Barefaced, creator engine

10 creators who show the shade match live

A first roster for Barefaced: ten creators on Mineral Foundation, BareSatin and the Try Me First Kit, each held to one cost number.

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

I matched my shade in one take

Daylight, three swatches, one pick. Mineral Foundation, £18.00, 60 variants. The ad label sits in the first line of the caption.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	10 creators live by week 10	Two join each week over six weeks: 0, 2, 4, 6, 8, 10 live. No names until you approve the list.
Who	Shade-match, lip and sensitive-skin creators	Six personas, from Mineral Foundation matchers to BareSatin lip collectors and Try Me First Kit unboxers.
Production	7 videos per creator each week	At 10 creators that is 303 creator videos each month, across five formats.
Pay	Three bands, £300 to £800 base pay	Caps: Starter £600, Standard £1,000, Premium £1,500. Pay is set by band; bonus rules sit on top.
Bonus	Cap bonus plus £50 at 100,000 views	Cap bonus: Starter £300, Standard £500, Premium £700. One £50 view bonus per creator each month, organic views only.
Compliance	Claims sheet and ad label on every video	Creators quote only the brand's own lines, such as the vegan and cruelty-free wording. Breaking them voids any bonus.
Category rule	No skin outcomes, ever	Makeup wording only: 97-100% natural on lipsticks, 100% natural origin only where the brand says it.
Goal	£1.00 per 1,000 views	The simulator starts at £5.74 on £10,050 for 1.8M views. 4.2% viral or 21,711 median views closes the gap.
Report	Monday page: videos, views, cost per 1,000	Every Monday, per format, with the clips to copy and the ones to kill. You never have to ask.
Decision	Approve 10 creators, ceiling £15,000	Ceiling is all 10 at the top cap, bonuses excluded. Week 0 has zero creators live; two join each week after.

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

Track record

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. Same playbook here, in beauty: briefs, a claims sheet, one variable per test, losers killed early. I have not run this category, so the claims sheet and the beauty rules come first.

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

352
Reviews to build on
The page shows 4.9/5 based on 352 reviews. Creators get a plain proof point to react to, in their own words and without stretching it.
Published
60
Foundation variants to match on camera
Mineral Foundation lists 60 variants at £18.00. Finding your shade is a story that works on camera, one swatch at a time.
Published
66
A lipstick range made for swatching
BareSatin lipstick lists 66 variants at £14.00. That is a full week of lip swatch videos before any hook repeats.
Published
20%
A first-order offer to point viewers at
The brand offers 20% off a first order. Creators can mention it in the brand's wording and send viewers to checkout.
Published

Part 4 of 15

Principles

One number to protect: £1.00 per 1,000 views
Every format, creator and bonus is judged on cost per 1,000 views. The simulator starts at £5.74, so the first job is closing that gap, not adding more creators.
One variable per test
Each Barefaced video changes one thing: the hook, the product or the first shot. Seven videos per creator each week give enough tests, and losers are killed early.
Claims sheet before the first brief
Creators quote only the brand's own lines, like Ingredients of 100% natural origin. Anything off the sheet goes to the brand lead before filming, not after posting.
Pay for the ceiling, not for hope
Ten creators at the top cap cost £15,000 each month, bonuses excluded. No band opens without a cost per 1,000 views to defend it.

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: shade match with Mineral Foundation, £18.00, 60 variants. One hook, one product, seven videos. Quote only the claims sheet and label every post as an ad.
JessMon 10:15 AM
Can I say the BareSatin lipstick is 100% natural? A follower asked in my comments.
No. The brand's line is 97-100% Natural Formula. Use that wording or leave the percentage out.
Weekly botAppFri 9:00 AM
Weekly report ready: seven videos from each creator, organic views, and cost per 1,000 views against the £1.00 target. Two formats are ahead, one is behind.
MartaTue 2:40 PM
Draft sent back. You said it fixes sensitive skin, and that is not on the claims sheet. Reshoot the opener with the fragrance-free line, then repost the draft link here.
Weekly botAppWed 6:12 PM
Video passed 100,000 views, organic only. The £50 view bonus is logged for Jess, one per creator each month.
MartaThu 11:05 AM
Check before posting: ad label in the first line, no skin outcomes, price stated as £28.00 for the Try Me First Kit. Reply with the draft link.
All seven checked, links in the thread.

