Mariya Nurislamova is finest often known as the co-founder and CEO of Scentbird, the favored membership service billed given that the “Netflix of perfume.” Over the years she has also introduced Deck of Scarlet, a immediate-to-purchaser beauty brand, and Drift, a scent-targeted motor vehicle accent line.
On the other hand, by night time she transforms right into a spiritual Instructor, intuitive, channel, artist, and author—roles reflected in her prolific YouTube channel “This really is Mariya,” which has amassed above 102,000 subscribers and characteristics in excess of 1,two hundred video clips. Her spiritual messages blend guided meditations, Electrical power channeling, and cosmic philosophy, attracting an important and engaged viewers.
Digital Existence & Content material
On YouTube, Mariya’s output spans:
Meditations & channeling classes: Focused on chakras, energy portals, healing, and quantum manifestation.
Intuitive Q&A video clips: Open, own interactions wherever she addresses viewers’ deepest queries.
Limited-variety clips and motivational posts: Shared across TikTok, Instagram, and Spotify, contributing to her estimated ~three hundred,000 followers throughout platforms.
Her cross-System reach helps make her a notable voice in the modern spirituality arena.
Entrepreneurial Journey
When her spiritual identity thrives on the net, her founder persona is rooted in tangible company achievements:
Scentbird (2014–present): A subscription model giving about 800 fragrance options to ~700,000 subscribers within the U.S. and Canada, backed by YC and raising over $twenty five million in venture funding.
Deck of Scarlet: A attractiveness subscription palette launched in 2018–19, collaborating with top influencers to provide curated make-up kits below $30 each individual two months.
Drift: A seamless nod to her scent-obsessed branding, offering fragrance remedies to automobiles.
Her entrepreneurial increase has long been commonly coated by business stores which include Inc. and Makeup.com, highlighting her rags-to-riches immigrant Tale and early passion for fragrances.
The Awakening: Spiritual Flip in 2018
In 2018, Mariya professional what she describes being a spiritual awakening—marked by impetus toward angelic channeling, visions, and intuitive “downloads.” Shortly right after, she released her spirituality-targeted content across YouTube, Instagram, and TikTok.
Because then, her information has delved into:
Living in “the Matrix”, a simulated fact framework.
Therapeutic by using Vitality, including statements like self-therapeutic most cancers or AIDS and processing miscarriage like a karmic preference.
Interstellar beings and ancestral karmic trauma—which includes associations of black hair or crooked enamel with deeper spiritual that means.
These superior-assertion beliefs at some point collided together with her general public profile.
Controversies & Public Backlash
By mid-2024, Mariya’s spiritual articles started to conflict along with her company image. The Organization of Manner reported on subscribers, influencers, and in some cases inside mirrored models raising alarms following exploring statements about Hitler for a Trainer of “3D World warfare,” denials of disease, and crystal divination—all below Mariya’s actual title.
Notable critics:
YouTuber Keya’s Entire world and Zachary Michael said they’d no more collaborate with Scentbird.
Reddit threads like r/BeautyGuruChatter have brazenly identified as out scentbird ceo her pseudoscientific promises and questioned the standard of Scentbird’s assistance.
Regardless of the backlash, Mariya insists she retains her identities unique and stands by her spiritual mission, unbowed by strain to get rid of material .
Strengths & Strategic Merits
1. Reliable Twin Persona
Mariya’s combination of tech entrepreneurship and spiritual instructing is unusual amid her peers. It provides:
An reliable own model that resonates with people trying to find deeper connections.
Diversified revenue streams throughout retreat functions ($1,111 to $125,000) and personal channeling periods.
2. Scale & Impact
Small business progress: Scentbird reviews forty five–fifty% YoY development because 2022, profitability since 2019, with once-a-year revenues surpassing $100 million.
Cultural visibility: Her spiritual channel garners hundreds of Countless views for every video clip, creating viral cultural existence.
3. Loyal Community
About 1,two hundred videos and reliable uploads have developed a cult-like next of seekers open to her energy-dependent and mystical choices.
Emerging Threats & Identity Troubles
Brand name Name Danger
Traders, workers, and shoppers might watch Mariya’s metaphysical claims as off-putting, perhaps eroding manufacturer have confidence in.
Written content Moderation & Liability
Bold statements in health and fitness and spirituality might invite social-platform warnings, regulatory scrutiny, or debates about moral responsibility in influence.
Stakeholder Confusion
Even with her assurances, buyers keep on being largely unaware of her spiritual identity. Any perceived misalignment could strain stakeholder self confidence.
Route Forward: Navigating Twin Tracks
Clearer Boundaries
Mariya could compartmentalize her spiritual and business worlds much more properly—retaining spiritual written content on different platforms or under a pseudonym.
Embracing Convergence
Alternatively, she could lean into the fusion—integrating wellness components into her brand names (e.g., a Scentbird scent + meditation bundle).
Refining Messaging
By grounding her a lot more ethereal articles with evidenced-based mostly direction, she could grow her base although minimizing alienation.
Last Thoughts
Mariya Nurislamova stands in a exceptional intersection—wherever enterprise‑grade entrepreneurship meets spiritual authority. She has crafted a scalable, financially rewarding business enterprise empire, when capturing the imaginations of electronic-age spiritual seekers.
But this extremely duality is her finest asset and largest challenge. The mystic and the CEO co-exist in a single particular person, making friction. How Mariya navigates this frontier—possibly by distinguishing her voices or by harmonizing them—will outline her potential legacy.
Will Scentbird remain a fragrance staple with neutral branding?
Will her spiritual mission evolve right into a mainstream wellness movement?
Can these paths co-exist, or will a person eclipse the opposite?
This resonates like a cautionary tale inside our age of founder transparency: When beliefs are community, ambition and authenticity wander a wonderful line.
In brief, Mariya Nurislamova is not any regular CEO. She's a visionary entrepreneur, a channel for spiritual messages, plus a cultural determine navigating the messy overlap of organization and perception. Her following moves might chart new territory—not simply in fragrance, but in how company leaders form their identities in the digital spiritual age.