Function of Beauty, creator engine

Ten creators for custom hair care

A first roster for Function of Beauty: creators who show a custom formula from first wash to last, paid by the video with firm caps.

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

Wash day with my custom formula

A creator takes the Hair Quiz, shows the Custom Shampoo in the shower and describes how her hair feels, in her own words.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators, two added each week	Ramp from 0 to 10 creators: two creators a week up to 10, over six weeks.
Who	Creators for curly, wavy, straight and coily hair	Each fits one product, from Coily Hair Shampoo to SOS Custom Repair Hair Mask.
Production	7 videos per creator per week	That is 303 creator videos a month at 10 creators.
Pay	Base pay $300 to $800, caps $600 to $1,500	Starter, Standard and Premium bands. Monthly ceiling is $15,000 with all 10 at the top cap, bonuses excluded.
Bonus	$50 flat past 100,000 views	One per creator per month, organic views only. Bonus at the cap: $300, $500, $700.
Compliance	A claims sheet copied from your own lines	Creators quote lines like Dermatologist Tested and 100% Vegan exactly as written.
Category rule	No hair-growth or medical promises	Hair and body care wording stays inside the brand's own lines; results are the creator's own.
Goal	$1 per 1,000 views	My target. The simulator starts at $5.74 against it and shows what would close the gap.
Report	Every Monday, creator by creator	Daily CAC. Weekly what we learned. Monthly cohort payback.
Decision	Approve the claims sheet and the first two creators	Your call before week one: the pay bands, the sheet and who goes live first.

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 the creator program and the paid ad engine ran side by side, and I'd run the same playbook for Function of Beauty. The category is different: custom hair care, and I have not run it. I'd learn your formulas and your claims from your team before the first creator posts.

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

25%
National Hair Month offer
The home page runs 25% off sitewide through October 23. A creator video has a clear reason to point at the shop right now.
Published
$75
Free shipping threshold
Free shipping on orders over $75, and subscriptions always ship free. Creators can build a routine that lands above that line.
Published
20%
Welcome offer on a first subscription
20% off your first subscription order through Function with Benefits gives every video one simple call to action.
Published
7 day
An affiliate cookie is already described
The site text describes a 7 day cookie that credits orders placed within 7 days of the click. I'd start from that program, not from zero.
Published

Part 4 of 15

Principles

One number to protect: $1 per 1,000 views
The target is $1 per 1,000 views. The simulator starts at $5.74, so every format has to earn its place against that gap.
Seven videos per creator per week
Volume feeds the hook library. Seven videos a week each, 303 a month at 10 creators, and losers are killed early.
One variable per test
Same creator, same Coily Hair Shampoo, two hooks. The winning hook moves to the next creator; the format stays fixed.
One workspace, not an email chain
Briefs, claim questions, drafts and reports live in one set of channels, so the brand lead sees every video before it posts and every claim answer sits in one place.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MartaMon 8:30 AM
This week's brief: Coily Hair Shampoo, 11 oz, $9.99. Show the wash from dry hair to rinse. Hook options are in the library. Seven videos, one hook change per batch.
Weekly reportAppMon 9:00 AM
Last week: videos posted, hook and format per creator, views, and cost per 1,000 views against the $1 target. Two hooks flagged to retire.
JadeMon 11:15 AM
Can I say it reduces frizz by 70% on camera?
Yes, that line is on the claims sheet exactly as written: Reduce frizz by 70%. Say it as the brand's line, then tell us what your own hair did.
MartaTue 2:40 PM
Draft sent back. One line promises lasting repair, and that is not on the claims sheet. Re-record it with Dermatologist Tested, or cut the line.
NoorThu 4:05 PM
My Super Shape Curl Cream for Curly Hair video just passed 100,000 views, all organic.
Great. That earns the $50 flat bonus, one per creator per month. We'll test the same hook with two more creators.
Claims checkAppFri 10:00 AM
All drafts this week match the claims sheet. One draft held for review: price shown on screen does not match the product page.

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
Quiz to formula
“I took the Hair Quiz and this is the formula I got”
Screen-record the quiz, then unbox the Custom Shampoo at $29.00. Natural light, one take, no cuts.
Brief 02
Heat-day repair
“My hair after heat styling, then one SOS wash”
Same light before and after. SOS Custom Repair Shampoo at $32.00: show the bottle, then the wash.
Brief 03
Conditioner close-up
“Wash day, but I only changed the conditioner”
Hold SOS Custom Repair Conditioner, $32.00, to camera, then comb through wet hair. Claims on screen only from the sheet.
Brief 04
Mask reset
“Sunday reset: the mask I use on my ends”
Apply SOS Custom Repair Hair Mask, $38.00, in the mirror. Time-lapse of the wait, rinse, then a touch test.
Brief 05
Shower to skin
“Custom body lotion, picked for my skin, not my hair”
Show picking the moisture level, then Custom Body Lotion, $36.00, on arms after the shower. Close-up, soft light.

