Mariya Nurislamova is most effective called the co-founder and CEO of Scentbird, the favored membership provider billed given that the “Netflix of perfume.” Over time she has also released Deck of Scarlet, a immediate-to-consumer magnificence brand name, and Drift, a scent-focused automobile accessory line.
Nevertheless, by night time she transforms right into a spiritual Instructor, intuitive, channel, artist, and writer—roles reflected in her prolific YouTube channel “That is Mariya,” that has amassed around 102,000 subscribers and attributes over one,200 video clips. Her spiritual messages Mix guided meditations, Vitality channeling, and cosmic philosophy, attracting a substantial and engaged viewers.
Digital Existence & Content material
On YouTube, Mariya’s output spans:
Meditations & channeling periods: Centered on chakras, Power portals, therapeutic, and quantum manifestation.
Intuitive Q&A videos: Open, personal interactions in which she addresses viewers’ deepest inquiries.
Shorter-form clips and motivational posts: Shared across TikTok, Instagram, and Spotify, contributing to her approximated ~three hundred,000 followers throughout platforms.
Her cross-System achieve makes her a noteworthy voice in the trendy spirituality arena.
Entrepreneurial Journey
Even though her spiritual identification thrives online, her founder persona is rooted in tangible small business achievements:
Scentbird (2014–existing): A subscription design featuring over 800 fragrance choices to ~700,000 subscribers in the U.S. and Canada, backed by YC and boosting around $twenty five million in enterprise funding.
Deck of Scarlet: A splendor subscription palette launched in 2018–19, collaborating with leading influencers to provide curated make-up kits underneath $30 each two months.
Drift: A seamless nod to her scent-obsessed branding, offering fragrance alternatives to cars.
Her entrepreneurial rise continues to be widely included by business enterprise retailers including Inc. and Make-up.com, highlighting her rags-to-riches immigrant story and early passion for fragrances.
The Awakening: Spiritual Transform in 2018
In 2018, Mariya knowledgeable what she describes as being a spiritual awakening—marked by impetus toward angelic channeling, visions, and intuitive “downloads.” Quickly just after, she launched her spirituality-centered material across YouTube, Instagram, and TikTok.
Due to the fact then, her material has delved into:
Residing in “the Matrix”, a simulated fact framework.
Therapeutic by way of Strength, which include claims like self-therapeutic cancer or AIDS and processing miscarriage like a karmic selection.
Interstellar beings and ancestral karmic trauma—such as associations of black hair or crooked enamel with deeper spiritual this means.
These large-assertion beliefs sooner or later collided along with her public profile.
Controversies & Public Backlash
By mid-2024, Mariya’s spiritual content material began to conflict together with her corporate image. The Company of Manner reported on subscribers, influencers, and even internal mirrored makes elevating alarms just after getting statements about Hitler like a Trainer of “3D planet warfare,” denials of disorder, and crystal divination—all below Mariya’s real title.
Notable critics:
YouTuber Keya’s World and Zachary Michael said they’d no more collaborate with Scentbird.
Reddit threads like r/BeautyGuruChatter have overtly termed out her pseudoscientific claims and questioned the caliber of Scentbird’s service.
Despite the backlash, Mariya insists she retains her identities distinctive and stands by her spiritual mission, unbowed by tension to eliminate material .
Strengths & Strategic Merits
1. Authentic Dual Persona
Mariya’s mixture of tech entrepreneurship and spiritual training is unusual amid her peers. It provides:
An reliable personal brand that resonates with customers in search of deeper connections.
Diversified revenue streams throughout retreat gatherings ($1,111 to $125,000) and personal channeling sessions.
two. Scale & Influence
Company growth: Scentbird reports forty five–fifty% YoY advancement considering the fact that 2022, profitability considering the fact that 2019, with yearly revenues surpassing $100 million.
Cultural visibility: Her spiritual channel garners many hundreds of Countless sights per online video, making viral cultural existence.
3. Loyal Group
Over 1,200 movies and scentbird ceo regular uploads have constructed a cult-like subsequent of seekers open up to her energy-based and mystical choices.
Emerging Threats & Identity Difficulties
Brand name Standing Danger
Investors, personnel, and clients may possibly watch Mariya’s metaphysical statements as off-Placing, potentially eroding brand trust.
Material Moderation & Liability
Daring claims in well being and spirituality could invite social-System warnings, regulatory scrutiny, or debates above moral accountability in influence.
Stakeholder Confusion
Inspite of her assurances, traders stay mainly unaware of her spiritual identification. Any perceived misalignment could pressure stakeholder self-assurance.
Route In advance: Navigating Dual Tracks
Clearer Boundaries
Mariya may well compartmentalize her spiritual and company worlds more correctly—maintaining spiritual material on different platforms or below a pseudonym.
Embracing Convergence
Alternatively, she could lean into your fusion—integrating wellness factors into her makes (e.g., a Scentbird scent + meditation bundle).
Refining Messaging
By grounding her much more ethereal information with evidenced-based direction, she could grow her base whilst minimizing alienation.
Last Ideas
Mariya Nurislamova stands at a uncommon intersection—in which enterprise‑grade entrepreneurship satisfies spiritual authority. She has crafted a scalable, lucrative business empire, while capturing the imaginations of electronic-age spiritual seekers.
Still this pretty duality is her biggest asset and biggest problem. The mystic along with the CEO co-exist in one man or woman, making friction. How Mariya navigates this frontier—both by distinguishing her voices or by harmonizing them—will determine her foreseeable future 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 like a cautionary tale within our age of founder transparency: When beliefs are general public, ambition and authenticity walk a wonderful line.
In short, Mariya Nurislamova is no standard CEO. She's a visionary entrepreneur, a channel for spiritual messages, as well as a cultural determine navigating the messy overlap of company and belief. Her up coming moves may well chart new territory—not simply in fragrance, but in how business enterprise leaders condition their identities from the electronic spiritual age.