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
Shade match swatch
“Sixty foundation variants. I'm matching mine live.”
Natural light by a window, three swatches on the jawline, no filter. Show Mineral Foundation, £18.00, in your own shade.
Brief 02
Gloss on bare lips
“Natural Vegan Lip Gloss, £14.00. Let me test the shine.”
Close-up, bare lips first, one coat of gloss, then a daylight turn of the head. Say the product name and price once.
Brief 03
Kabuki brush demo
“One brush, £15.00, and it retracts. Into my bag.”
Overhead shot, brush out and retracted in one take, then buff foundation on the cheek. Say the name and the price.
Brief 04
Try Me First unboxing
“£28.00 to start. I'm trying this kit first.”
Handheld unboxing on a table, each item shown once, then a swatch on the wrist. Say the price in the opening line.
Brief 05
BareSatin lipstick swatch
“BareSatin, £14.00, 66 variants. Pick one with me.”
Close-up on lips in daylight, three swipes, one product. Name each shade on screen and keep the hook in the first line.

Every product line in a video comes off the claims sheet word for word, for example “100% Vegan & Cruelty-Free — Certified by PETA and the Vegan Society, so you can feel good about every swipe”, “Ingredients of 100% natural origin”, “Refills available and supplied in 100% certified compostable / eco-friendly pouches.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Existing customers
The page shows 4.9/5 based on 352 reviews. Some of those reviewers could be good first creators. We ask them directly and never assume.
Shade-match and foundation reviewers
Creators who already help people find a base. Mineral Foundation, 60 variants at £18.00, gives them a real matching job on camera.
Lip swatchers and gloss testers
Creators who swatch lipsticks and glosses in daylight. BareSatin has 66 variants and Natural Vegan Lip Gloss has 24, enough for weeks of content.
Affiliate or ambassador page
No affiliate or ambassador page was found on the site. Recruiting starts with direct outreach and a clean brief, not a sign-up link.

Five filters, fewer each step

1Face on camera in daylight
Natural light, no heavy filter. Shade claims fail under filters, so a candidate sends an unfiltered sample.
2Uses mineral or natural makeup
Past posts show real makeup use and honest reviews, not only product gifting.
3Clean claims history
No past posts promising skin outcomes. One miss on the claims sheet ends the conversation.
4Organic reach is real
Views come from organic posts. Bought views or giveaways to lift numbers disqualify.
5Fits one band
A candidate starts in Starter, Standard or Premium after a first test. No negotiating above a cap.

Part 7 of 15

Who we want

Sensitive-skin minimalist
Reads labels, wants fragrance-free, shows a bare-skin routine with one lip product.
Likely product: Natural Vegan Lip Gloss Set - Twilight Lustre
Shade-match obsessive
Swatches on camera for viewers who struggle to find a base that fits.
Likely product: Mineral Foundation
Everyday lip collector
Rotates shades often and shows many swatches in one clip.
Likely product: BareSatin - Natural Vegan Lipstick
Eco-minded beauty buyer
Cares about refills and compostable pouches, and says so in plain words.
Likely product: Mineral Blusher
Eye-look storyteller
Builds an eye look step by step with a kit, start to finish.
Likely product: Smoky Nights - Natural Mineral Eye Kit
First-time makeup shopper
Unboxes a starter set and says what they would try first.
Likely product: Try Me First Kit

Left off, every time

Always left out: anyone who has promised skin outcomes from makeup, creators who edit skin or shades with filters, and anyone who won't label paid posts. Category rule: no promise that makeup treats a skin condition.

