Mariya Nurislamova is greatest called the co-founder and CEO of Scentbird, the popular membership company billed as the “Netflix of perfume.” Through the years she has also released Deck of Scarlet, a direct-to-buyer elegance brand name, and Drift, a scent-focused car or truck accessory line.
However, by night she transforms into a spiritual Trainer, intuitive, channel, artist, and author—roles reflected in her prolific YouTube channel “This is often Mariya,” that has amassed more than 102,000 subscribers and characteristics more than one,two hundred video clips. Her spiritual messages blend guided meditations, Strength channeling, and cosmic philosophy, attracting a big and engaged viewers.
Digital Presence & Content material
On YouTube, Mariya’s output spans:
Meditations & channeling classes: Centered on chakras, energy portals, therapeutic, and quantum manifestation.
Intuitive Q&A movies: Open up, personal interactions where by she addresses viewers’ deepest concerns.
Shorter-kind clips and motivational posts: Shared throughout TikTok, Instagram, and Spotify, contributing to her estimated ~three hundred,000 followers across platforms.
Her cross-System get to would make her a noteworthy voice in the modern spirituality arena.
Entrepreneurial Journey
Though her spiritual identification thrives on the net, her founder persona is rooted in tangible organization achievements:
Scentbird (2014–current): A membership product supplying above 800 fragrance selections to ~seven-hundred,000 subscribers from the U.S. and Canada, backed by YC and boosting in excess of $twenty five million in undertaking funding.
Deck of Scarlet: A attractiveness membership palette launched in 2018–19, collaborating with top influencers to supply curated make-up kits underneath $30 each and every two months.
Drift: A seamless nod to her scent-obsessed branding, providing fragrance alternatives to vehicles.
Her entrepreneurial rise has actually been greatly protected by small business stores such as Inc. and Makeup.com, highlighting her rags-to-riches immigrant Tale and early enthusiasm for fragrances.
The Awakening: Spiritual Switch in 2018
In 2018, Mariya expert what she describes like a spiritual awakening—marked by impetus towards angelic channeling, visions, and intuitive “downloads.” Soon right after, she launched her spirituality-centered written content throughout YouTube, Instagram, and TikTok.
Given that then, her written content has delved into:
Residing in “the Matrix”, a simulated reality framework.
Therapeutic by means of Strength, such as promises like self-therapeutic cancer or AIDS and processing miscarriage as a karmic option.
Interstellar beings and ancestral karmic trauma—including associations of black hair or crooked tooth with deeper spiritual this means.
These significant-assertion beliefs sooner or later collided with her general public profile.
Controversies & Public Backlash
By mid-2024, Mariya’s spiritual information started to conflict with her corporate picture. The Company of Trend documented on subscribers, influencers, and also inside mirrored brand names boosting alarms just after identifying statements about Hitler like a Instructor of “3D World warfare,” denials of illness, and crystal divination—all less than Mariya’s authentic name.
Notable critics:
YouTuber Keya’s Planet and Zachary Michael mentioned they’d no more collaborate with Scentbird.
Reddit threads like r/BeautyGuruChatter have overtly identified as out her pseudoscientific statements and questioned the caliber of Scentbird’s services.
Despite the backlash, Mariya insists she retains her identities unique and stands by her spiritual mission, unbowed by pressure to get rid of written content .
Strengths & Strategic Merits
1. Reliable Dual Persona
Mariya’s mixture of tech entrepreneurship and spiritual teaching is uncommon among her friends. It offers:
An genuine personalized brand name that resonates with people trying to get further connections.
Diversified revenue streams throughout retreat gatherings ($1,111 to $125,000) and personal channeling periods.
two. Scale & Affect
Enterprise progress: Scentbird reviews forty five–50% YoY development considering the fact that 2022, profitability because 2019, with once-a-year revenues surpassing $100 million.
Cultural visibility: Her spiritual channel garners hundreds of A huge number of sights for every movie, developing viral cultural existence.
three. Loyal Local community
Over one,200 videos and reliable uploads have developed a cult-like following of seekers open up to her Vitality-based and mystical offerings.
Rising Hazards & Identification Worries
Model Popularity Possibility
Investors, personnel, and customers could check out Mariya’s metaphysical claims as off-Placing, perhaps eroding brand rely on.
Material Moderation & Liability
Bold claims in wellness and spirituality may possibly invite social-platform warnings, regulatory scentbird ceo scrutiny, or debates above ethical accountability in impact.
Stakeholder Confusion
Irrespective of her assurances, investors stay mainly unaware of her spiritual identity. Any perceived misalignment could strain stakeholder self-assurance.
Route Forward: Navigating Twin Tracks
Clearer Boundaries
Mariya may well compartmentalize her spiritual and business worlds far more successfully—protecting spiritual articles on individual platforms or beneath a pseudonym.
Embracing Convergence
Alternatively, she could lean in the fusion—integrating wellness features into her brands (e.g., a Scentbird scent + meditation bundle).
Refining Messaging
By grounding her much more ethereal material with evidenced-dependent steering, she could extend her foundation though reducing alienation.
Remaining Views
Mariya Nurislamova stands in a unusual intersection—the place enterprise‑quality entrepreneurship fulfills spiritual authority. She has developed a scalable, rewarding business enterprise empire, though capturing the imaginations of electronic-age spiritual seekers.
But this very duality is her finest asset and biggest problem. The mystic and also the CEO co-exist in a single individual, creating friction. How Mariya navigates this frontier—both by distinguishing her voices or by harmonizing them—will outline her long term legacy.
Will Scentbird continue being a fragrance staple with neutral branding?
Will her spiritual mission evolve right into a mainstream wellness motion?
Can these paths co-exist, or will a single eclipse one other?
This resonates as a cautionary tale in our age of founder transparency: When beliefs are public, ambition and authenticity walk a high-quality line.
In short, Mariya Nurislamova is no regular CEO. She is a visionary entrepreneur, a channel for spiritual messages, and also a cultural determine navigating the messy overlap of business and perception. Her subsequent moves could chart new territory—not simply in fragrance, but in how business enterprise leaders condition their identities in the electronic spiritual age.