Mariya Nurislamova is most effective often known as the co-founder and CEO of Scentbird, the popular subscription services billed given that the “Netflix of perfume.” Over time she has also launched Deck of Scarlet, a immediate-to-customer attractiveness model, and Drift, a scent-targeted auto accent line.
However, by night time she transforms into a spiritual teacher, intuitive, channel, artist, and author—roles mirrored in her prolific YouTube channel “This is Mariya,” that has amassed in excess of 102,000 subscribers and capabilities much more than one,200 films. Her spiritual messages blend guided meditations, Strength channeling, and cosmic philosophy, attracting a major and engaged audience.
Digital Existence & Material
On YouTube, Mariya’s output spans:
Meditations & channeling sessions: Focused on chakras, energy portals, therapeutic, and quantum manifestation.
Intuitive Q&A videos: Open up, particular interactions the place she addresses viewers’ deepest inquiries.
Limited-form clips and motivational posts: Shared across TikTok, Instagram, and Spotify, contributing to her approximated ~300,000 followers throughout platforms.
Her cross-System achieve tends to make her a noteworthy voice in the modern spirituality arena.
Entrepreneurial Journey
When her spiritual identity thrives on the web, her founder persona is rooted in tangible enterprise achievements:
Scentbird (2014–current): A membership product providing above 800 fragrance selections to ~seven-hundred,000 subscribers while in the U.S. and Canada, backed by YC and increasing above $25 million in venture funding.
Deck of Scarlet: A attractiveness membership palette introduced in 2018–19, collaborating with prime influencers to offer curated make-up kits underneath $30 each and every two months.
Drift: A seamless nod to her scent-obsessed branding, delivering fragrance methods to autos.
Her entrepreneurial increase has long been commonly coated by business retailers including Inc. and Makeup.com, highlighting her rags-to-riches immigrant story and early enthusiasm for fragrances.
The Awakening: Spiritual Turn in 2018
In 2018, Mariya seasoned what she describes to be a spiritual awakening—marked by impetus toward angelic channeling, visions, and intuitive “downloads.” Shortly after, she introduced her spirituality-centered content across YouTube, Instagram, and TikTok.
Due to the fact then, her material has delved into:
Living in “the Matrix”, a simulated actuality framework.
Healing via Vitality, like promises like self-therapeutic most cancers 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 further spiritual indicating.
These significant-assertion beliefs inevitably collided along with her general public profile.
Controversies & Community Backlash
By mid-2024, Mariya’s spiritual information began to conflict with her company graphic. The Business of Fashion reported on subscribers, influencers, and also internal mirrored brands raising alarms soon after getting statements about Hitler like a Trainer of “3D planet warfare,” denials of disease, and crystal divination—all underneath Mariya’s true name.
Notable critics:
YouTuber Keya’s Planet and Zachary Michael stated mariya nurislamova scentbird they’d no more collaborate with Scentbird.
Reddit threads like r/BeautyGuruChatter have openly referred to as out her pseudoscientific promises and questioned the caliber of Scentbird’s assistance.
Despite the backlash, Mariya insists she retains her identities unique and stands by her spiritual mission, unbowed by force to eliminate written content .
Strengths & Strategic Deserves
one. Authentic Dual Persona
Mariya’s mixture of tech entrepreneurship and spiritual educating is unheard of among her peers. It offers:
An authentic own brand that resonates with individuals looking for further connections.
Diversified revenue streams across retreat situations ($1,111 to $one hundred twenty five,000) and personal channeling periods.
two. Scale & Impact
Organization development: Scentbird studies 45–fifty% YoY development given that 2022, profitability considering the fact that 2019, with annual revenues surpassing $100 million.
Cultural visibility: Her spiritual channel garners countless Many views for every video, producing viral cultural presence.
3. Loyal Community
Around 1,200 movies and regular uploads have constructed a cult-like following of seekers open to her Vitality-primarily based and mystical choices.
Rising Hazards & Id Troubles
Brand Name Chance
Investors, staff members, and buyers may possibly check out Mariya’s metaphysical claims as off-putting, perhaps eroding manufacturer belief.
Material Moderation & Liability
Bold claims in wellbeing and spirituality may invite social-platform warnings, regulatory scrutiny, or debates more than ethical duty in influence.
Stakeholder Confusion
Even with her assurances, traders continue to be mostly unaware of her spiritual identification. Any perceived misalignment could strain stakeholder self esteem.
Route Forward: Navigating Dual Tracks
Clearer Boundaries
Mariya might compartmentalize her spiritual and enterprise worlds far more proficiently—keeping spiritual material on different platforms or beneath 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 more ethereal content material with evidenced-based steerage, she could grow her base even though reducing alienation.
Ultimate Views
Mariya Nurislamova stands in a uncommon intersection—where undertaking‑quality entrepreneurship satisfies spiritual authority. She has constructed a scalable, financially rewarding small business empire, whilst capturing the imaginations of digital-age spiritual seekers.
But this pretty duality is her best asset and biggest problem. The mystic as well as CEO co-exist in one human being, making friction. How Mariya navigates this frontier—possibly by distinguishing her voices or by harmonizing them—will determine her long run 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 one eclipse the other?
This resonates as being a cautionary tale in our age of founder transparency: When beliefs are general public, ambition and authenticity wander a fine line.
In brief, Mariya Nurislamova isn't any common CEO. She is a visionary entrepreneur, a channel for spiritual messages, plus a cultural determine navigating the messy overlap of business and perception. Her future moves might chart new territory—not just in fragrance, but in how small business leaders condition their identities within the electronic spiritual age.