Mariya Nurislamova is finest known as the co-founder and CEO of Scentbird, the favored membership provider billed as being the “Netflix of perfume.” Over the years she has also introduced Deck of Scarlet, a immediate-to-consumer magnificence brand, and Drift, a scent-targeted car or truck accent line.
Nonetheless, by night time she transforms right into a spiritual teacher, intuitive, channel, artist, and writer—roles reflected in her prolific YouTube channel “This is certainly Mariya,” that has amassed more than 102,000 subscribers and characteristics much more than 1,200 videos. Her spiritual messages blend guided meditations, Strength channeling, and cosmic philosophy, attracting a big and engaged viewers.
Electronic Existence & Written content
On YouTube, Mariya’s output spans:
Meditations & channeling sessions: Focused on chakras, Power portals, healing, and quantum manifestation.
Intuitive Q&A movies: Open up, personal interactions exactly where she addresses viewers’ deepest queries.
Limited-sort clips and motivational posts: Shared throughout TikTok, Instagram, and Spotify, contributing to her approximated ~300,000 followers across platforms.
Her cross-platform reach tends to make her a notable voice in the trendy spirituality arena.
Entrepreneurial Journey
Though her spiritual id thrives on line, her founder persona is rooted in tangible business enterprise achievements:
Scentbird (2014–existing): A membership design supplying above 800 fragrance choices to ~700,000 subscribers in the U.S. and Canada, backed by YC and boosting about $25 million in venture funding.
Deck of Scarlet: A beauty membership palette introduced in 2018–19, collaborating with leading influencers to provide curated make-up kits below $thirty just about every two months.
Drift: A seamless nod to her scent-obsessed branding, providing fragrance options to motor vehicles.
Her entrepreneurial increase has actually been broadly coated by business retailers like Inc. and Make-up.com, highlighting her rags-to-riches immigrant story and early enthusiasm for fragrances.
The Awakening: Spiritual Change in 2018
In 2018, Mariya experienced what she describes for a spiritual awakening—marked by impetus toward angelic channeling, visions, and intuitive “downloads.” Shortly following, she released her spirituality-focused information across YouTube, Instagram, and TikTok.
Because then, her information has delved into:
Residing in “the Matrix”, a simulated truth framework.
Healing by means of Power, which include claims like self-healing most cancers or AIDS and processing miscarriage to be a karmic selection.
Interstellar beings and ancestral karmic trauma—together with associations of black hair or crooked teeth with deeper spiritual indicating.
These high-assertion beliefs sooner or later collided along with her general public profile.
Controversies & Public Backlash
By mid-2024, Mariya’s spiritual articles started to conflict along with her company image. The Enterprise of Vogue claimed on subscribers, influencers, as well as inner mirrored manufacturers increasing alarms just after discovering statements about Hitler as being a teacher of “3D planet warfare,” denials of condition, and crystal divination—all beneath Mariya’s true title.
Noteworthy critics:
YouTuber Keya’s Entire world and Zachary Michael said they’d no more collaborate with Scentbird.
Reddit threads like r/BeautyGuruChatter have overtly named out her pseudoscientific statements and questioned the caliber of Scentbird’s provider.
Despite the backlash, Mariya insists she keeps her identities distinct and stands by her spiritual mission, unbowed by pressure to eliminate written content .
Strengths & Strategic Deserves
one. Genuine Dual Persona
Mariya’s mixture of tech entrepreneurship and spiritual instructing is unusual amongst her peers. It offers:
An genuine personalized brand name that resonates with customers looking for further connections.
Diversified profits streams across retreat occasions ($one,111 to $a hundred twenty five,000) and personal channeling sessions.
two. Scale & Affect
Enterprise growth: Scentbird experiences 45–fifty% YoY expansion considering that 2022, profitability given that 2019, with once-a-year revenues surpassing $one hundred million.
Cultural visibility: Her spiritual channel garners a huge selection of thousands of sights per movie, producing viral cultural existence.
3. Faithful Community
About scentbird ceo 1,two hundred videos and reliable uploads have constructed a cult-like pursuing of seekers open to her Electricity-primarily based and mystical choices.
Rising Hazards & Id Problems
Model Track record Possibility
Investors, staff, and prospects could perspective Mariya’s metaphysical claims as off-putting, most likely eroding brand have confidence in.
Written content Moderation & Liability
Bold statements in wellbeing and spirituality may invite social-platform warnings, regulatory scrutiny, or debates above moral 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.
Path In advance: Navigating Twin Tracks
Clearer Boundaries
Mariya may compartmentalize her spiritual and enterprise worlds far more proficiently—protecting spiritual content on separate platforms or under a pseudonym.
Embracing Convergence
Alternatively, she could lean in to 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 increase her base whilst reducing alienation.
Remaining Ideas
Mariya Nurislamova stands at a rare intersection—where by undertaking‑grade entrepreneurship meets spiritual authority. She has crafted a scalable, financially rewarding small business empire, when capturing the imaginations of digital-age spiritual seekers.
Yet this pretty duality is her biggest asset and biggest obstacle. The mystic along with the CEO co-exist in one human being, developing friction. How Mariya navigates this frontier—either by distinguishing her voices or by harmonizing them—will determine her foreseeable future 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 a person eclipse another?
This resonates as a cautionary tale within our age of founder transparency: When beliefs are public, ambition and authenticity stroll a fine line.
Briefly, Mariya Nurislamova is no everyday CEO. She is a visionary entrepreneur, a channel for spiritual messages, in addition to a cultural figure navigating the messy overlap of business enterprise and belief. Her upcoming moves might chart new territory—not simply in fragrance, but in how company leaders form their identities in the digital spiritual age.