Mariya Nurislamova is best often called the co-founder and CEO of Scentbird, the popular subscription assistance billed because the “Netflix of perfume.” Over time she has also launched Deck of Scarlet, a immediate-to-consumer beauty model, and Drift, a scent-focused vehicle accessory line.
Having said that, by evening she transforms into a spiritual teacher, intuitive, channel, artist, and author—roles reflected in her prolific YouTube channel “This really is Mariya,” that has amassed over 102,000 subscribers and features greater than one,200 video clips. Her spiritual messages Mix guided meditations, Electricity channeling, and cosmic philosophy, attracting a major and engaged viewers.
Digital Existence & Content material
On YouTube, Mariya’s output spans:
Meditations & channeling classes: Centered on chakras, Strength portals, therapeutic, and quantum manifestation.
Intuitive Q&A movies: Open up, private interactions where she addresses viewers’ deepest issues.
Limited-form clips and motivational posts: Shared across TikTok, Instagram, and Spotify, contributing to her approximated ~three hundred,000 followers throughout platforms.
Her cross-System reach helps make her a notable voice in the fashionable spirituality arena.
Entrepreneurial Journey
Though her spiritual identity thrives on line, her founder persona is rooted in tangible small business achievements:
Scentbird (2014–present): A subscription product supplying around 800 fragrance selections to ~seven hundred,000 subscribers in the U.S. and Canada, backed by YC and raising above $25 million in undertaking funding.
Deck of Scarlet: A natural beauty membership palette launched in 2018–19, collaborating with leading influencers to supply curated makeup kits underneath $30 every two months.
Drift: A seamless nod to her scent-obsessed branding, offering fragrance options to cars.
Her entrepreneurial increase continues to be widely included by business enterprise shops such as Inc. and Make-up.com, highlighting her rags-to-riches immigrant Tale and early passion for fragrances.
The Awakening: Spiritual Flip in 2018
In 2018, Mariya knowledgeable what she describes as a spiritual awakening—marked by impetus toward angelic channeling, visions, and intuitive “downloads.” Before long following, she released her spirituality-concentrated content throughout YouTube, Instagram, and TikTok.
Considering the fact that then, her content material has delved into:
Living in “the Matrix”, a simulated truth framework.
Therapeutic by means of energy, which includes promises like self-therapeutic most cancers or AIDS and processing miscarriage like a karmic option.
Interstellar beings and ancestral karmic trauma—which include associations of black hair or crooked tooth with further spiritual which means.
These superior-assertion beliefs sooner or later collided with her general public profile.
Controversies & General public Backlash
By mid-2024, Mariya’s spiritual material started to conflict together with her company picture. The Enterprise of Style described on subscribers, influencers, and in many cases inside mirrored brands raising alarms after finding statements about Hitler as a teacher of “3D planet warfare,” denials of ailment, and crystal divination—all underneath Mariya’s serious identify.
Noteworthy critics:
YouTuber Keya’s Globe and Zachary Michael stated they’d no longer collaborate with Scentbird.
Reddit threads like r/BeautyGuruChatter have openly referred to as out her pseudoscientific promises and questioned the standard of Scentbird’s service.
Despite the backlash, Mariya insists she retains her identities distinctive and stands by her spiritual mission, unbowed by strain to remove articles .
Strengths & Strategic Deserves
one. Reliable Dual Persona
Mariya’s combination of tech entrepreneurship and spiritual training is unheard of among the her friends. It provides:
An authentic individual brand that resonates with consumers seeking further connections.
Diversified profits streams across retreat occasions ($one,111 to $a hundred twenty five,000) and private channeling sessions.
two. Scale & Influence
Company advancement: Scentbird experiences 45–50% YoY expansion due to the fact 2022, profitability considering that 2019, with annual revenues surpassing $a hundred million.
Cultural visibility: Her spiritual channel garners countless A large number of sights per online video, producing viral cultural existence.
3. Faithful Neighborhood
Around 1,two hundred movies and dependable uploads have created a cult-like subsequent of seekers open up to her Power-dependent and mystical offerings.
Emerging Risks & Identification Worries
Brand name Standing Threat
Buyers, workers, and shoppers might look at Mariya’s metaphysical promises as off-putting, perhaps eroding manufacturer believe in.
Information Moderation & Legal responsibility
Bold claims in overall health and spirituality may invite social-platform warnings, regulatory scrutiny, or debates above moral accountability in impact.
Stakeholder Confusion
Regardless of her assurances, investors continue to be mostly unaware of her spiritual id. Any perceived misalignment could pressure stakeholder confidence.
Path Ahead: Navigating Dual Tracks
Clearer Boundaries
Mariya may compartmentalize her spiritual and organization worlds far more correctly—maintaining spiritual content material on separate platforms or below a pseudonym.
Embracing Convergence
Alternatively, she could mariya nurislamova scentbird 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-dependent steering, she could grow her base although minimizing alienation.
Final Thoughts
Mariya Nurislamova stands in a exceptional intersection—the place enterprise‑grade entrepreneurship satisfies spiritual authority. She has created a scalable, rewarding organization empire, although capturing the imaginations of digital-age spiritual seekers.
Nonetheless this incredibly duality is her best asset and biggest problem. The mystic as well as the CEO co-exist in one human being, generating 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 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 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 subsequent moves may well chart new territory—not just in fragrance, but in how small business leaders shape their identities while in the electronic spiritual age.