Part 8 of 15

First twenty

Sensitive-skin routine creators who want fragrance-free lip products
Foundation shade-match specialists for Mineral Foundation
Creators who swatch many lipsticks, ready for BareSatin
Lip gloss reviewers who judge shine and stickiness
Eye makeup tutorial makers, a fit for the Mineral Eye Kits
Vegan beauty shoppers who read certification labels
Cruelty-free makeup advocates with honest review habits
Refill-minded shoppers who like compostable pouches
Brush-technique teachers for the Retractable Kabuki Brush
Starter-kit unboxers for the Try Me First Kit
Gift-guide creators who can feature the BareFaced Beauty E-Gift Cards
UK-based creators who can speak to free UK delivery over £30
Mature-skin makeup creators with a bare, natural look
Blusher and bronzer glow-look creators
Mineral Finishing Powder fans who show a full base routine
Minimal-makeup, five-minute routine creators
Makeup artists who build event looks from kits
Sustainable-living creators who include makeup swaps
Dark lip and berry-shade lovers for the Twilight sets
Beginners who ask how to start with a kit

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“100% Vegan & Cruelty-Free — Certified by PETA and the Vegan Society, so you can feel good about every swipe”
Lip gloss videos
“Fragrance-Free — No added scent or fragrance, making it ideal for sensitive skin and sensitive lips”
Twilight Lustre gloss set videos
“Ingredients of 100% natural origin”
Face Perfection Kit and Try Me First Kit videos
“Refills available and supplied in 100% certified compostable / eco-friendly pouches.”
Blusher, eyeshadow and colour corrector videos
“Free UK delivery on orders over £30. Fast despatch.”
Clips aimed at UK viewers only
“97-100% Natural Formula — Made with skin-loving ingredients, free from harsh chemicals and nasties”
Lipstick sets and BareSatin videos

Never said

Each one with the reason it stays out.

It clears acne or calms redness
A skin outcome. Nothing on the claims sheet says it.
Better than any other mineral makeup
A comparison the brand never made.
Every lipstick is 100% natural
The lipstick sets say 97-100%, so the full figure is wrong.
Safe for every skin type
The brand's wording is about sensitive skin on specific lines, not every skin.
Doctor-approved or guaranteed results
No source exists for either, and both are outcome promises.
Free delivery worldwide
The brand's line is free UK delivery on orders over £30, nothing wider.
It heals dry or damaged lips
A health outcome. The brand only speaks of soft, hydrated lips on its own gloss page.

To confirm with the brand

Held until someone on the brand side signs off.

perfect for sensitive skin
Brand wording from its description. Ask whether creators may repeat it on every product.
Kind to Sensitive Skin — Gentle enough for even the most sensitive lips
Written for the gloss set. Ask whether the lipstick videos may use it too.

Part 10 of 15

Pay

Starter
£300–600
a month, by band
Starter: new creators on one product, tested on one hook before any step up.
Bonus at the cap: £300
Standard
£500–1,000
a month, by band
Standard: proven shade-match or lip creators who hit the cost target on seven weekly videos.
Bonus at the cap: £500
Premium
£800–1,500
a month, by band
Premium: top performers whose clips are strong enough to test as ads for the Try Me First Kit.
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.

The £50 view bonus is paid once per creator each month, whatever the band.
Per video: one clip must pass 100,000 views on its own to earn the £50. Views are not added across clips.
Organic views only. Paid boosts, giveaways and bought views never count.
No bonus on any video that broke the claims sheet or the beauty rule, even if it took off.

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 10 creators the program makes 303 videos and 1.8M views each month for £10,050, or £5.74 per 1,000 views against £1.00. It needs 4.2% of videos going viral or a median of 21,711 views.