Every product line in a video comes off the claims sheet word for word, for example “Reduce frizz by 70%”, “Improve detangling by 75%”, “Dermatologist Tested”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

The affiliate program
The site text describes a 7 day cookie that credits orders within 7 days of the click, which points to an existing affiliate program. I'd ask the brand how it works first.
People who already use the line
Members of Function with Benefits, the subscription program, and customers who already post their routines with the line.
Hair-type niches
Creators who post wash days for one hair type, curly, wavy, straight or coily, matched to the shop by hair type.
Repair and color-care creators
Creators with highlighted or heat-styled hair, the people behind the Highlights and Heat Styling results of SOS Custom Repair.

Five filters, fewer each step

1Hair type fit
Their hair matches one shop-by-hair-type line: curly, wavy, straight or coily.
2Camera test
Two sample wash-day videos before anyone is paid; we check light, sound and the first three seconds.
3Claims discipline
They quote the claims sheet as written and ask in #claims when unsure.
4Clean record
Past posts make no medical or hair-growth promises about any product.
5Steady cadence
They can post seven videos a week through the first weeks of the ramp.

Part 7 of 15

Who we pick

Curl routine creator
Posts curl days and twist-outs; shows definition and frizz through the day.
Likely product: Super Shape Curl Cream for Curly Hair
Coily wash-day creator
Walks a full wash day for 4A, 4B and 4C hair, step by step, with moisture as the thread.
Likely product: Coily Hair Shampoo
Wavy low-effort creator
Quick routines, air-dry waves and easy mornings, with a styling step.
Likely product: Wavy Hair Zero Gravity Styling Mousse
Color and heat creator
Highlighted or heat-styled hair, with a repair routine after the salon.
Likely product: SOS Custom Repair Hair Mask
Straight-hair shine creator
Straight hair, smooth finish, a short weekly mask routine.
Likely product: Straight Hair Mask
Shower-to-skin creator
Shower routines that move from hair to skin in one video.
Likely product: Custom Body Lotion

Left off, every time

Always left out: creators who promise hair growth, treatment of scalp conditions or any medical result; anyone who compares the line to a named competitor; accounts with bought followers; and anyone who will not label a paid post as paid.

Part 8 of 15

First twenty

Curly creators with a defined wash-and-go routine
Coily creators who post full wash-day routines
Wavy creators who post air-dry mornings
Straight-hair creators who talk about shine
Highlighted-hair creators with a repair routine
Heat-styling creators who show their tools
Salon-day creators who post before the appointment
Curl-pattern educators who explain hair types in plain words
Hair Quiz reaction creators who film their results live
Refill and subscription routine creators
Gift-routine creators who build sets for friends
Travel creators who pack a hair routine in a carry-on
Gym and swim creators who post post-workout washes
Shower-routine creators who include body wash and lotion
Purple-shampoo creators who show a color-care routine
Budget-routine creators who compare routines by price
Mini-haul creators who unbox a custom order
Recyclable-packaging creators in sustainable living
Vegan and cruelty-free beauty creators
Short-form educators who read the label out loud

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“100% Vegan”
Any wash-day or shower video, said as the brand's own line.
“Dermatologist Tested”
Quiz and unboxing videos, with no claim of recommendation attached.
“sulfate - free”
Shampoo and conditioner videos, read straight from the label.
“cruelty - free”
Any format that shows the bottle or the packaging.
“Reduce frizz by 70%”
Curl and heat-day videos, quoted as the brand's own line.
“Improve detangling by 75%”
Conditioner close-ups, quoted as the brand's own line.
“2x stronger hair 90% less breakage”
Only with the brand's note: complete SOS system versus untreated hair, instant and 4 weeks results.

Never said

Each one with the reason it stays out.

Never say it grows hair back
A hair-growth promise the brand does not make.
Never say it treats scalp conditions
A medical promise; creators talk about how hair looks and feels.
Never say it beats a named competitor
A comparison the brand has not approved.
Never say dermatologists recommend it
The line says tested, which is not an endorsement.
Never say the whole line cuts breakage by 90%
A study figure that covers one system against untreated hair, not every product.
Never say every order ships free
Shipping terms depend on order size, subscription status and destination.

