rhode, creator engine

Ten creators, one lip tint to start

A first roster for rhode: creators who wear Peptide Lip Tint, Pocket Blush and Glazing Mist, paid by band and judged on cost per 1,000 views.

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

Pretzel tint, one take

A creator opens on the tube, swipes Peptide Lip Tint in pretzel, says "Smells like a caramel-glazed pretzel." and ends on the price, $20.00.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	10 creators, two added a week	Six-week ramp. Creators live by week: 0, 2, 4, 6, 8, 10.
Who	Everyday lip, cheek and mist users	Six personas built around Peptide Lip Tint, Pocket Blush and Glazing Mist.
Production	7 videos per creator per week	303 creator videos a month at 10 creators, in five formats.
Pay	Three bands: fee plus cap	Starter $300 fee, $600 cap; Standard $500 fee, $1,000 cap; Premium $800 fee, $1,500 cap.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only.
Compliance	Claims sheet, rhode's own wording	Creators quote the sheet. Anything else goes to the brand lead first.
Category rule	No health outcomes, no conditions	Only rhode's own wording on hydration and glow, attributed to the brand.
Goal	$1 per 1,000 views	The simulator shows $5.74 today, on 1.8M views a month. The gap is the work.
Report	Monday table, one row per creator	Format, videos, views and cost per 1,000 views, plus what we learned.
Decision	One yes: start the ramp	Ceiling with all 10 creators at the top cap is $15,000, bonuses excluded.

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 and the paid ad engine alongside it. This is the same playbook: a small roster, a hook library, losers killed early, one number to protect. The category is different. I have not run skincare and beauty, so the claims sheet and your lead carry what I do not know.

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

16,684
Reviews on Peptide Lip Tint
The pretzel shade carries a 4.5 rating from 16,684 reviews. That is a shelf creators can point to, and a lip tint line to build content around.
Published
1,094
Reviews on the duos
The duos, Pocket Blush plus Peptide Lip Tint at $45.00, are rated 4.6 from 1,094 reviews. A set is an easy thing to unbox on camera.
Published
5
Reviews on Pocket Pearl gemini
Pocket Pearl gemini is rated 5.0, but from only five reviews. New shades like this one need creator voices before they have a crowd.
Published
$45
A shipping line to quote
The site states "free US shipping on orders over $45". The duos sit at $45.00, so a set video has a clean offer to end on.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, target $1. The simulator shows $5.74 today, so the first job is to find which hooks and formats close that gap.
One variable per test
Each of the five formats changes the hook or the setup, never both. Seven videos per creator per week gives enough reps to read a result.
Losers killed early
Ten creators make 303 videos a month. Rows that miss at the early checks are cut, and the hook library keeps only what earned views.
Claims before creativity
Creators quote the claims sheet. A video that breaks it earns no bonus, even past 100,000 views.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

Tess, brand leadMon 8:30 AM
Brief for the week: two videos on Peptide Lip Tint pretzel, one on the duos with Pocket Blush teacup. One hook per video. Quote only the claims sheet.
CamilaMon 10:15 AM
Can I say the tint is great for chapped lips? My audience asks about it all the time.
No. Use "Lip care is skincare." and show the finish on camera. Nothing about conditions.
Report botAppMon 9:00 AM
Weekly report posted: videos, views and cost per 1,000 views by creator and format. Target is $1. Open the table in #weekly-report.
Tess, brand leadWed 2:00 PM
Draft sent back: the Glazing Milk hook arrives after a long setup. Open on the bottle, say "Ceramide facial essence" first, then pour.
Report botAppFri 4:45 PM
Pocket Blush teacup video from Joana passed 100,000 views. Organic check and claims check are running. Bonus is $50 flat if both pass.
Tess, brand leadTue 11:20 AM
Check before posting: the caption on the duos video mentions shipping. It must read "free US shipping on orders over $45" and nothing more.

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
Lip care routine
“Lip care is skincare.”
Close selfie, bare lips, one swipe of Peptide Lip Boost sugarmint ($23.00), daylight, no filter on the product.
Brief 02
Duo on the dresser
“Pocket Blush + Peptide Lip Tint”
Pick both shades on camera, blush first, then tint, in a mirror. The duos are $45.00.
Brief 03
Warm bronze
“Long-wearing warmth”
Pocket Bronze sunbed ($25.00). One pass on the cheekbones, then film the finish in daylight.
Brief 04
Glazing Milk pour
“Ceramide facial essence”
Bottle in hand over the sink, pour and press in. Glazing Milk is $32.00. Say the line, show the texture.
Brief 05
Mist and go
“Hydrating face spray”
Walk-and-talk: one spray of Glazing Mist ($30.00), then pack the bag. One take, no cuts.

