Wellbel, creator engine

Ten creators, one hook library for Wellbel

Two creators go live each week until ten are filming. Every video starts from a Wellbel line we can quote, then one hook gets tested.

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

Shower shelf, day one with the Duo

Illustrative: a creator holds the Wellbel Detox + Restore Duo, reads the label, says one line from the claims sheet and shares her referral link.

Illustrative post

Part 1 of 15

Summary

Creator engine summary
Roster	Ten creators, two added each week	Live by week: 0, 2, 4, 6, 8, 10. The ramp takes six weeks and is a Proposed plan.
Who	Real hair-care users, men and women	People who use Wellbel Women, Wellbel Men, Wellbel Women+ or the Detox + Restore Duo in a real routine.
Production	Seven videos per creator each week	At ten creators that is 303 videos a month, filmed on a phone in five formats.
Pay	Caps of $600, $1,000 or $1,500	Three bands: Starter, Standard, Premium. All amounts are Proposed.
Bonus	$50 flat past 100,000 views	One bonus per creator per month, organic views only. Bonus at the cap: $300, $500, $700.
Compliance	A claims sheet of literal Wellbel lines	Creators quote the sheet and nothing else. A video that breaks it earns no bonus.
Category rule	No outcome promises, no medical claims	Only Wellbel's own wording, said as Wellbel's. Anything else goes to the lead before filming.
Goal	$1 per 1,000 views	Proposed target. At the starting assumptions the simulator shows $5.74 on $10,050 of cost.
Report	Every Monday, one row per creator	Videos, views, cost per 1,000 views and which of the five formats each creator posted.
Decision	Approve the first two creators	A yes starts week one. The ceiling stays $15,000 with all ten at the top cap, 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 to 100M monthly social impressions, and the paid ad engine ran alongside it. For Wellbel I would run the same playbook on hair supplements: briefs, a hook library, losers killed early. I have not run Health & Wellness before, so Wellbel's claims sheet and category rules lead.

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

196
Reviews on the Detox + Restore Duo
The Wellbel Detox + Restore Duo carries 196 reviews at 4.9. Creators would be joining a product that people already write about.
Published
Over 1 MILLION
Bottles sold, in Wellbel's own words
Wellbel's line reads Over 1 MILLION Bottles Sold! It is a line a creator can say as Wellbel's, with no extra proof needed from us.
Published
$10
Give $10, Get $10 is already a hook
Wellbel already runs a referral offer, so a creator video can end with a real action: send a friend the link and both get $10.
Published
$75+
Free U.S. shipping on orders of $75+
Wellbel offers free U.S. shipping on subscriptions and orders of $75+. The Duo at $76.00 clears that line on its own.
Published

Part 4 of 15

Principles

One number to protect
Cost per 1,000 views, with a Proposed target of $1. The simulator starts at $5.74, so every test has to move that one number.
One variable per test
Same product, same creator, one changed hook. Wellbel gives us the Duo, Women, Men and Women+ to rotate, so each read stays clean.
Losers killed early
A format that stalls after its first posts is dropped and its slot goes to the next hook. Seven videos per creator each week gives fast reads.
Claims sheet before camera
Every creator gets the literal Wellbel lines. Anything outside them goes to the lead in the channel first, never after posting.

Part 4 of 15, continued

One channel for everything

#briefs

Briefs, drafts, reviews and the weekly numbers

Illustrative

MarinaMon 8:30 AM
This week's brief: the shower shelf format with the Detox + Restore Duo. One hook, one line from the claims sheet, seven videos by Sunday.
Report botAppMon 9:00 AM
Weekly report posted: videos, views and cost per 1,000 views by creator and by format. Two formats are flagged to stop.
JulesTue 11:05 AM
Can I tell people my hair got thicker after a few weeks on Wellbel Women?
Not as a result. Stick to the sheet: Wellbel stands for fewer ingredients and greater results. Say it as Wellbel's line, not as proof.
MarinaWed 2:15 PM
Draft sent back to Tavi: the line about fixing hair loss is out. Keep the Give $10, Get $10 hook and reshoot the first three seconds.
Claims botAppThu 10:00 AM
Claims check: all drafts this week match the sheet. One caption was removed for promising an outcome. No bonus is affected.
RemyFri 4:40 PM
The Wellbel Men routine video passed 100,000 views overnight.
Great. The bonus is $50 flat, one per creator each month. We check the views are organic first, then save the hook.

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
Shower shelf
“You 100% need this in your shower. Like, yesterday.”
Phone on the shower shelf, Detox + Restore Duo in frame, one take. Say the line, show both bottles, then your routine.
Brief 02
Give and get
“Give $10, Get $10”
Talk to camera holding Wellbel Women, then show yourself sending your referral link to a friend. One take, under a minute.
Brief 03
Men's routine
“Strong Hair, Zero Compromise.”
Bathroom mirror, Wellbel Men in hand, morning routine. Show the label's three capsules once daily, then your next step.
Brief 04
Less is more
“Learn more about why we believe less is more.”
Counter shot of Wellbel Women+. Read the front of the label aloud, turn the bottle to show two angles, close on the name.
Brief 05
Ninety-day diary
“Wellbel stands for fewer ingredients and greater results.”
Film week one, then a short check-in each month with Wellbel Men on the shelf. Describe your routine and make no promises.

