When Funmi Monet debuts her fragrance brand Influxious on Sephora’s website next week, she will become the first makeup content creator to go from reviewing scents to launching a line of her own. The stakes are high for “the godmother of PerfumeTok,” as one industry veteran called Monet: Retail partnerships with the LVMH-owned beauty giant can overwhelm brands that have never tested their products or messaging at scale. (I have horror stories about brands languishing on Sephora’s shelves right now…) Nor is it a zero-risk venture for Sephora, which co-developed Influxious with the influencer. “Everyone is watching to see if it works,” this person said. “It’s a huge proof point.”