shade matcher

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Brief and sheet

Ramp to the full roster

Full roster, first read

Winners go to paid

Keep, resize or stop

The most this can cost

From organic to paid

From the video to the checkout

Makeup rules for every creator

No skin outcomes

Quote the sheet

Lip and body wording

Disclose the deal

Shade honesty

Scent is taste

Want to see the first briefs?