Every product line in a video comes off the claims sheet word for word, for example “Lip care is skincare.”, “Smells like a caramel-glazed pretzel.”, “The lightweight formula melts on smoothly and lasts all day, while hydrating skin for baby-soft cheeks.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Lip tint wearers
Creators who already post a Peptide Lip Tint shade, such as pretzel at $20.00, and talk about finish and scent. They know the product and the shelf.
Affiliate or ambassador page
No affiliate or ambassador page was found on the site, so the first roster is recruited outbound, by hand, from the types in the first twenty.
Set and haul creators
Creators who unbox sets such as the duos at $45.00 or the soft glam set at $67.00, and explain what each piece is for.
Bag and routine creators
Creators who film what they carry: Glazing Mist, a lip product, the mini bubble bag at $32.00. The product fits into a daily routine.

Five filters, fewer each step

1Shows product on camera
Has filmed a lip or cheek product in use, not only talked about it.
2Reads the sheet
Passes a short test: read three claims literally, add nothing.
3Hook in the first line
Opens with one clear line, not a long setup before the product.
4Clean claims history
No skin-condition or before-and-after promises in earlier posts.
5Natural finish
Daylight, honest colour, no heavy filter over the product.

Part 7 of 15

Who we want

Peptide Lip Tint regular
Wears one shade daily and talks about the finish and the scent.
Likely product: peptide lip tint pretzel
Blush-first minimalist
Does cheeks in one step, at the mirror, with almost nothing else.
Likely product: pocket blush teacup
Set unboxer
Opens a set on camera and shows what each piece is for.
Likely product: the duos
Summer bronzer
Films outside in warm light, one pass on the cheekbones.
Likely product: pocket bronze sunbed
Calm routine
Slow pours, quiet voice, no promises about skin.
Likely product: glazing milk
Morning routine
Films the morning with patches on and keeps to brand wording.
Likely product: peptide eye prep rhode logo

Left off, every time

Always left out: creators who promise skin-condition results, post before-and-after claims, speak as if Hailey endorsed their video, or show a competing lip or cheek brand in the same video. Category rule: no health outcomes, only rhode's own wording.

Part 8 of 15

First twenty

Daily lip tint wearers who rotate shades on camera
Get-ready-with-me creators who film at a mirror
Blush-first makeup creators with a short routine
Creators who film lip gloss swatches in daylight
Minimal-routine creators with a small bag of essentials
Travel-bag creators who show what they pack
Calm skin-routine creators with a quiet voice
Gift-guide creators who compare sets by price
Phone-case collectors who film their lip case
Summer bronzer creators who film outside
Morning-routine creators who use eye patches
Desk-setup creators who organise makeup shelves
Commuter creators who touch up lips on the go
Creators who describe how a lip tint smells
Shade-range reviewers who give honest reservations
Duo and set unboxers who show what is inside
Student creators with a short daily makeup routine
Charm and bag stylists who show merch in use
Night-routine creators who end on a lip product
Pool and beach day creators who film sun-ready looks

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Skincare essentials developed by Hailey Rhode Bieber.”
Intro line of a video, as rhode's own description of the line.
“Designed to nourish your skin barrier, giving instant dewy glow and improving the look of skin over time.”
Only as rhode's own wording, attributed to the brand, never as a personal result.
“Smells like a caramel-glazed pretzel.”
Peptide Lip Tint pretzel videos, when the creator opens the tube.
“Smells like a juicy bite of mango.”
Peptide Lip Tint honey mango videos only.
“Lip care is skincare.”
Hook for the lip care routine format and the Peptide Lip Tint pbj page.
“Includes 2 full-size products: Pocket Blush and Peptide Lip Tint in shades of your choice”
Unboxing videos of the duos at $45.00.

Never said

Each one with the reason it stays out.

Never say it clears breakouts
A skin-condition outcome the site does not state.
Never say it works better than another brand
A comparison the site does not make.
Never say it is dermatologist tested
A testing credential not found in the pages read.
Never say results show within days
A timing promise on skin results, outside the brand's own wording.
Never say Hailey uses it every day
A personal endorsement the site does not make; her name appears only in the title.
Never say it is safe for every skin type
A suitability promise for a whole group of people.

