One row per tab. The bareMinerals tab on the left (live, scroll inside it), the gold on the right, then your grade and comments. If it would lose side by side, it isn't GOOD.
{{ request }}Danilo Vicioso · [email protected] · danilovicioso.com · Sept 2026
Rather than send a résumé I did a weekend of the job.
| 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 |
Roster is the core variable. Creator video volume follows from it at 7 videos per creator per week. Proposed.
I’d love to chat if this makes sense. Grab a time here.
Danilo
ORIGINAL LOOSE MINERAL FOUNDATION SPF 15“The #1 loose mineral foundation trusted for 30+ years. Skin-improving, buildable, luminous.”
Quoted from bareMinerals’ own Meta ad, Library ID 1064248382819351, read 28 Sept 2026.
“There is a better way to feel beautiful, and makeup should also improve skin.”
bareminerals.com/pages/about-us, 28 Sept 2026.
Complexion Rescue Natural Matte Tinted MoisturizerBroad Spectrum SPF 30 mineral sunscreen
Complexion Rescue Tinted MoisturizerSheer to light coverage, SPF 30
BAREPRO 24HR Wear Liquid FoundationSkin-perfecting matte, SPF 20
BAREPRO 24HR Pressed Powder FoundationORIGINAL Loose Mineral FoundationBuildable, luminous
MATTE Loose Mineral FoundationDescriptions from bareMinerals ads and packaging (Library ID 2131243597796724 for Complexion Rescue). Shade finder on bareminerals.com.
bareminerals.com product page and /pages/our-clean-collections, 28 Sept 2026.
COMPLEXION RESCUE® 3-in-1 Eye Brightener Mineral SPF 30$32 · 4.3/5 (239)
GEN NUDE® Liquid Mineral Eyeshadow$25 · 4.6/5 (141) · 89% recommend
ORIGINAL Liquid Mineral Concealer
COMPLEXION RESCUE BlonzerBlush + bronzerPrices and ratings from each product page, 28 Sept 2026. Gen Nude Liquid Eyeshadow was sold out in all shades at capture.
The Barrier Boosting Serum and the Butter Drench Cream, from the same brand that says makeup should improve skin.
Each product’s own page, 28 Sept 2026. No site-wide rating is published.
WWD and Happi coverage of Leslie Blodgett’s career, read 28 Sept 2026. bareMinerals is now owned by Orveon Global.
Library IDs 1583043413515403, 1671780781036126
Library ID 1469807404981058
Leslie Blodgett became CEO of Bare Escentuals in 1994 and relaunched its mineral makeup as bareMinerals a year later. She ran the company for 16 years. Thirty years on, the loose foundation is still the one in the ads.
WWD, Happi; bareMinerals Meta ads, 28 Sept 2026.
Ulta and Sephora brand pages live on 28 Sept 2026. Other retailers not re-confirmed.
| IF YOU WANT | START WITH | WHY |
|---|---|---|
| Sheer, with SPF | Complexion Rescue Tinted Moisturizer | Sheer to light coverage, SPF 30 (brand ad copy) |
| Sheer, less shine | Complexion Rescue Natural Matte | Natural matte finish, SPF 30 |
| Buildable powder | ORIGINAL Loose Mineral Foundation | “Buildable, luminous” (brand ad copy) |
| Full, long wear | BAREPRO 24HR Wear Liquid | Skin-perfecting matte, SPF 20 |
| To set it all | ORIGINAL Mineral Veil | Talc-free, translucent |
From bareMinerals packaging and Meta ad copy, 28 Sept 2026. Foundations are covered by the brand’s Match Guarantee.
30 days from receipt on bareminerals.com orders. Refunds go to the original payment method within 1–2 billing cycles.
Yes. Original shipping isn’t refunded, except on foundations covered by the Match Guarantee.
Yes, within 30 days of delivery, at no charge. The replacement ships free.
No. Items from authorized retailers go back to that retailer.
Annual pre-paid subscriptions are final sale.
(888) 795-4747, Monday to Saturday, 9AM–6PM ET.
bareminerals.com/pages/shipping-return-policy, 28 Sept 2026.
Concepts only, not live ads. Photography © bareMinerals / Orveon Global, from bareminerals.com. Scripts are concepts. Four of the thirteen are meme formats. The third-party templates (Drake, Pikachu, Always Has Been) need their rights cleared before running as paid. Every figure comes from bareminerals.com, the Meta Ad Library or cited press, 28 Sept 2026.
One number to protect, and a plan to spend more on Meta without it moving: more winning messages, creators with their own scripts, tested on a schedule, and stopped by gates we agree on before any money moves.
Cover photos: bareMinerals, bareminerals.com. Every figure marked “proposed” is Danilo’s plan, not bareMinerals data.
