Kosas, creator engine

Ten creators for Kosas, one hook at a time

A first roster built around Revealer Concealer, Soulgazer Mascara and DreamBeam SPF 40 PA++++, with every line checked against your own words.

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

Comfy Smooth Mineral Sunscreen, on camera

A creator applies DreamBeam SPF 40 PA++++ on a bare face, layers Revealer Skin-Improving Foundation SPF 25 over it, and reads one line from the claims sheet.

Illustrative post

Part 1 of 15

At a glance

Creator engine summary
Roster	10 creators, two added a week	Live by week: 0, 2, 4, 6, 8, 10. Six weeks from first brief to a full roster.
Who	Six makeup and skincare personas	Shade-matchers, eye-makeup minimalists, sunscreen-under-makeup creators. Recruiting comes before any names.
Production	7 videos per creator per week	303 creator videos a month at 10 creators.
Pay	Three bands, caps from $600 to $1,500	Starter $300 base, $600 cap. Standard $500, $1,000. Premium $800, $1,500.
Bonus	$50 flat past 100,000 views	One per creator per month. Bonus at the cap: $300 Starter, $500 Standard, $700 Premium.
Compliance	Claims sheet before every brief	Creators quote only wording taken from the Kosas site. Anything else goes to #claims before filming.
Category rule	No health outcomes, no comparisons	Makeup and skincare talk stays at what Kosas itself publishes, such as Alcohol free + non-comedogenic.
Goal	Cost per 1,000 views at $1	A proposed target. The simulator reads $5.74 today, so the first months are about closing that gap.
Report	Every Monday, same format	Videos posted, views, cost per 1,000 views, hooks that won, hooks killed early.
Decision	Approve the claims sheet and brief one	That unlocks recruiting. Nothing goes live until your team has signed off the sheet.

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

Why this playbook

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 and the paid ad engine alongside it. Same playbook here: a roster, a hook library, weekly reporting, losers killed early, now pointed at Kosas and its makeup-meets-skincare line. I have not run this category, so the claims sheet and your team's review come before the first brief.

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 Kosas now

18,000+
Reviews already exist
The site's review page is titled around 18,000+ verified reviews of clean makeup and skincare. Creators would be joining products shoppers already write about.
Published
10%
A first-order offer is live
The site offers 10% off a first order through its list signup. That gives a creator video a clear place to send viewers.
Published
$50+
Free shipping gives a clean next step
Free shipping on US orders of $50+, with free returns. A sunscreen or concealer clip can end on that line.
Published
$80+
A free mini sits at the top
A free Mini Revealer Concealer comes with orders of $80+. It suits set and routine videos better than single-product clips.
Published

Part 4 of 15

Principles and work channel

One number to protect
Cost per 1,000 views against a $1 target. Every creator, hook and format is judged on it. The simulator reads $5.74 today, so the first job is attacking that gap.
One variable per test
Same product, same shade, new hook. Or same hook, new setting. Never both. Seven videos per creator per week gives enough reps to know which change did the work.
Losers killed early
A hook that stalls in its first week is retired. Winners go in the hook library, and the best organic videos are the ones we later send to paid.
The claims sheet is the script
Creators quote lines taken from Kosas itself, such as Easy, weightless clean formulas. Anything outside the sheet gets asked in #claims before it is filmed.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MartaMon morning
This week's brief: Revealer Concealer, one hook, one shade story. Seven videos per creator. Use only lines from the claims sheet. Drafts land in #drafts by Wednesday.
RafaMon midday
Can I say Lip Pulse plumps lips for hours? I want it in the hook.
Not on the sheet, so no. Use the site's own words, Glassy Lip Plumper, and show the shine on camera instead.
Weekly reportAppMon evening
Videos posted, views, cost per 1,000 views against the $1 target, hooks that won, hooks killed early. Concealer swatch test leads. Setting powder clips are last.
MartaTue morning
Draft sent back on the Soulgazer Mascara clip: the line about lashes growing is not on the sheet. Re-record the hook, keep the wand shot, and call it a Lengthening + Lifting Peptide Mascara.
Win alertAppWed afternoon
Rafa's swatch test passed 100,000 views, organic only. $50 flat bonus logged, one per creator per month. Paid test queued for Marta's approval.
MartaThu morning
Check before posting the DreamBeam clip: partner label on, no health outcome, no brand comparison, product named exactly as the site names it. Then post.