To confirm with the brand

Held until someone on the brand side signs off.

Award Winners
The site shows this label but not which award it refers to. Confirm before anyone mentions awards.
free US shipping on orders over $45
Shipping terms differ by country and can change. Confirm the current line with the brand lead before each campaign.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
For creators new to brand work: a lower fee while we learn which lip tint hook holds.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For creators with steady lip and cheek content: the default band for most of the roster.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For creators who already move product: the top band, used only once the checks hold.
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: $50 flat for a video past 100,000 views.
Per video: the bonus attaches to the single video that crossed the line.
Organic views only. Boosted or paid views do not count.
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

At ten creators the simulator gives 1.8M views a month and $5.74 per 1,000 against a $1.00 target. It closes if 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

rhode 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
Set the rails
Brief, claims sheet and posting checks are ready before anyone films. No creator is live yet. Peptide Lip Tint pretzel and the duos are the first products.
Month 1
Ramp to ten
Two creators a week up to ten, over six weeks. Seven videos per creator per week, five formats, one variable per test.
Month 2
Kill the losers
Full roster of ten. Weak hooks drop out and the hook library keeps what earned views. Cost per 1,000 views is read against the $1 target.
Month 3
Move the bands
Top rows move up toward Standard or Premium. Weak rows are cut, and losing formats are replaced with new ones.
Day ninety
Review with the lead
We read the result against $1 per 1,000 views and pick which Peptide Lip Tint, duos and Glazing Mist videos go forward to paid.
Ceiling
The monthly limit
All ten creators at the top cap, bonuses excluded, comes to $15,000. The plan does not go above it without a new yes from you.

$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: one table by creator with format, videos, views and cost per 1,000 views against $1, plus what we learned and which hooks enter the library.

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	Lip care routine with Peptide Lip Boost sugarmint	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Duo on the dresser with Pocket Blush and Peptide Lip Tint	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Warm bronze with Pocket Bronze sunbed	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Glazing Milk pour	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Mist and go with Glazing Mist	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

Organic first
Every video runs organic first, in one of the five formats, with the claims check done before posting.
Read the signal
A video past 100,000 views, or with a strong hook, goes on the shortlist. Cost per 1,000 views is read against $1.
Ask for use
You and the creator agree in writing that the video may run as an ad. Nothing runs without that yes.
Run it as paid
The shortlisted video runs as an ad with the same claims, tested one variable at a time.

From the video to the checkout

Peptide Lip Tint pretzel videos send to its product page: $20.00, rated 4.5 from 16,684 reviews.
Duo videos send to the duos page: $45.00, rated 4.6 from 1,094 reviews.
Set videos may end on the shipping line only as written: "free US shipping on orders over $45".
Glazing Mist and Glazing Milk videos send to their own pages, $30.00 and $32.00.
Each link carries a tag per creator and per format, so the Monday report reads clean.

Part 15 of 15

Category rules

Skincare and beauty rules

Lip, cheek and skin products sit close to health claims. These six rules keep every rhode video inside the brand's own wording.

Brand wording only
On skin and lips, creators quote the claims sheet. If a line is not on it, it goes to the brand lead before posting.
No conditions
No video talks about a skin or lip condition, or says a product fixes one. Lip care is skincare is the line to use.
No before and after promises
Show the finish on the day. Do not stage a transformation or imply that results build over weeks.
Name the product exactly
Say Peptide Lip Tint pretzel, Pocket Blush teacup or Glazing Mist as listed, with the shade, so the viewer finds the right page.
Disclose the partnership
Every paid video carries a clear partnership label in the first line of the caption, on every platform.
Broken rule, no bonus
A video that breaks the claims sheet or these rules earns no bonus, even past 100,000 views, and is replaced.

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 on Peptide Lip Tint

Reviews on the duos

Reviews on Pocket Pearl gemini

A shipping line to quote

One number to protect

One variable per test

Losers killed early

Claims before creativity

Lip care routine

Duo on the dresser

Warm bronze

Glazing Milk pour

Mist and go

Four sources in

Five filters, fewer each step

Peptide Lip Tint regular

Blush-first minimalist

Set unboxer

Summer bronzer

Calm routine

Morning routine

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Set the rails

Ramp to ten

Kill the losers

Move the bands

Review with the lead

The monthly limit

From organic to paid

From the video to the checkout

Skincare and beauty rules

Brand wording only

No conditions

No before and after promises

Name the product exactly

Disclose the partnership

Broken rule, no bonus

Want to see the first briefs?