To confirm with the brand

Held until someone on the brand side signs off.

The naturally-derived wording with its ISO standard number
Two standard numbers appear in the crawl; the brand confirms the current one before a creator says it.
heat protection (up to 450°F)
A temperature claim tied to specific products; the brand confirms which ones.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
Starter: new creators proving the hook library before they move up.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: creators who post steadily and clear the claims check every week.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: top performers whose hooks others copy and who carry a full product line.
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, however many videos pass 100,000 views.
The bonus is per video: $50 flat once a single video passes 100,000 views.
Organic views only; paid boosts do not count toward the bonus.
No bonus on a video that broke the claims sheet or the category rule.

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

Read it this way: 303 videos reach 1.8M views a month for $10,050, or $5.74 per 1,000 views against $1.00. It gets there if 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

Function of 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
Sheet and library first
Before week one: claims sheet agreed, hook library drafted, first two creators briefed on Coily Hair Shampoo and Custom Shampoo.
Month 1
Creators go live
Two creators a week up to 10 over six weeks, seven videos each per week. Losers killed early, one variable per test.
Month 2
Full roster
All 10 creators posting. Higher pay bands open to those who clear the claims check; the best hooks move to the next creator.
Month 3
Winners get paid tests
Winning formats from SOS Custom Repair go into paid tests, and the $50 bonus rewards videos past 100,000 views.
Day 90
Keep, cut or move up
Read cost per 1,000 views against the $1 target. Keep, cut or move creators between bands, with the numbers on the table.
Ceiling
Monthly ceiling
All 10 creators at the top cap, bonuses excluded, comes to $15,000. That is the most this roster costs in creator pay.

$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: videos posted, hook and format per creator, views, cost per 1,000 views against the $1 target, and the claims check result.

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	Quiz to formula	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Heat-day repair	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Conditioner close-up	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Mask reset	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Shower to skin	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 to paid

From organic to paid

Spot the winner
A video past 100,000 organic views is flagged in the Monday report.
Clear the rights
Ask the creator for permission to run it as an ad, and get the brand's sign-off on the claims.
Test in paid
Run it with one variable changed per test, such as the hook or the cut.
Scale or kill
Winners get more budget; losers are killed early.

From the video to the checkout

Curl and coily videos end on the Shop Your Hair Type page.
Quiz-format videos end on TAKE THE QUIZ.
First-order videos point to 20% off your first subscription order.
Gifting videos point to the Gift Card at $50.00.
Videos for in-person buyers show the Store Locator.

Part 15 of 15

Category rules

Rules for hair and body care

Creators talk about products people put on their hair and skin. The claims sheet is the ceiling, and the creator's own experience is the only thing allowed beyond it.

Brand lines only
Quote only the lines on the claims sheet, like Reduce frizz by 70%. Anything else is your own experience, said as your own.
No medical promises
Never describe a scalp or skin condition as treated. Talk about how hair looks and feels, in your words.
Results are personal
Say your result is yours. The brand notes that each formula is tailored to the hair goals the customer selects.
Label every post
Mark paid posts clearly, following platform rules, so viewers know the post is paid.
Prices and offers as written
Quote prices as they appear: Custom Shampoo $29.00, SOS Custom Repair Shampoo $32.00. Offers only as written, like 20% off your first subscription order.
No comparisons
No named competitors and no better-than framing. Talk about the product's own features, such as sulfate-free or vegan.

The brand’s legal team sets the final rules. This is the operating floor I’d start from, not legal advice.

Want to see the first briefs?

Grab a time here

National Hair Month offer

Free shipping threshold

Welcome offer on a first subscription

An affiliate cookie is already described

One number to protect: $1 per 1,000 views

Seven videos per creator per week

One variable per test

One workspace, not an email chain

Quiz to formula

Heat-day repair

Conditioner close-up

Mask reset

Shower to skin

Four sources in

Five filters, fewer each step

Curl routine creator

Coily wash-day creator

Wavy low-effort creator

Color and heat creator

Straight-hair shine creator

Shower-to-skin creator

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Sheet and library first

Creators go live

Full roster

Winners get paid tests

Keep, cut or move up

Monthly ceiling

From organic to paid

From the video to the checkout

Rules for hair and body care

Brand lines only

No medical promises

Results are personal

Label every post

Prices and offers as written

No comparisons

Want to see the first briefs?