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

Five formats

Brief 01
Shade-match swatch test
“38 concealer variants. Here is how I picked mine.”
Daylight by a window. Swatch three variants on the jaw line, blend one, show the mirror result close to camera.
Brief 02
Mascara wear test
“One mascara that builds without clumping. Watch the wand.”
Macro shot of bare lashes, then one coat, then a second coat of Soulgazer Mascara. Wand in frame, natural light, no filter.
Brief 03
Setting powder bake
“I baked my concealer. Here is the real result.”
Cloud Set Loose Powder over Revealer Concealer, face on, no filter. Show the puff, then a side-light check.
Brief 04
Color corrector before and after
“A serum-powered color corrector, tested under my eyes.”
Bare under-eye on camera, then Revealer Extra Bright, then concealer. One take, same light, split screen at the end.
Brief 05
Lip gloss shade story
“Glassy lips in one swipe. Watch the shine move.”
Close-up of bare lips, then Lip Pulse, tilted to catch the light. Name the shade on screen and keep the smudge in the cut.

Every product line in a video comes off the claims sheet word for word, for example “Easy, weightless clean formulas that blur the lines between makeup and skincare for a healthy, flattering look.”, “A refreshing, skin-caring setting mist that hydrates, smooths, and locks makeup in place for 12 hours. Alcohol free + non-comedogenic.”, “100% Makeup. 100% Skincare.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Kosas's own affiliate page
No affiliate or ambassador page was found on the site, so there is no open application to point candidates to. Building one is part of the first weeks.
Shoppers who already review
The site's review pages carry verified reviews. Reviewers who describe shade and wear in detail are the first people to approach, on the platform they already use.
Shade-match creators
Creators who post swatch tests and undertone talk. Revealer Skin-Improving Foundation SPF 25 comes in 36 variants and Revealer Concealer in 38, so there is plenty to show.
Skincare-first routine creators
People who show cleanser, sun protection, then base makeup in one routine. DreamBeam SPF 40 PA++++ and Plump + Juicy Gel Cleanser both fit that morning.

Five filters, fewer each step

1Shade honesty
Shows the product on their own skin in daylight, with no filter doing the work.
2Claims discipline
Takes a test brief and quotes only the sheet. We watch how they handle a line they cannot use.
3Weekly capacity
Can post seven videos in a week without repeating one hook.
4Audience that buys makeup
We read comment sections for shade questions and purchase talk, not just follower counts.
5Organic views first
Median views come from organic posts, because bonuses and paid tests both run on organic.

Part 7 of 15

Who we want

Concealer shade-matcher
Swatches under-eye and jaw in daylight and explains why a shade works for their undertone.
Likely product: Revealer Concealer
Eye-makeup minimalist
Builds a fast eye look from lash to liner, one product at a time, with the wand in frame.
Likely product: Soulgazer Mascara
Skin-first makeup
Keeps skincare steps visible, then shows base makeup over them in the same take.
Likely product: Revealer Skin-Improving Foundation SPF 25
Sunscreen under makeup
Walks through a morning routine with sun protection first and makeup after.
Likely product: DreamBeam SPF 40 PA++++
Lip gloss collector
Shows the shade range on lips in natural light, with a clear name on screen for each.
Likely product: Lip Pulse
Powder and setting nerd
Shows bare skin, powder and mist across a long day on camera, filter off.
Likely product: Cloud Set Loose Powder

Left off, every time

Always left out: creators who promise skin or lash results beyond Kosas's own wording, compare Kosas to another brand by name, edit results with filters, or present sunscreen as a medical product. Anyone who will not use the partner label stays out too.