The number is blended CAC on Meta at the spend you want to reach. Everything below either protects it or tests whether it holds at a higher spend.
bareMinerals runs a real always-on program: ten brand ads sampled on 28 Sept, most with 5–7 versions each, all started in August. But the versions test cuts and audiences, not messages. Three of the ten Library IDs carry the same “#1 loose mineral foundation, 30+ years” line.
Meta Ad Library, “bareminerals”, US, active, read 28 Sept 2026. Library IDs in sources: 1064248382819351, 28119127227716028, 2382412395837652 (foundation); 1820962895555749, 1543665306646899 (sunscreen). The ~140 results include retailers, so they are not a clean count. The grouping is Danilo’s.
| DISTURBANCE | LIKELIHOOD | IMPACT | OWNER | GATE (PROPOSED) |
|---|---|---|---|---|
| Fatigue on the “30+ years” line | High | High | Danilo | Best ad CPA +20% over 7 days → rotate |
| Q4 auction costs | High | High | Danilo | CPM +30% vs Sept → hold tests, scale only winners |
| Retail cannibalization (Ulta, Sephora) | High | Med | bareMinerals | Holdout region agreed in week one |
| Shade-match returns | Med | Med | bareMinerals + Danilo | Exchange rate over baseline → push the shade finder |
| Sold-out hero SKUs | Med | High | bareMinerals | No paid traffic to sold-out product pages |
| Claim risk (SPF, skin-improving) | Low | High | bareMinerals legal | Only approved claim-library lines run |
| Landing page leak | Med | Med | Danilo | Concept page must beat product page CVR at equal traffic |
Scores are Danilo’s read from outside, to be re-scored in week one with your data. Two hero SKUs were sold out at capture (deluxe Original Loose, Gen Nude Liquid Eyeshadow).
| LINE | VALUE | STATUS |
|---|---|---|
| First order value | $36 | Proxy: ORIGINAL Mineral Veil price |
| Gross margin | 75% | ASSUMED, replace in week one |
| Refund rate, first orders | 8% | ASSUMED, replace in week one |
| Return shipping | Free | From the return policy (a cost, not income) |
| 12-month repeat orders | 0.8 per customer | ASSUMED, replace in week one |
| WEEK | NEW ADS LIVE | TEST BUDGET / AD (PROPOSED) | CREATORS POSTING | YOUR CAC TARGET |
|---|---|---|---|---|
| 1 | 5 | $300 | 0 | Set with you, day one |
| 2 | 6 | $300 | 2 | Set with you, day one |
| 3 | 8 | $300 | 5 | Set with you, day one |
| 4 | 8 | $300 | 5 | Set with you, day one |
| 5 | 8 | $400 | 7 | Set with you, day one |
| 6 | 8 | $400 | 7 | Set with you, day one |
Tests run inside your current budget. Winners replace spend on tired ads. They don’t add to it.
At a fixed hit rate, more concepts tested means more winners, and more winners means more spend held at the same CAC. The hit rate is an assumption until your last six months replace it.
| CONCEPTS TESTED / MONTH | HIT RATE (ASSUMED) | NEW WINNERS / MONTH | SPEND EACH WINNER HOLDS (ASSUMED) | ADDED SPEND AT TARGET CAC |
|---|---|---|---|---|
| 10 | 10% | 1 | $300 / day | $9,000 / month |
| 20 | 10% | 2 | $300 / day | $18,000 / month |
| 32 | 10% | 3.2 | $300 / day | $28,800 / month |
Proposed split. It shifts toward scaling as winners prove out, and toward testing when fatigue shows.
| CHANNEL | OPEN WHEN (PROPOSED) | WHY WAIT |
|---|---|---|
| TikTok (paid) | Meta CAC holds for 30 days at 1.5× spend | Same creative supply problem |
| YouTube | A creator tutorial beats the best Meta ad at equal spend | Long tutorials need a proven script first |
| Retail media (Ulta, Sephora) | Holdout shows Meta lift on retail | Otherwise it pays twice for one customer |
| Amazon / Buy With Prime | Buy With Prime conversion tracked separately | Muddies site CAC if blended |
A $36 setting powder is a small first order, so the second order decides payback: the foundation, a tinted moisturizer or a set. And some customers you acquire on Meta will buy at Ulta or Sephora, where your site never sees it. Payback has to be judged on 90-day cohorts plus a retail holdout, not on site ROAS.
