	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6
Creators live	0	5	10	10	10	10
Creator videos / week	0	35	70	70	70	70
Landing pages live	1	2	3	4	5	6
New ads / week	5	6	8	8	8	8
Unique experiments	2	3	4	5	6	6

Every ad is shown in the feed with its landing page. Switch the size:

GRGlow RecipeSponsored · 01 · Product

Clinically effective. Fruit-powered.

glowrecipe.comAvocado Ceramide Serum · $45Shop now

Lands on → /products/avocado-ceramide-recovery-serumTheir tagline, their photo.

GRGlow RecipeSponsored · 02 · Dew Drops

Prep, mix, prime or highlight.

glowrecipe.comDew Drops · $36Shop now

Lands on → /Their Dew Drops hook, remade as UGC.

GRGlow RecipeSponsored · 03 · Swatch

Six shades. Which one is yours?

First Move

On My Terms

Set the Tone

Own the Room

Power Suit

Say It Anyway

glowrecipe.comLip Blur Balm · $22Shop now

Lands on → /Shade names from the launch. Colors illustrative: use real swatches.

GRGlow RecipeSponsored · 04 · Meme: Drake

Your routine, two ways.

A 12-step routine you gave up on

One pump of Dew Drops in your moisturizer

glowrecipe.comDew Drops · $36Shop now

Lands on → /Meme · Drake. Clear template rights before paid.

GRGlow RecipeSponsored · 06 · Sephora

Shop your favorites at Sephora.

glowrecipe.comGlow Recipe at SephoraShop now

Lands on → /Their own Sephora ad.

GRGlow RecipeSponsored · 07 · Meme: Surprised Pikachu

Every. Single. Time.

Me: “I’ll just try one new product”
My bathroom shelf a month later:

glowrecipe.comDew Drops · $36Shop now

Lands on → /Meme · Surprised Pikachu. Clear template rights before paid.

GRGlow RecipeSponsored · 08 · Catalog

Clinically effective, fruit forward formulas.

glowrecipe.comKitsShop now

Lands on → /Their 77-day catalog kit ad.

GRGlow RecipeSponsored · 09 · Kit

$49 for the Glass Skin Essentials.

$49Watermelon Glass Skin Essentials Kit (was $78).

glowrecipe.comKit · $49Shop now

Lands on → /Homepage price. No urgency.

GRGlow RecipeSponsored · 10 · Meme: Starter pack

The glass-skin starter pack

Toner, obviously

The avocado serum

Banana cream

Fresh Slices, Sunday

glowrecipe.comDew Drops · $36Shop now

Lands on → /Meme · Starter pack, brand photos only.

GRGlow RecipeSponsored · 11 · Creator

Creator partnership.

glowrecipe.comGlow RecipeShop now

Lands on → /Remake of the jeenie.weenie / Bella Friedman partnership format.

GRGlow RecipeSponsored · 12 · Meme: Always has been

About those glass-skin girls.

“Wait, your pink bottles are vegan and cruelty-free?”“Always has been.”

glowrecipe.comDew Drops · $36Shop now

Lands on → /Meme · Always Has Been. Clear template rights before paid.

GRGlow RecipeSponsored · 13 · Banana

Banana Souffle Moisture Cream.

glowrecipe.comBanana Cream · $40Shop now

Lands on → /products/banana-creamProduct photo.

GRGlow RecipeSponsored · 14 · Retinol

Blackberry Retinol Blemish Serum.

glowrecipe.comBlackberry Retinol · $45Shop now

Lands on → /products/blackberry-retinol-blemish-serumProduct photo; claim-free.

Concepts only, not live ads. Photography © Glow Recipe. Four of fifteen are memes on third-party templates: clear rights before paid. Claims only as Glow Recipe publishes them; never “poreless, perfect, ageless or flawless”.

Disturbance	Likelihood	Impact	Owner	Gate (proposed)
Pledge words	Med	High	Glow Recipe	Never poreless, perfect, ageless, flawless
Clinical claims	Med	High	Glow Recipe	Only published lines, verbatim
Retouched skin	Med	High	Danilo	No filters; real skin only
Sephora cannibalization	High	Med	Glow Recipe	Track DTC vs Sephora lift
Winners tire out	High	High	Danilo	Best ad CPA +20% over 7 days → rotate
Q4 auction costs	High	Med	Danilo	CPM +30% vs Sept → scale only winners
Creator overlap with Sephora squad	Med	Med	Glow Recipe	One owner per creator

