Mariya Nurislamova is most effective often called the co-founder and CEO of Scentbird, the popular membership provider billed because the “Netflix of perfume.” Through the years she has also released Deck of Scarlet, a direct-to-customer beauty model, and Drift, a scent-focused motor vehicle accent line.
Having said that, by night she transforms right into a spiritual Trainer, intuitive, channel, artist, and author—roles reflected in her prolific YouTube channel “This really is Mariya,” that has amassed over 102,000 subscribers and characteristics a lot more than one,200 films. Her spiritual messages Mix guided meditations, Vitality channeling, and cosmic philosophy, attracting a big and engaged audience.
Digital Presence & Material
On YouTube, Mariya’s output spans:
Meditations & channeling sessions: Focused on chakras, Electrical power portals, therapeutic, and quantum manifestation.
Intuitive Q&A videos: Open up, personalized interactions the place she addresses viewers’ deepest inquiries.
Limited-type clips and motivational posts: Shared throughout TikTok, Instagram, and Spotify, contributing to her approximated ~three hundred,000 followers across platforms.
Her cross-platform arrive at can make her a noteworthy voice in the fashionable spirituality arena.
Entrepreneurial Journey
Even though her spiritual identity thrives on the net, her founder persona is rooted in tangible enterprise achievements:
Scentbird (2014–present): A subscription design featuring over 800 fragrance alternatives to ~seven hundred,000 subscribers in the U.S. and Canada, backed by YC and boosting more than $twenty five million in undertaking funding.
Deck of Scarlet: A magnificence membership palette launched in 2018–19, collaborating with prime influencers to provide curated make-up kits underneath $thirty each and every two months.
Drift: A seamless nod to her scent-obsessed branding, providing fragrance solutions to autos.
Her entrepreneurial increase has actually been greatly included by company shops for instance Inc. and Makeup.com, highlighting her rags-to-riches immigrant story and early enthusiasm for fragrances.
The Awakening: Spiritual Flip in 2018
In 2018, Mariya experienced what she describes as a spiritual awakening—marked by impetus towards angelic channeling, visions, and intuitive “downloads.” Before long soon after, she released her spirituality-focused articles throughout YouTube, Instagram, and TikTok.
Considering that then, her articles has delved into:
Residing in “the Matrix”, a simulated truth framework.
Therapeutic via Vitality, such as statements like self-healing cancer or AIDS and processing miscarriage like a karmic choice.
Interstellar beings and ancestral karmic trauma—which includes associations of black hair or crooked enamel with further spiritual meaning.
These substantial-assertion beliefs inevitably collided along with her general public profile.
Controversies & Public Backlash
By mid-2024, Mariya’s spiritual material began to conflict with her company impression. The Small business of Vogue described on subscribers, influencers, and in some cases inner mirrored brands increasing alarms soon after exploring statements about Hitler like a Trainer of “3D planet warfare,” denials of disease, and crystal divination—all underneath Mariya’s genuine identify.
Notable critics:
YouTuber Keya’s Environment and Zachary Michael said they’d no longer collaborate with Scentbird.
Reddit threads like r/BeautyGuruChatter have openly named out her pseudoscientific promises and questioned the quality of Scentbird’s assistance.
Regardless of the backlash, Mariya insists she retains her identities distinct and stands by her spiritual mission, unbowed by force to get rid of material .
Strengths & Strategic Deserves
1. Reliable Dual Persona
Mariya’s blend of tech entrepreneurship and spiritual instructing is unusual between her peers. It offers:
An reliable private model that resonates with consumers in search of further connections.
Diversified earnings streams throughout retreat activities ($one,111 to $one hundred twenty five,000) and personal channeling classes.
2. Scale & Affect
Organization expansion: Scentbird reports forty five–fifty% YoY expansion because 2022, profitability considering that 2019, with yearly revenues surpassing $one hundred million.
Cultural visibility: Her spiritual channel garners countless thousands of sights for every video clip, building viral cultural presence.
3. Faithful Local community
Above one,200 films and reliable uploads have designed a cult-like subsequent of seekers open up to her Electricity-dependent and mystical offerings.
Rising Challenges & Identification Troubles
Brand Name Chance
Buyers, personnel, and clients may perhaps check out Mariya’s metaphysical statements as off-Placing, likely eroding model believe in.
Content Moderation & Liability
Bold statements in well being and spirituality may possibly invite social-platform warnings, regulatory scrutiny, or debates in excess of ethical obligation in influence.
Stakeholder Confusion
Irrespective of her assurances, investors continue being mostly unaware of her spiritual id. Any perceived misalignment could pressure stakeholder self-confidence.
Path Ahead: Navigating Dual Tracks
Clearer Boundaries
Mariya may well compartmentalize her spiritual and organization worlds far more efficiently—sustaining spiritual material on different platforms or underneath a pseudonym.
Embracing Convergence
Alternatively, she could lean in the fusion—integrating wellness aspects into her brands (e.g., a Scentbird scent + meditation bundle).
Refining Messaging
By grounding her far more ethereal content with evidenced-based mostly direction, she could extend her foundation though minimizing alienation.
Last Feelings
Mariya Nurislamova stands in a uncommon intersection—where by venture‑grade entrepreneurship fulfills spiritual authority. She has built a scalable, profitable small business empire, whilst capturing the imaginations of digital-age spiritual seekers.
But this quite duality is her biggest asset and biggest obstacle. The mystic plus the CEO co-exist in one individual, developing friction. How Mariya navigates this frontier—both by distinguishing her voices or by harmonizing them—will determine her long run legacy.
Will Scentbird continue to be a fragrance staple with neutral branding?
Will her spiritual mission evolve right into a mainstream wellness movement?
Can these paths co-exist, or will 1 eclipse one other?
This resonates to be a cautionary tale in our age of founder transparency: When beliefs are community, ambition and authenticity wander a wonderful line.
In brief, Mariya Nurislamova is no ordinary CEO. She is a visionary entrepreneur, a channel for spiritual messages, as well as a cultural figure navigating the messy overlap of company and perception. Her up coming moves may perhaps chart new territory—not only in fragrance, but in how small business leaders condition their identities while scentbird ceo in the digital spiritual age.