Mariya Nurislamova is best known as the co-founder and CEO of Scentbird, the popular subscription company billed because the “Netflix of perfume.” Over time she has also released Deck of Scarlet, a immediate-to-shopper natural beauty brand name, and Drift, a scent-targeted car accessory line.
However, by evening she transforms into a spiritual Trainer, intuitive, channel, artist, and author—roles mirrored in her prolific YouTube channel “This is often Mariya,” that has amassed around 102,000 subscribers and attributes in excess of one,200 films. Her spiritual messages blend guided meditations, Electricity channeling, and cosmic philosophy, attracting a significant and engaged audience.
Electronic Existence & Articles
On YouTube, Mariya’s output spans:
Meditations & channeling periods: Centered on chakras, energy portals, therapeutic, and quantum manifestation.
Intuitive Q&A video clips: Open up, particular interactions the place she addresses viewers’ deepest queries.
Shorter-form clips and motivational posts: Shared across TikTok, Instagram, and Spotify, contributing to her estimated ~three hundred,000 followers across platforms.
Her cross-System get to would make her a notable voice in the fashionable spirituality arena.
Entrepreneurial Journey
Although her spiritual id thrives on the web, her founder persona is rooted in tangible organization achievements:
Scentbird (2014–existing): A subscription model featuring around 800 fragrance possibilities to ~seven hundred,000 subscribers inside the U.S. and Canada, backed by YC and increasing in excess of $twenty five million in enterprise funding.
Deck of Scarlet: A magnificence membership palette launched in 2018–19, collaborating with prime influencers to offer curated make-up kits under $thirty every single two months.
Drift: A seamless nod to her scent-obsessed branding, providing fragrance methods to automobiles.
Her entrepreneurial rise has actually been widely coated by company outlets such as Inc. and Make-up.com, highlighting her rags-to-riches immigrant Tale and early passion for fragrances.
The Awakening: Spiritual Turn in 2018
In 2018, Mariya experienced what she describes to be a spiritual awakening—marked by impetus towards angelic channeling, visions, and intuitive “downloads.” Quickly after, she introduced her spirituality-centered information across YouTube, Instagram, and TikTok.
Due to the fact then, her information has delved into:
Living in “the Matrix”, a simulated reality framework.
Healing via Electricity, together with claims like self-healing cancer or AIDS and processing miscarriage as a karmic option.
Interstellar beings and ancestral karmic trauma—such as associations of black hair or crooked enamel with deeper spiritual that means.
These high-assertion beliefs sooner or later collided scentbird ceo along with her public profile.
Controversies & Public Backlash
By mid-2024, Mariya’s spiritual information started to conflict with her corporate picture. The Small business of Manner noted on subscribers, influencers, and in some cases interior mirrored brands raising alarms right after getting statements about Hitler to be a Trainer of “3D World warfare,” denials of disease, and crystal divination—all under Mariya’s genuine name.
Notable critics:
YouTuber Keya’s Globe and Zachary Michael stated they’d no longer collaborate with Scentbird.
Reddit threads like r/BeautyGuruChatter have openly known as out her pseudoscientific claims and questioned the quality of Scentbird’s services.
Despite the backlash, Mariya insists she retains her identities distinctive and stands by her spiritual mission, unbowed by force to get rid of articles .
Strengths & Strategic Merits
1. Authentic Dual Persona
Mariya’s blend of tech entrepreneurship and spiritual training is unheard of between her peers. It provides:
An reliable particular model that resonates with buyers searching for deeper connections.
Diversified earnings streams throughout retreat activities ($1,111 to $a hundred twenty five,000) and private channeling sessions.
two. Scale & Influence
Business advancement: Scentbird stories 45–50% YoY advancement considering the fact that 2022, profitability given that 2019, with annual revenues surpassing $100 million.
Cultural visibility: Her spiritual channel garners numerous Countless sights for each video clip, producing viral cultural presence.
3. Faithful Community
Over 1,two hundred films and reliable uploads have created a cult-like next of seekers open up to her Power-based mostly and mystical choices.
Rising Risks & Identification Difficulties
Brand Name Danger
Traders, employees, and buyers may look at Mariya’s metaphysical promises as off-putting, perhaps eroding manufacturer believe in.
Information Moderation & Legal responsibility
Bold claims in wellbeing and spirituality may invite social-platform warnings, regulatory scrutiny, or debates in excess of moral obligation in impact.
Stakeholder Confusion
Regardless of her assurances, traders continue being mainly unaware of her spiritual id. Any perceived misalignment could pressure stakeholder self-assurance.
Path Forward: Navigating Dual Tracks
Clearer Boundaries
Mariya may possibly compartmentalize her spiritual and business worlds extra efficiently—protecting spiritual content material on independent platforms or less than a pseudonym.
Embracing Convergence
Alternatively, she could lean into the fusion—integrating wellness things into her brand names (e.g., a Scentbird scent + meditation bundle).
Refining Messaging
By grounding her additional ethereal articles with evidenced-based mostly steering, she could develop her base when reducing alienation.
Remaining Thoughts
Mariya Nurislamova stands at a scarce intersection—where venture‑quality entrepreneurship satisfies spiritual authority. She has constructed a scalable, rewarding small business empire, while capturing the imaginations of electronic-age spiritual seekers.
Yet this pretty duality is her finest asset and largest problem. The mystic along with the CEO co-exist in one person, building friction. How Mariya navigates this frontier—possibly by distinguishing her voices or by harmonizing them—will outline her long term legacy.
Will Scentbird remain a fragrance staple with neutral branding?
Will her spiritual mission evolve into a mainstream wellness movement?
Can these paths co-exist, or will just one eclipse another?
This resonates to be a cautionary tale within our age of founder transparency: When beliefs are general public, ambition and authenticity stroll a fine line.
Briefly, Mariya Nurislamova is no standard CEO. She is a visionary entrepreneur, a channel for spiritual messages, and also a cultural figure navigating the messy overlap of small business and belief. Her upcoming moves might chart new territory—not simply in fragrance, but in how company leaders form their identities in the digital spiritual age.