Program facts

Barefaced 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
Claims sheet and first brief
Week 0 has zero creators live. We build the claims sheet from the brand's own lines and write the first brief on Mineral Foundation.
First month
Ramp to ten creators
Two join each week: 0, 2, 4, 6, 8, 10 live. Each posts 7 videos a week, and the weakest hooks are killed early.
Second month
Cut to what works
With ten live, the program makes 303 videos. Keep the hooks that lower cost per 1,000 views; rework the shade-match and BareSatin clips that lag.
Third month
Move proven creators up a band
Starter creators who hit the target step toward Standard. The best clip goes to the brand for the organic-to-paid review.
End of month three
Read the real number against £1.00
Compare actual cost per 1,000 views with the £1.00 target, starting from £5.74 in the simulator. Then keep, cut or change the format mix.
Monthly ceiling
£15,000, bonuses excluded
That is all 10 creators at the top cap. No band opens above it without a written change from the brand.

£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

Weekly report

Every Monday: videos posted, organic views, cost per 1,000 views against £1.00 and which hook won, for each Barefaced format.

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	Shade match swatch	7	2.1K	25K	£3.37	£0	None	Keep
Creator B	Standard	Gloss on bare lips	7	1.4K	8.4K	£9.83	£0	Claim check	Replace
Creator C	Premium	Kabuki brush demo	6	1.8K	54K	£7.94	£0	None	Watch
Creator D	Starter	Try Me First unboxing	5	900	3.6K	£12.99	£0	Over cap?	Replace
Creator E	Standard	BareSatin lipstick swatch	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

Pick the organic winner
A clip that beats the £1.00 target on organic views alone, with no claims flags, is the only one that moves on.
Get the creator's written OK
Before any clip is boosted, the creator confirms in writing that the brand may use it as an ad.
Test it as an ad
One variable per test: the same clip with a new hook. Winning hooks join the hook library.
Scale or kill
Judge the ad against the target. Losers are killed early, winners get more budget by the brand's approval.

From the video to the checkout

Link to the Try Me First Kit page: £28.00, the easiest first purchase to explain.
Mention the first-order offer only in the brand's words: Get 20% Off Your First Order!
UK viewers can be told about free UK delivery on orders over £30, nobody else.
Gift-angle clips link to the BareFaced Beauty E-Gift Cards at £10.00.
No retailer shelf was found, so every clip points to checkout.

Part 15 of 15

Beauty rules

Beauty rules for every creator

Makeup is a cosmetic, not a treatment. These six rules go on the first page of every brief and apply to all 10 creators.

Cosmetic, not medical
Talk about colour, finish and feel. Never about treating, fixing or preventing a skin condition. If a viewer asks, point them to the brand.
Natural percentages as written
Lipsticks say 97-100% natural, glosses 99-100%, and some kits 100% natural origin. Say the figure for the product in your hand, never rounded up.
Sensitive skin: brand words only
Use the brand's own fragrance-free and sensitive-skin lines exactly. Do not add your own promises about reactions.
Show real skin and real shades
No filters on skin or lips. A shade match that only works with edits is not a match.
Label every paid post as an ad
Put the ad label in the first line of the caption and on screen, whether the post is paid, gifted or bonus-eligible.
Vegan and cruelty-free in certificate words
Say Certified by PETA and the Vegan Society only where the product page says it. No extra seals, awards or comparisons.

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 to build on

Foundation variants to match on camera

A lipstick range made for swatching

A first-order offer to point viewers at

One number to protect: £1.00 per 1,000 views

One variable per test

Claims sheet before the first brief

Pay for the ceiling, not for hope

Shade match swatch

Gloss on bare lips

Kabuki brush demo

Try Me First unboxing

BareSatin lipstick swatch

Four sources in

Five filters, fewer each step

Sensitive-skin minimalist

Shade-match obsessive

Everyday lip collector

Eco-minded beauty buyer

Eye-look storyteller

First-time makeup shopper

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Claims sheet and first brief

Ramp to ten creators

Cut to what works

Move proven creators up a band

Read the real number against £1.00

£15,000, bonuses excluded

From organic to paid

From the video to the checkout

Beauty rules for every creator

Cosmetic, not medical

Natural percentages as written

Sensitive skin: brand words only

Show real skin and real shades

Label every paid post as an ad

Vegan and cruelty-free in certificate words

Want to see the first briefs?