Application — Growth
Kosas carries 18,000+ verified reviews, yet the Soulgazer Mascara at $28.00 is where that proof could do the most work.
Who I am
- Former COO of Tabs. Built its creator program to 100M monthly social impressions, and the paid ad engine alongside it.
- Founded Mainstreet, a consumer home-services platform: a team of 70, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- Revealer Concealer is $32.00 with 38 variants, and Revealer Skin-Improving Foundation SPF 25 is $45.00 with 36 variants. Shade choice this wide needs creators showing the match on real faces.
- Free shipping starts at $50+ on US orders and a free Mini Revealer Concealer unlocks at $80+. Those two thresholds give a creator a clear reason to show a full routine.
- Brow Pop Nano is $23.00, and its page says 100% agreed after 7 days they would purchase it and recommend it to a friend. That line is made for a creator's first-week verdict.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether it is Soulgazer Mascara at $28.00 or a $45.00 foundation.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with the free Mini Revealer Concealer offer.
- Creators: makeup-bag minimalists, brow and eye obsessives, and skincare-first beginners, each filming Soulgazer Mascara, Brow Pop or Plump + Juicy routines.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, tied to your $50+ free-shipping threshold.
- Event tracking I'd spec and work through with your team. That part isn't me, and it matters for the 10% off first-order code.
Month one
| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Creators come on two a week, reaching 10 live by week six. Each posts seven videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators, not the other way round. Proposed.
Creator videos a week = creators live × videos per creator. Week 1: 0 × 7 = 0; Week 2: 2 × 7 = 14; Week 3: 4 × 7 = 28; Week 4: 6 × 7 = 42; Week 5: 8 × 7 = 56; Week 6: 10 × 7 = 70.
How I'd start
- Pull the Soulgazer Mascara and Brow Pop product pages into a claims sheet, so every creator brief quotes only what Kosas already says.
- Brief the first two creators on the free Mini Revealer Concealer offer and the Revealer shade range, one variable per test, losers killed early.
I'd love to chat if this makes sense. Grab a time here.
Danilo