Mariya Nurislamova is most effective referred to as the co-founder and CEO of Scentbird, the favored subscription company billed as being the “Netflix of perfume.” Over the years she has also introduced Deck of Scarlet, a immediate-to-buyer natural beauty brand name, 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 in excess of 102,000 subscribers and options greater than 1,200 video clips. Her spiritual messages Mix guided meditations, Electrical power channeling, and cosmic philosophy, attracting a significant and engaged audience.
Digital Presence & Content material
On YouTube, Mariya’s output spans:
Meditations & channeling periods: Focused on chakras, Strength portals, healing, and quantum manifestation.
Intuitive Q&A movies: Open, private interactions the place she addresses viewers’ deepest issues.
Shorter-variety clips and motivational posts: Shared throughout TikTok, Instagram, and Spotify, contributing to her believed ~three hundred,000 followers across platforms.
Her cross-platform attain helps make her a notable voice in the modern spirituality arena.
Entrepreneurial Journey
Whilst her spiritual identity thrives online, her founder persona is rooted in tangible business achievements:
Scentbird (2014–existing): A membership design supplying above 800 fragrance alternatives 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 attractiveness subscription palette released in 2018–19, collaborating with top rated influencers to supply curated makeup kits less than $30 each and every two months.
Drift: A seamless nod to her scent-obsessed branding, delivering fragrance solutions to motor vehicles.
Her entrepreneurial rise has long been commonly coated by company stores for example Inc. and Makeup.com, highlighting her rags-to-riches immigrant Tale and early passion for fragrances.
The Awakening: Spiritual Convert in 2018
In 2018, Mariya seasoned what she describes as a spiritual awakening—marked by impetus towards angelic channeling, visions, and intuitive “downloads.” Soon immediately after, she launched her spirituality-focused information throughout YouTube, Instagram, and TikTok.
Given that then, her written content has delved into:
Living in “the Matrix”, a simulated fact framework.
Healing through energy, like promises like self-healing cancer or AIDS and processing miscarriage to be a karmic option.
Interstellar beings and ancestral karmic trauma—which include associations of black hair or crooked teeth with deeper spiritual that means.
These high-assertion beliefs at some point collided along with her public profile.
Controversies & Public Backlash
By mid-2024, Mariya’s spiritual information started to conflict with her corporate picture. The Organization of Manner reported on subscribers, influencers, and also inside mirrored models boosting alarms following finding statements about Hitler being a Instructor of “3D Earth warfare,” denials of disorder, and crystal divination—all less than 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 promises and questioned the standard of Scentbird’s company.
Regardless of the backlash, Mariya insists she retains her identities unique and stands by her spiritual mission, unbowed by strain to get rid of articles .
Strengths & Strategic Merits
1. Reliable Twin Persona
Mariya’s combination of tech entrepreneurship and spiritual educating is uncommon among her friends. It offers:
An authentic individual brand that resonates with individuals seeking further connections.
Diversified income streams throughout retreat situations ($one,111 to $one hundred twenty five,000) and private channeling classes.
2. Scale & Influence
Business enterprise expansion: Scentbird studies 45–fifty% YoY development 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 existence.
three. Loyal Group
In excess of one,200 films and regular uploads have built a cult-like pursuing of seekers open to her Strength-based and mystical choices.
Rising Hazards & Id Difficulties
Model Reputation Possibility
Investors, staff, and prospects could perspective Mariya’s metaphysical claims as off-putting, most likely eroding manufacturer have confidence in.
Written content Moderation & Liability
Bold claims in overall health and spirituality may perhaps invite social-platform warnings, regulatory scrutiny, or debates above ethical accountability in impact.
Stakeholder Confusion
Despite her assurances, investors continue to be mostly unaware of her spiritual identification. Any perceived misalignment could pressure stakeholder assurance.
Route In advance: Navigating Twin Tracks
Clearer Boundaries
Mariya might compartmentalize her spiritual and company worlds a lot more proficiently—protecting spiritual written content on separate 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 material with evidenced-based mostly assistance, she could extend her foundation even though minimizing alienation.
Last Thoughts
Mariya Nurislamova stands in a exceptional intersection—wherever enterprise‑grade entrepreneurship satisfies spiritual authority. She has designed a scalable, successful organization empire, even though capturing the imaginations of digital-age spiritual seekers.
Yet this pretty duality is her biggest asset and biggest obstacle. The mystic plus the CEO co-exist in one human being, developing friction. How Mariya navigates this frontier—both by distinguishing her voices or by harmonizing them—will determine her long run legacy.
Will Scentbird stay a fragrance staple with neutral branding?
Will her spiritual mission evolve right into a mainstream wellness movement?
Can these paths co-exist, or will one eclipse the opposite?
This resonates as being a cautionary tale inside our age of founder transparency: When beliefs are community, ambition and authenticity wander a fantastic line.
In mariya nurislamova short, Mariya Nurislamova isn't any normal CEO. She's a visionary entrepreneur, a channel for spiritual messages, along with a cultural determine navigating the messy overlap of company and perception. Her next moves may possibly chart new territory—not just in fragrance, but in how small business leaders shape their identities while in the electronic spiritual age.