Part 8 of 15

Twenty to recruit first

Concealer swatch specialists with a wide shade range on camera
Fair-skin creators who show undertone matching in daylight
Deep-skin creators who show shade depth without filters
Mature-skin makeup creators who test a base in real light
Sensitive-eye mascara reviewers who film the wand up close
Lash-obsessed creators who document wear across a full day
Eyeliner tutorial creators who film the retractable tip
Brow creators who shape with a pencil on camera
Skincare-first creators who add makeup only at the end
Sunscreen-under-makeup routine creators
Lip gloss collectors who show many shades on lips
Blush and cheek creators with soft, quick routines
Setting powder and baking tutorial creators
Five-minute-face creators who stick to few products
Commute makeup creators who get ready in a car or on a train
Back-to-school and student routine creators
Gift guide creators who build looks from the Kosas sets
Travel makeup bag creators who pack minis
Wedding and event guest makeup creators
Candid reviewers who say what did not work for them

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Easy, weightless clean formulas that blur the lines between makeup and skincare for a healthy, flattering look.”
Brand intro in any first-product video, as a line read aloud.
“100% Makeup. 100% Skincare.”
Opening or closing line on any Kosas video.
“A creamy multistick for cheeks and lips that glides on, melts into skin, and builds a natural flushed-from-within look that lasts 12 hours.”
Cheek and lip videos for the multistick and the Lit-from-Within Set.
“Alcohol free + non-comedogenic.”
Cloud Set Mist videos only, where the site states it.
“Dermatologist tested. Hypoallergenic. Non-acnegenic. Safe for sensitive skin. 95% naturally derived.”
Plump + Juicy Vegan Collagen Spray-On Serum videos only.
“Safe for sensitive eyes.”
Soulgazer Mascara videos, attached to the mascara and nothing else.
“Super Creamy + Brightening Concealer”
Revealer Concealer swatch tests, as the product descriptor.

Never said

Each one with the reason it stays out.

Never say DreamBeam protects all day without reapplying
A sun protection duration promise that the site does not make.
Never say Soulgazer Mascara makes lashes grow for everyone
A guaranteed body result. Only the brand's own timeframe may be quoted, and only attributed to the brand.
Never say Lip Pulse changes lip size for good
A lasting physical change. The site describes it as a glassy gloss, nothing more.
Never say Revealer Concealer beats another brand
A competitor comparison that the site does not make and a creator cannot prove.
Never say the cleansing oil clears breakouts
A skin condition outcome. Only the site's descriptive wording is allowed.
Never say it is safe for every skin type
A blanket safety promise. The site gives wording for specific products, not a universal one.

To confirm with the brand

Held until someone on the brand side signs off.

Whether Kosas wants the word clean used in a creator's own voice
The site uses the word, but its exact standard was not collected, so your team decides how creators may phrase it.
Whether Dermatologist tested may be used beyond the Vegan Collagen Spray-On Serum
The site ties that wording to one serum. Other products need your confirmation before it is reused.
Whether the 20% off Build Your Own Kit offer may be named in videos
An offer on the site that can change. Confirm the current terms before a video names it.

Part 10 of 15

Pay and bonus

Starter
$300–600
a month, by band
Starter: new to us, proving shade honesty, daylight filming and claims discipline.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
Standard: a steady audience and organic views that already clear the median we assume.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
Premium: proven creators whose winners go to paid, covering the widest range of Kosas products.
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, no stacking across videos.
The bonus is per video: one video past 100,000 views earns the $50 flat.
Only organic views count. Views from a paid test never earn a 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

Ten creators at seven videos a week: 303 videos, 1.8M views, $5.74 per 1,000 against the $1 target. It closes if 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