Return terms from bareminerals.com shipping and return policy, 28 Sept 2026. The repeat rate is assumed.
| DAY | KEEP GOING IF (PROPOSED) | STOP OR CHANGE IF |
|---|---|---|
| 14 | At least 1 new ad is holding spend at target CAC | No new ad beats the control at equal spend |
| 30 | 2+ new winners, creator cost per 1,000 views $5 or better | Neither, so everything stops and nothing renews |
| 60 | Winners hold 14 days, roster at 7 | CAC up more than 10% at the higher spend |
| 90 | Spend up at the same CAC, roster at 10 | Payback not visible in 90-day cohorts |
| PIECE | EXISTS TODAY | MISSING | FORCED ORDER |
|---|---|---|---|
| Creative | Always-on, 5–7 versions per ad | Message variety | 1st |
| Creators | Kylie Kelce (NGL), Sami Bernstein Spalter | A roster with its own scripts | 2nd |
| Landing pages | Product and collection pages | Concept pages per message | 3rd |
| Reporting | Ad Library view only (from outside) | Per-ad CAC plus a retail holdout | Week 1 |
| FIGURE | SOURCE | TYPE |
|---|---|---|
| 10 brand ads sampled, 5–7 versions each, started Aug 2026 | Meta Ad Library, 28 Sept 2026 | Fact |
| $36 Mineral Veil · $32 Eye Brightener · $25 Gen Nude Liquid Eyeshadow | bareminerals.com product pages | Fact |
| 4.6/5 (232), 95% recommend · 4.9/5 (176) deluxe Original Loose | bareminerals.com product pages | Fact |
| 30-day returns, free return shipping, free exchanges | bareminerals.com/pages/shipping-return-policy | Fact |
| 1995 launch · 2010 Shiseido, a reported $1.8B | WWD, Happi | Fact |
| 75% margin · 8% refunds · 0.8 repeats · 10% hit rate | Placeholders | Assumed |
| 5→10 creators · $5,500 / $15,000 caps | Danilo | Proposed |
| 100M+ organic views a month (Tabs) | Danilo’s track record | As stated |
Week one: the blind-pick test on your past ads, and the first 5 new ads live against your best “30+ years” ad. By day 30 you have a keep-or-stop call on the numbers.
A roster of small everyday-makeup creators, each posting on a dedicated account from scripts we write, so the ads get new faces and new messages every week instead of new versions of “30+ years”.
Photos: bareMinerals, bareminerals.com. Figures marked “proposed” are Danilo’s plan.
| PIECE | WHAT IT IS (PROPOSED) |
|---|---|
| Roster | 5 creators in month one, +2 a month after day 30, up to 10 |
| Output | 7 short videos a week each, on a dedicated account she runs |
| Scripts | Written by us every Monday. No two creators on the same script in a week |
| Pay | Monthly retainer $500–1,500 by band, plus a bonus on breakout videos |
| Caps | $5,500 creator cost in month one, $15,000 a month at ten |
| Into ads | Best videos run as Meta partnership ads, each with its own message |
| Stop | Day-30 keep-or-stop call. Nothing renews without your yes |
At Tabs I ran a creator program on the same model: small creators, dedicated accounts, scripts every week. It reached 100M+ organic views a month. Two of those accounts are live: @naomixtabs and @tabs.monica.
Talking to camera, product in hand, filmed on a phone in a real room. For bareMinerals the same shape works: a bare face in window light, one swipe of loose foundation, the stick pulled from a gym bag.
Tabs examples from Danilo’s own program.
| DRIVER | WHAT WE DO |
|---|---|
| Volume | 7 a week each, so there are enough shots at a breakout |
| Variety | A different message per creator per week |
| Speed | Drafts reviewed within 24 hours |
| Selection | Creators scored monthly, the bottom one replaced |
| Reuse | Winners cut into partnership ads the same week |
| # | AD | LIBRARY ID | VERSIONS |
|---|---|---|---|
| 1 | “The #1 loose mineral foundation trusted for 30+ years” | 1064248382819351 | 7 |
| 2 | “What if mineral sunscreen could be ultra-light, invisible…” | 1543665306646899 | 7 |
| 3 | “The kind of sunscreen you won’t skip” (BARESKIN) | 1820962895555749 | 7 |
| 4 | Complexion Rescue Tinted Moisturizer, SPF 30 | 2131243597796724 | 7 |
| 5 | “A controlled dose of vitamins and minerals…” | 2911575525843480 | 7 |
| 6 | “Gym bag, console, purse, pocket” (Skin Tint Stick) | 1598543421662407 | 7 |
| 7 | “A press-to-dose setting powder…” | 969191112843062 | 7 |
| 8 | “The formula that started it all” | 2382412395837652 | 2 |
| 9 | “Ingredients. Not Marketing.” | 2332890817118193 | 6 |
| 10 | Sami Bernstein Spalter, “loving my complexion rescue!” | 1469807404981058 | 6 |
| 11 | NGL x bareMinerals, Kylie Kelce, code NGL | 1583043413515403 | multiple |
| 12 | NGL x bareMinerals, second unit | 1671780781036126 | multiple |
Meta Ad Library, “bareminerals”, US, active, read 28 Sept 2026.