Every product line in a video comes off the claims sheet word for word, for example “Wellbel stands for fewer ingredients and greater results.”, “90-day money back guarantee”, “Subscribe & save up to 20% on our physician-formulated hair supplements for men & women.”. Product names are said as printed.

Part 6 of 15

Recruiting

Four sources in

Existing customers
The Detox + Restore Duo has 196 reviews. We invite people who already write about their routine and ask if they would post on camera.
Hair-type specialists
Wellbel words its ingredients as working for hair types and textures from 1a-4c. We recruit across straight, wavy, curly and coily.
Marketplaces and direct messages
Cold outreach to hair, grooming and wellness creators who post weekly, with the five formats attached so the ask is clear.
Affiliate or ambassador page
No affiliate or ambassador page was found on the site, so there is no program to inherit. We build a simple intake form instead.

Five filters, fewer each step

1Real hair, real routine
They already wash, style or supplement on camera. No staged hair story.
2Clean phone footage
Bright, steady, audible. One take works if the hook lands.
3No claims history
Past posts show no cure talk, no before-and-after proof, no doctor role-play.
4Audience fits a product
Women, women in midlife, men or curly hair: each fits one Wellbel product.
5Seven a week is doable
They can post seven videos a week and take notes without a fight.

Part 7 of 15

Who we pick

Everyday hair-routine voice
Posts wash day and daily routines for a young women's audience, and talks about what she actually uses.
Likely product: Wellbel Women
Midlife wellness voice
Speaks to women in perimenopause and menopause about routine and daily habits, never about outcomes.
Likely product: Wellbel Women+
Men's grooming creator
Talks openly about thinning hair and a no-fuss morning routine to a male audience.
Likely product: Wellbel Men
Curly-hair educator
Covers curl care across textures and shows how a conditioner sits in a real wash day.
Likely product: Wellbel Restorative Conditioner
Shower-routine storyteller
Films the shower shelf and explains each step of a scalp-care routine in plain words.
Likely product: Wellbel Gelée Detox Shampoo
Bundle and savings reader
Reads labels and prices, explains subscriptions and bundles to viewers who compare before buying.
Likely product: Wellbel Women Bundle

Left off, every time

Always left out: anyone who promises a health outcome, uses before-and-after photos as proof, speaks as a doctor, or compares Wellbel to a drug. Creators who do not really use the product are out too. Category rule: only Wellbel's own wording, said as Wellbel's.

Part 8 of 15

First twenty

Curly-hair educators who show wash day from start to finish
Women in their twenties and thirties with a daily hair routine
Women in perimenopause or menopause who talk routine, not outcomes
Men who talk openly about hair thinning and their daily routine
Shower-routine creators who film in a real bathroom
Hair-care reviewers with a steady weekly posting habit
Wellness creators who already take daily supplements on camera
Stylists who explain scalp care in plain words
Subscription fans who explain how a monthly routine works
Gym and morning-routine creators with a steady male audience
Parents who post short routines between school runs
Creators with a long hair journey documented over months
Creators who film clean, bright product shots
Creators who explain ingredient labels without medical claims
Couples who share a bathroom shelf and a routine
Creators who already post referral links with clear disclosure
Beauty creators with a US and Canada audience
Creators outside the US and Canada for the international shop
Label-reading skeptics who ask honest questions
Existing Wellbel customers who already post about their hair

Part 9 of 15

Claims sheet

Approved, word for word

Quoted exactly as the brand publishes it.

“Wellbel stands for fewer ingredients and greater results.”
Opening or closing line of any video
“Over 1 MILLION Bottles Sold!”
Voiceover or caption, said as Wellbel's own line
“90-day money back guarantee”
Closing line, next to the link
“Subscribe & save up to 20% on our physician-formulated hair supplements for men & women.”
Subscription call to action
“Free U.S. Shipping on Subscriptions & Orders $75+”
Only when the viewer is shopping in the U.S.
“Give $10, Get $10”
Referral format and caption
“No, Wellbel is formulated with natural ingredients and is 100% drug-free.”
Only when a viewer asks whether it is a drug

Never said

Each one with the reason it stays out.

Wellbel regrows your hair
A promised outcome. Wellbel's own wording is about supporting hair growth.
Guaranteed results in two weeks
Wellbel talks about a timeline of months, so a two-week promise contradicts it.
Better than the prescription options
A comparison to drugs that nothing in Wellbel's wording supports.
Safe for everyone, pregnancy included
Wellbel tells people with questions to consult a healthcare provider.
I'm a doctor and I recommend it
A creator speaking as a physician. The brand's physician wording belongs to Wellbel.
Stops hair loss for good
A permanent health outcome. Never allowed in any video or caption.
Wellbel Men has no side effects
Wellbel says it was developed to minimize common side effects, not remove them.

To confirm with the brand

Held until someone on the brand side signs off.