Kosas 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, brief, first two creators
Recruit from the four sources, send a test brief on Revealer Concealer with the claims sheet. Two creators go live each week, up to 10 over six weeks.
Month 1
Full roster, first hook library
Roster reaches ten. Seven videos per creator per week, one variable per test. The weakest hooks are killed early and every creator starts on Starter pay.
Month 2
Winners go to paid
Winning hooks enter the library. The best organic videos move to paid tests. Premium opens for creators whose posts keep clearing the median.
Month 3
Bands settle, cost comes down
Standard and Premium bands settle. The target stays cost per 1,000 views at $1, so we test one hook at a time and keep only what moves it.
Day 90
Review with your team
We check what reached $1, what did not, which creators stay and which formats stop. The simulator's assumptions get replaced by real numbers.
Monthly ceiling
A limit, not a forecast
All ten creators at the top cap, bonuses excluded, comes to $15,000. It is a ceiling I set to keep the program bounded, not a prediction of spend.

$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

Monday report

Every Monday: videos posted, views, cost per 1,000 views against the $1 target, hooks that won and hooks killed early. Reporting so you never have to ask.

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	Swatch test: Revealer Concealer	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Wear test: Soulgazer Mascara	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Setting bake: Cloud Set Loose Powder	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Color corrector: Revealer Extra Bright	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Gloss story: Lip Pulse	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

Organic to paid

From organic to paid

Post organically first
Every video goes out unpaid with the partner label on. Nothing is boosted before its first week of views is in.
Read the signal
Videos that pass the median and hold viewers go to a shortlist, with one variable changed from the original at most.
Ask permission
The creator approves the video for paid use in writing. The bonus still counts organic views only.
Run it as a paid test
Same video, one new audience or one new caption. Cost per 1,000 views against $1 decides whether it stays.

From the video to the checkout

Send concealer clips to the Revealer Concealer page, where a free Mini Revealer Concealer comes with orders $80+.
Send sunscreen and routine clips to Skincare + Suncare, with free shipping on US orders $50+ and free returns.
Send first-time shoppers to the list signup: 10% off your first order.
Send set clips to Build Your Own Kit, where the site offers Save 20% on Build Your Own Kit.
Send undecided viewers to the Shade Finder Quiz before the product page.

Part 15 of 15

Category rules

Rules for clean makeup and skincare-powered formulas

Kosas calls itself 100% Makeup. 100% Skincare. Creators talk about what a product does for a look, and never about what it does to a body.

Use Kosas's own words
Lines come from the claims sheet, for example Alcohol free + non-comedogenic for Cloud Set Mist. Anything else is asked in #claims before filming.
No promised results
The only time frame creators may quote is Kosas's own for Soulgazer Mascara: visibly longer, fuller lashes in 6–8 weeks, attributed to the brand and never as a guarantee.
Sun protection stays factual
For DreamBeam SPF 40 PA++++, say what it is called and how it feels on the skin. No duration, no promise of full protection.
No comparisons to other brands
Never name another brand to put it down. A creator may compare Kosas products to each other, such as Revealer Concealer and Revealer Extra Bright.
Disclose the partnership
Every post carries the platform's partner label and says so in the first line. Posts without it are pulled and earn no bonus.
Honest shade and light
No filters on results. Film the shade in daylight. If something did not work for you, say so; shoppers can see through a too-clean take.

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

Reviews already exist

A first-order offer is live

Free shipping gives a clean next step

A free mini sits at the top

One number to protect

One variable per test

Losers killed early

The claims sheet is the script

Shade-match swatch test

Mascara wear test

Setting powder bake

Color corrector before and after

Lip gloss shade story

Four sources in

Five filters, fewer each step

Concealer shade-matcher

Eye-makeup minimalist

Skin-first makeup

Sunscreen under makeup

Lip gloss collector

Powder and setting nerd

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Sheet, brief, first two creators

Full roster, first hook library

Winners go to paid

Bands settle, cost comes down

Review with your team

A limit, not a forecast

From organic to paid

From the video to the checkout

Rules for clean makeup and skincare-powered formulas

Use Kosas's own words

No promised results

Sun protection stays factual

No comparisons to other brands

Disclose the partnership

Honest shade and light

Want to see the first briefs?