Mariya Nurislamova is ideal referred to as the co-founder and CEO of Scentbird, the favored subscription service billed given that the “Netflix of perfume.” Through the years she has also released Deck of Scarlet, a direct-to-shopper attractiveness manufacturer, and Drift, a scent-targeted motor vehicle accessory line.
Having said that, by night she transforms right into a spiritual Trainer, intuitive, channel, artist, and writer—roles mirrored in her prolific YouTube channel “That is Mariya,” which has amassed around 102,000 subscribers and options a lot more than one,200 films. Her spiritual messages blend guided meditations, Strength channeling, and cosmic philosophy, attracting a significant and engaged audience.
Digital Presence & Information
On YouTube, Mariya’s output spans:
Meditations & channeling periods: Centered on chakras, energy portals, therapeutic, and quantum manifestation.
Intuitive Q&A video clips: Open up, own interactions where she addresses viewers’ deepest concerns.
Brief-form clips and motivational posts: Shared throughout TikTok, Instagram, and Spotify, contributing to her estimated ~300,000 followers throughout platforms.
Her cross-platform arrive at can make her a notable voice in the modern spirituality arena.
Entrepreneurial Journey
While her spiritual identification thrives on-line, her founder persona is rooted in tangible business enterprise achievements:
Scentbird (2014–present): A subscription model featuring in excess of 800 fragrance choices to ~seven hundred,000 subscribers in the U.S. and Canada, backed by YC and elevating over $25 million in enterprise funding.
Deck of Scarlet: A beauty subscription palette launched in 2018–19, collaborating with prime influencers to supply curated makeup kits below $30 each and every two months.
Drift: A seamless nod to her scent-obsessed branding, delivering fragrance answers to autos.
Her entrepreneurial rise is broadly coated by company stores which include Inc. and Make-up.com, highlighting her rags-to-riches immigrant story and early enthusiasm for fragrances.
The Awakening: Spiritual Flip in 2018
In 2018, Mariya skilled what she describes as being a spiritual awakening—marked by impetus towards angelic channeling, visions, and intuitive “downloads.” Quickly after, she introduced her spirituality-concentrated articles throughout YouTube, Instagram, and TikTok.
Due to the fact then, her material has delved into:
Residing in “the Matrix”, a simulated reality framework.
Healing by using Vitality, together with claims like self-therapeutic most cancers or AIDS and processing miscarriage as being a karmic alternative.
Interstellar beings and ancestral karmic trauma—such as associations of black hair or crooked tooth with further spiritual meaning.
These large-assertion beliefs inevitably collided with her community profile.
Controversies & Community Backlash
By mid-2024, Mariya’s spiritual content began to conflict with her corporate impression. The Business enterprise of Fashion noted on subscribers, influencers, and in many cases internal mirrored brand names elevating alarms just after discovering statements about Hitler like a Instructor of “3D Earth warfare,” denials of disorder, and crystal divination—all less than Mariya’s real name.
Notable critics:
YouTuber Keya’s Planet and Zachary Michael said they’d not 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 training is unusual amid her peers. It offers:
An reliable personalized brand name that resonates with shoppers looking for deeper connections.
Diversified earnings streams across retreat activities ($one,111 to $a hundred twenty five,000) and personal channeling sessions.
two. Scale & Affect
Company growth: Scentbird experiences forty five–50% YoY advancement due to the fact 2022, profitability due to the fact 2019, with yearly revenues surpassing $100 million.
Cultural visibility: Her spiritual channel garners many hundreds of Countless views for every video clip, creating viral cultural existence.
3. Faithful Community
Around 1,two hundred video clips and steady uploads have built a cult-like pursuing of seekers open to her Electrical power-dependent and mystical offerings.
Rising Pitfalls & Identity Issues
Brand Track record Danger
Buyers, staff members, and buyers may possibly see Mariya’s metaphysical promises as off-Placing, perhaps eroding manufacturer have confidence in.
Content Moderation & Liability
Daring statements in wellness and spirituality may invite social-System warnings, regulatory scrutiny, or debates over moral responsibility in influence.
Stakeholder Confusion
Irrespective of her assurances, buyers stay mostly unaware of her spiritual identification. Any perceived misalignment could strain stakeholder self esteem.
Route In advance: Navigating Twin Tracks
Clearer Boundaries
Mariya may compartmentalize her spiritual and organization worlds extra successfully—keeping spiritual written content on different platforms or less than a pseudonym.
Embracing Convergence
Alternatively, she could lean into the fusion—integrating wellness elements into her brands (e.g., a Scentbird scent + meditation bundle).
Refining Messaging
By grounding her much more ethereal content material with evidenced-primarily based advice, she could broaden her base while reducing alienation.
Remaining Views
Mariya Nurislamova stands in a uncommon intersection—exactly where venture‑quality entrepreneurship fulfills spiritual authority. She has developed a scalable, lucrative company empire, while capturing the imaginations of electronic-age spiritual seekers.
Nevertheless this really duality is her greatest asset and largest challenge. The mystic and the CEO co-exist in a single particular person, making friction. How Mariya navigates this frontier—possibly by distinguishing her voices or by harmonizing them—will outline her long term legacy.
Will Scentbird keep on being a fragrance staple with neutral branding?
Will her spiritual mission evolve into a mainstream wellness motion?
Can these paths co-exist, or will one particular eclipse the other?
This resonates to be a cautionary tale within our age of founder transparency: When beliefs are general public, ambition and authenticity walk a great line.
In a nutshell, Mariya Nurislamova is no common CEO. She is a visionary entrepreneur, a channel for spiritual messages, plus a cultural figure mariya nurislamova scentbird navigating the messy overlap of organization and perception. Her following moves may chart new territory—not simply in fragrance, but in how business leaders form their identities during the digital spiritual age.