Subscription savings tiers of 12% and 20%
Confirm with Wellbel which orders each tier covers before a creator quotes either.
Free shipping offers by market
Wellbel splits US & Canada from International. Confirm which offer applies where.

Part 10 of 15

Pay

Starter
$300–600
a month, by band
For new creators with a real routine and a small audience; they prove one format first.
Bonus at the cap: $300
Standard
$500–1,000
a month, by band
For creators who hit the weekly volume and keep their claims sheet clean.
Bonus at the cap: $500
Premium
$800–1,500
a month, by band
For creators whose videos reach past their own followers, proven over several weeks.
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, even if several videos pass 100,000 views.
The bonus is $50 flat for a video that passes 100,000 views.
Only organic views count; paid spend on a video does not move it over the line.
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 the starting assumptions, 303 videos a month reach 1.8M views and cost $5.74 per 1,000 against the $1 target. Either 4.2% of videos go viral or the median video reaches 21,711 views.

Program facts

Wellbel 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

Week 0
Warm-up
Hook library built from the five formats, claims sheet approved by Wellbel, channel opened, intake form live. Zero creators live yet.
Month 1
Ramp to ten
Two creators join each week until ten are live, each at seven videos a week. First losers are killed early.
Month 2
All ten posting
303 videos a month. Best hooks stay, and products rotate across the Duo, Women, Men and Women+ to keep tests clean.
Month 3
Bands move on results
Starter, Standard and Premium caps stay at $600, $1,000 and $1,500. Videos past 100,000 views earn the $50 bonus.
Day 90
Review against $1
Cost per 1,000 views against the $1 target. Wellbel decides whether to scale, hold or stop, based on the reports.
Ceiling
Monthly maximum
All ten creators at the $1,500 top cap, bonuses excluded, reaches $15,000. Proposed as the ceiling, not the plan.

$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: one row per creator with videos posted, views, cost per 1,000 views against the $1 target, and which format each posted. Winners and losers named.

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	Shower shelf with the Detox + Restore Duo	7	2.1K	25K	$3.37	$0	None	Keep
Creator B	Standard	Give and get with Wellbel Women	7	1.4K	8.4K	$9.83	$0	Claim check	Replace
Creator C	Premium	Men's routine with Wellbel Men	6	1.8K	54K	$7.94	$0	None	Watch
Creator D	Starter	Less is more with Wellbel Women+	5	900	3.6K	$12.99	$0	Over cap?	Replace
Creator E	Standard	Ninety-day diary with Wellbel Men	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 winners
After organic posting, choose videos past 100,000 views or with the lowest cost per 1,000 views.
Ask the creator
The creator agrees in writing that Wellbel may run the video as an ad. Any extra pay is agreed first.
Test small
Run the winner as a paid ad with one variable changed, such as the first three seconds.
Scale or stop
Scale what beats the $1 target. Stop what does not, and send the lesson back to the hook library.

From the video to the checkout

Send viewers to Shop All, then to the product the creator showed.
Point to the subscription: save up to 20%, delivered monthly.
Mention free U.S. shipping on orders of $75+ only to U.S. viewers.
Keep the 90-day money back guarantee in the checkout copy.
Viewers outside US & Canada go to Shop International.

Part 15 of 15

Category rules

Hair supplements: what creators may say

Wellbel sells physician-formulated hair supplements and haircare. These six rules apply to every creator, every video and every caption, from the first week.

Wellbel's words only
Claims come from the sheet, copied literally and said as Wellbel's own line. If the sheet does not say it, the creator does not say it.
No outcome promises
Wellbel says results typically appear within 3–6 months. Creators never promise a result, a date or a before-and-after, and never imply a guaranteed outcome.
Show the routine honestly
Film the real routine: three capsules once daily as the label says, the shower step, the bottle. No staged transformations and no edited comparisons.
No drug comparisons
Never compare Wellbel to prescriptions or name a drug. The only drug line allowed is Wellbel's own: natural ingredients and 100% drug-free.
Questions go to the lead
Pregnancy, age or health questions are answered with consult a healthcare provider, as Wellbel advises, and flagged in the claims channel.
Disclose every paid post
Every video says it is paid or gifted in the first line of the caption. A video that breaks the sheet or this rule earns no $50 bonus.

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 the Detox + Restore Duo

Bottles sold, in Wellbel's own words

Give $10, Get $10 is already a hook

Free U.S. shipping on orders of $75+

One number to protect

One variable per test

Losers killed early

Claims sheet before camera

Shower shelf

Give and get

Men's routine

Less is more

Ninety-day diary

Four sources in

Five filters, fewer each step

Everyday hair-routine voice

Midlife wellness voice

Men's grooming creator

Curly-hair educator

Shower-routine storyteller

Bundle and savings reader

Left off, every time

Approved, word for word

Never said

To confirm with the brand

Starter

Standard

Premium

Warm-up

Ramp to ten

All ten posting

Bands move on results

Review against $1

Monthly maximum

From organic to paid

From the video to the checkout

Hair supplements: what creators may say

Wellbel's words only

No outcome promises

Show the routine honestly

No drug comparisons

Questions go to the lead

Disclose every paid post

Want to see the first briefs?