Line	Value	Status
First order	$45	Proxy: one serum
Gross margin	70%	ASSUMED
Refund rate	4%	ASSUMED
Second order, 90 days	35% at $40	ASSUMED
90-day CAC ceiling	$40.04	= 45 × 70% × 96% + 0.35 × 40 × 70%

Week	New ads live	Test budget / ad (proposed)	Creators posting	Your CAC target
1	5	$500	0	Set with you, day one
2	6	$500	5	Set with you, day one
3	8	$500	10	Set with you, day one
4	8	$750	10	Set with you, day one
5	8	$750	10	Set with you, day one
6	8	$750	10	Set with you, day one

Concepts tested / month	Hit rate (assumed)	Winners / month	Spend each winner can hold (assumed)
20	5%	1	$20,000 / mo
40	5%	2	$40,000 / mo
60	5%	3	$60,000 / mo

Channel	Open when (proposed)	Why wait
TikTok organic	Day 1	Routine content lives here
TikTok Spark Ads	A roster post beats 3× median	Boost organic winners
Sephora	Out of scope	Retail
Club Glow	Existing	Referral layer

Day	Keep going if (proposed)	Stop or change if
14	1+ new ad holding spend at target CAC	No new ad beats the control at equal spend
45	3+ winners; organic cost under $5 per 1,000	Over $8 per 1,000
60	Spend up 1.5× at target CAC	CAC over target for 14 days
90	90-day cohort pays back	Fold winners into paid and stop

Piece	Exists today	Missing	Forced order
Claims	Pledge, ad claims	One creator sheet	1st
Creative	Catalog + Sephora ads	Phone-shot UGC	2nd
Creators	2 partnership ads, Glow Gang	A daily roster	2nd
Landing pages	PDPs, kits	Pages per concern	3rd

Figure	Source	Type
27+ ads; oldest 77 days	Meta Ad Library, 29 Sept 2026	Fact (floor)
Prices $22–$45	products.json	Fact
4.8 from 2,356 (Dew Drops)	PDP JSON-LD	Fact
$300M+ sales; #1 indie at Sephora	Beauty Independent	Reported
North Castle minority stake 2021	Beauty Independent	Reported
Margin, refund, repeat	Danilo	Assumed
Creators, budgets, gates, ramp	Danilo	Proposed

Piece	What it is (proposed)
Roster	10 creators under 5,000 followers, at least 50% US
Output	7 short videos a week each, on a dedicated account
Platforms	TikTok and Instagram Reels
Scripts	Written by us every Monday. No two creators on the same script
Claims	One sheet, 24-hour review
Paid	Breakouts whitelisted as partnership ads
Measure	Cost per 1,000 organic views, then orders per creator link

Driver	What we do
Volume	7 a week each, so there are enough shots at a breakout
Variety	A different angle per creator per week
Speed	Drafts reviewed within 24 hours
Selection	Creators scored monthly; the weakest slot is replaced
Hooks	A product moment in the first 2 seconds

#	Source	Running / views	Real hook (verbatim)	Our version
1	Glow Recipe brand ad, Library ID 1053370580790171, started Sep 5, 2026	Converting (multiple versions, 24 days, 0:57 video, 2 ads share creative)	"The best multitasker in your skincare routine. Prep, mix, prime, or highlight with Dew Drops for a boost of natural glow AND lasting skin care benefits."	Creator films four pumps in one take: alone as a highlighter, mixed into moisturizer, under foundation, as a primer. Same hook, one voice, no edits.
2	jeenie.weenie with Glow Recipe, Library ID 1898959974816570, started Sep 23, 2026	Creator ad (running, 6 days, 0:48)	"I LOVE THEM ALL" (caption: #gifted #blurbalm #glowrecipe #kbeauty #lipblur)	A nano creator does a "which shade is mine" try-on of all six Lip Blur Balms, ranks them out loud.
3	Bella Friedman with Glow Recipe, Library ID 4491253257755207, started Sep 24, 2026	Creator ad (running, 5 days, 1:36)	"my honest thoughts on the new @glowrecipe PDRN lip blur balms"	Honest-review format at nano scale: one shade, one week of wear, what she'd change. Claims limited to the sheet.