| RISK | HOW IT’S HANDLED |
|---|---|
| SPF and skin-improving claims | Only approved lines from a claim library. SPF numbers exactly as on the pack, and no clinical or before/after claims unless the brand supplies them |
| “Clean” and mineral claims | Only the brand’s own wording: clean, vegan, cruelty-free, dermatologist-tested |
| Disclosure | Every post labelled #bareMineralsPartner / paid partnership |
| Existing partners | Kylie Kelce and Sami Bernstein Spalter stay with your team. We don’t touch those deals |
| Retail overlap | Creators link to bareminerals.com only, so the holdout stays clean |
The roster comes from small everyday-makeup creators, under 5,000 followers, who already film their base routine. The warm pool is the five TikTok creators already tied to the brand. Each one gets a paid two-week trial on three scripts before she joins.
The research found the brand’s existing creators and the biggest makeup names on TikTok. The existing ones are the warm pool. The big names are far past the under-5,000 roster cap, so they’re a reference for formats and a separate paid-partnership decision, not roster picks.
| # | WARM POOL | PLATFORM | SOURCE |
|---|---|---|---|
| 1 | @MorganTurnerMakeup | TikTok | bareMinerals partner (Modash) |
| 2 | @hanbeauty101 | TikTok | bareMinerals partner (Modash) |
| 3 | @hayleyco22 | TikTok | bareMinerals partner (Modash) |
| 4 | @Flaawsometalk | TikTok | bareMinerals partner (Modash) |
| 5 | @PattyAlonso | TikTok | bareMinerals partner (Modash) |
| 6 | Sami Bernstein Spalter | Meta | Paid partner, ad 1469807404981058 |
| 7 | Kylie Kelce (Not Gonna Lie) | Meta | Code partnership, ads 1583043413515403 / 1671780781036126 |
| # | REFERENCE (TOO BIG FOR THE ROSTER) | PLATFORM · FOLLOWERS | SOURCE |
|---|---|---|---|
| 8 | Mikayla Nogueira | TikTok | #3, Favikon 2026 |
| 9 | Noey Chotika (@cho_cosmetics) | TikTok | #7, Favikon 2026 |
| 10 | Angélica Monsiváis | TikTok · 4.6M | #9, Favikon 2026 |
| 11 | Theulyn Reis | TikTok · 19M | #10, Favikon 2026 |
| 12 | Jessica Hidalgo | TikTok · 1.4M | #13, Favikon 2026 |
| 13 | Maryna Molchanova | TikTok / YouTube | #15, Favikon 2026 |
| 14 | Wahmeko | TikTok · 540K | Insense.pro roundup |
| 15 | Meredith Duxbury | TikTok | Wikipedia |
| 16 | Daus Mendoza | TikTok / YouTube | Wikipedia |
Modash bareMinerals breakdown, Favikon “Top 20 Makeup Influencers on TikTok 2026”, Insense.pro, Wikipedia, Meta Ad Library, all read 28 Sept 2026. Follower counts only where the source gave them.
| BAND (PROPOSED) | RETAINER / MONTH | VIDEOS / WEEK | WHO |
|---|---|---|---|
| Starter | $500 | 7 | New to scripted content |
| Core | $1,000 | 7 | Past trial, steady views |
| Lead | $1,500 | 7 | Has a winning partnership ad |
Proposed. Month one at five creators is capped at $5,500 including bonuses.
The test is simple. By day 30, either organic cost per 1,000 views is $5 or better, or a creator ad beats your best “30+ years” ad at equal spend. If neither happens, the program stops.
| MONTH | CREATORS (PROPOSED) | VIDEOS / MONTH | CREATOR CAP (PROPOSED) |
|---|---|---|---|
| 1 | 5 | ~150 | $5,500 |
| 2 | 7 | ~210 | $9,500 |
| 3 | 9 | ~270 | $13,500 |
| 4+ | 10 | ~300 | $15,000 |
| ITEM | WHAT’S IN IT |
|---|---|
| Scripts | This week’s briefs, one message per creator |
| Report | Views, saves and cost per 1,000 views by creator |
| Ads | Which videos went into partnership ads, and how they did |
| Roster | Who’s up, who’s on notice, who’s next |
Kiss of Color Duo
Mineralist 6-Pan Eyeshadow Palette
Warmth Collection Eyeshadow Palette
Mineral Loose Eyecolor
Mineralist Eyeliner
Lashtopia Mascara
Strength & Length Mascara
GEN NUDE Powder Blush
