Mariya Nurislamova is ideal often called the co-founder and CEO of Scentbird, the popular membership services billed given that the “Netflix of perfume.” Over the years she has also introduced Deck of Scarlet, a immediate-to-customer natural beauty brand, and Drift, a scent-centered car accessory line.
On the other hand, by night she transforms into a spiritual Instructor, intuitive, channel, artist, and author—roles mirrored in her prolific YouTube channel “This is Mariya,” which has amassed above 102,000 subscribers and capabilities greater than 1,200 movies. Her spiritual messages blend guided meditations, Electricity channeling, and cosmic philosophy, attracting an important and engaged audience.
Electronic Existence & Content material
On YouTube, Mariya’s output spans:
Meditations & channeling sessions: Focused on chakras, Vitality portals, healing, and quantum manifestation.
Intuitive Q&A movies: Open, private interactions the place she addresses viewers’ deepest issues.
Shorter-form clips and motivational posts: Shared throughout TikTok, Instagram, and Spotify, contributing to her believed ~three hundred,000 followers across platforms.
Her cross-platform attain tends to make her a notable voice in the modern spirituality arena.
Entrepreneurial Journey
While her spiritual id thrives on line, her founder persona is rooted in tangible business achievements:
Scentbird (2014–existing): A membership design providing more than 800 fragrance choices to ~seven-hundred,000 subscribers during the U.S. and Canada, backed by YC and increasing in excess of $25 million in venture funding.
Deck of Scarlet: A natural beauty membership palette launched in 2018–19, collaborating with top influencers to provide curated makeup kits under $thirty every single two months.
Drift: A seamless nod to her scent-obsessed branding, delivering fragrance solutions to cars.
Her entrepreneurial rise has been commonly lined by company stores for example Inc. and Makeup.com, highlighting her rags-to-riches immigrant Tale and early passion for fragrances.
The Awakening: Spiritual Turn in 2018
In 2018, Mariya professional what she describes like a spiritual awakening—marked by impetus towards angelic channeling, visions, and intuitive “downloads.” Quickly after, she introduced her spirituality-focused content material throughout YouTube, Instagram, and TikTok.
Because then, her written content has delved into:
Living in “the Matrix”, a simulated fact framework.
Therapeutic through Electrical power, which includes promises like self-therapeutic cancer or AIDS and processing miscarriage being a karmic selection.
Interstellar beings and ancestral karmic trauma—which include associations of black hair or crooked tooth with deeper spiritual this means.
These large-assertion beliefs finally collided along with her general public profile.
Controversies & General public Backlash
By mid-2024, Mariya’s spiritual information started to conflict with her corporate picture. The Business enterprise of Style documented on subscribers, influencers, and perhaps internal mirrored brand names elevating alarms immediately after identifying statements about Hitler as being a teacher of “3D planet warfare,” denials of ailment, and crystal divination—all underneath Mariya’s serious identify.
Noteworthy critics:
YouTuber Keya’s Environment and Zachary Michael mentioned they’d now not collaborate with Scentbird.
Reddit threads like r/BeautyGuruChatter have brazenly called out her pseudoscientific scentbird ceo 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 tension to eliminate information .
Strengths & Strategic Deserves
one. Genuine Dual Persona
Mariya’s blend of tech entrepreneurship and spiritual training is unheard of between her peers. It provides:
An authentic own manufacturer that resonates with individuals trying to get further connections.
Diversified income streams across retreat events ($one,111 to $one hundred twenty five,000) and personal channeling periods.
2. Scale & Impact
Small business progress: Scentbird reviews forty five–50% YoY growth since 2022, profitability considering the fact that 2019, with yearly revenues surpassing $100 million.
Cultural visibility: Her spiritual channel garners many hundreds of Countless views for every video clip, building viral cultural presence.
three. Loyal Group
Above one,200 films and regular uploads have built a cult-like pursuing of seekers open to her Electricity-primarily based and mystical choices.
Rising Hazards & Id Difficulties
Model Track record Possibility
Investors, personnel, and customers may possibly perspective Mariya’s metaphysical claims as off-putting, likely eroding brand have faith in.
Content Moderation & Liability
Bold statements in health and fitness and spirituality could invite social-platform warnings, regulatory scrutiny, or debates about moral responsibility in influence.
Stakeholder Confusion
In spite of her assurances, traders stay mostly unaware of her spiritual identification. Any perceived misalignment could pressure stakeholder assurance.
Route In advance: Navigating Twin Tracks
Clearer Boundaries
Mariya may compartmentalize her spiritual and enterprise worlds far more proficiently—maintaining spiritual content material on separate platforms or below a pseudonym.
Embracing Convergence
Alternatively, she could lean in to the fusion—integrating wellness factors into her manufacturers (e.g., a Scentbird scent + meditation bundle).
Refining Messaging
By grounding her far more ethereal articles with evidenced-based mostly direction, she could grow her base although minimizing alienation.
Ultimate Ideas
Mariya Nurislamova stands at a rare intersection—where by undertaking‑grade entrepreneurship meets spiritual authority. She has built a scalable, financially rewarding business enterprise empire, when capturing the imaginations of digital-age spiritual seekers.
But this very duality is her finest asset and biggest challenge. The mystic as well as CEO co-exist in a single individual, creating friction. How Mariya navigates this frontier—possibly by distinguishing her voices or by harmonizing them—will define her future legacy.
Will Scentbird continue being a fragrance staple with neutral branding?
Will her spiritual mission evolve into a mainstream wellness motion?
Can these paths co-exist, or will a single eclipse the other?
This resonates for a cautionary tale in our age of founder transparency: When beliefs are general public, ambition and authenticity walk a great line.
In a nutshell, Mariya Nurislamova is not any common CEO. She is a visionary entrepreneur, a channel for spiritual messages, plus a cultural figure navigating the messy overlap of small business and belief. Her following moves may chart new territory—not simply in fragrance, but in how business leaders form their identities in the digital spiritual age.