Risk	How it’s handled
Clinical claims	Only published lines, verbatim
Pledge	Never poreless, perfect, ageless, flawless
Real skin	No filters or retouching
Disclosure	Paid label plus #ad

Channel	Why
Glow Gang community	Open casting already happens
Club Glow members	Real buyers
TikTok skincare tags	skincareroutine, glassskin
Creator partners	jeenie.weenie, Bella Friedman

Filter	Test
1 · Portfolio	Three delivered assets
2 · Conflict check	No deal with a direct competitor
3 · Claims test	One brief from the sheet
4 · Trial month	Full deliverables, real review
5 · Retainer	Winners continue; the rest are cut by name

#	Handle	Followers	Why they fit
1	@kbeauty.notes	TikTok 995 (103 videos); IG 3,159 (snippet)	"K-Beauty Blog + UGC Creator," oily/dehydrated/acne-prone skin, reviews format matches Glow Recipe toner and pad content.
2	@ugcwithmaria	TikTok 1,355 (38 videos); IG 1,730 (snippet)	Certified skincare consultant doing UGC skincare reviews; strong claims-sheet discipline.
3	@glowarchives	TikTok 55 (50 videos); IG 3,151 (snippet)	Skincare and beauty UGC account, active posting cadence.
4	@skincaretones	185 (15 videos)	Skincare and beauty, New Zealand; international on-camera band candidate.
5	@skincarewith.mimi	90 (3 videos)	Skincare, unboxing and beauty UGC; very early, trial-month candidate.
6	@growandglow.ugc	28 (7 videos)	UGC creator, skincare-adjacent; early stage.
7	@ugcwithicy	TikTok 755 (2 videos); IG 2,545 (snippet)	Lifestyle UGC, weaker skincare fit; listed as a warm lead only.
8	@itsnickyie	598	UGC creator posting skincare, beauty and wellness reviews.
9	@skinly.ugc	375	Faceless skincare UGC creator (India); fits the international faceless band.
10	@hun.ugc	4,387	Student, dehydrated/oily skin, skincare UGC; close to the cap.
11	@skincaringwithcaroline	1,032	Clean beauty and skincare UGC creator.

Band (proposed)	Retainer / month	Videos / week	Who
US premium	$800–1,500	7	US on-camera anchors
US standard	$500–600	7	Steady US creators
International, on camera	$500	7	Non-US, on camera
International, faceless	$500	10	Product-only footage

Input (assumption)	Videos	Views
Median ~3,000	~300	900,000
Breakout tail at ~60,000	~20	1,200,000
2–3 hits near 500,000	2–3	1.0–1.5M
Total	~300	~3.1–3.6M → ~$2.80–3.20 per 1,000

Creator	Band	Posts	Median views	Best video	Cost / 1,000	Bonus	Status
Creator 01	US premium	7	4,200	62,000	$3.40	+$50	Keep
Creator 02	US standard	7	2,100	8,900	$6.60	$0	Watch
Creator 03	Intl on camera	7	3,800	41,000	$3.15	+$50	Keep
Creator 04	Intl faceless	10	1,600	5,200	$7.80	$0	Replace
Creator 05	US premium	6	5,900	118,000	$2.30	+$50	Keep

Period	Creators (proposed)	What happens	Creator cap
Week 1	0	Claims sheet, recruiting, account warm-ups	—
Week 2	5	First five live	$5,000 / mo rate
Week 3	10	All ten live	$10,000 / mo rate
Day 45	10	Keep, cut or scale	≤$12,500
Day 90	10	Decision gate	≤$15,000

Review: Glow Recipe vs gold

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Rebuild request

Application — Growth

Who I am

What I built

What I’d do here

Month one

Clinically effective. Fruit-powered. Glowing skin.

Start your routine.

Clinically proven to hydrate.

Six shades. Vegan PDRN.

Barrier care, start to finish.

100 hours of deep hydration.

Kits, not guesswork.

4.8 from 2,356 reviews on Dew Drops.

Sephora’s #1 indie brand.

At Sephora, and beyond.

15% off, from the third order.

Pick by your skin.

Frequently asked questions.

More phone-shot product moments.

Growth plan · ten parts

One number to protect. Seven ways it breaks. Three moves.

Only variety absorbs variety.

Seven disturbances, scored, owned, gated by a number.

The ceiling. Five lines, with the assumed ones labelled.

The test ramp. The blanks are yours to fill on day one.

Whatever your CAC is, creative volume is what moves it.

Where the next $100,000 goes.

What has to be true before a channel opens.

Payback is the real constraint, not CAC.

What this covers, and what it deliberately doesn’t.

Gates, written before spend, so stopping isn’t a negotiation.

What exists, what’s missing, and the order that’s forced.

Every number, and where it came from.

Month one is where it starts.

Ten creators. Seven videos a week each. One new script every Monday.

Contents

The whole program on one table

I have built this engine before

What the content actually looked like

What makes a creator program perform

What a roster actually ships

Videos we’d remake

The part that makes this hard, handled first

How we find and test them

Eleven creators we’d recruit first

The model in one screen

Upside only where it earns it

Will it pay back?

We start with five, then ten

What you get every Monday