Mariya Nurislamova is greatest called the co-founder and CEO of Scentbird, the popular subscription company billed since the “Netflix of perfume.” Over time she has also released Deck of Scarlet, a direct-to-customer natural beauty brand, and Drift, a scent-focused motor vehicle accessory line.
On the other hand, by night she transforms into a spiritual Trainer, intuitive, channel, artist, and author—roles mirrored in her prolific YouTube channel “This is Mariya,” which has amassed in excess of 102,000 subscribers and options a lot more than one,two hundred videos. Her spiritual messages blend guided meditations, Electricity channeling, and cosmic philosophy, attracting an important and engaged audience.
Digital Presence & Content
On YouTube, Mariya’s output spans:
Meditations & channeling classes: Centered on chakras, Electrical power portals, healing, and quantum manifestation.
Intuitive Q&A videos: Open, own interactions the place she addresses viewers’ deepest concerns.
Shorter-kind clips and motivational posts: Shared throughout TikTok, Instagram, and Spotify, contributing to her estimated ~300,000 followers throughout platforms.
Her cross-platform access tends to make her a noteworthy voice in the trendy spirituality arena.
Entrepreneurial Journey
Whilst her spiritual identity thrives on the net, her founder persona is rooted in tangible organization achievements:
Scentbird (2014–existing): A membership product featuring around 800 fragrance choices to ~seven hundred,000 subscribers during the U.S. and Canada, backed by YC and elevating about $twenty five million in undertaking funding.
Deck of Scarlet: A beauty membership palette released in 2018–19, collaborating with major 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 options to vehicles.
Her entrepreneurial rise has long been broadly covered by small business shops for instance Inc. and Make-up.com, highlighting her rags-to-riches immigrant story and early passion for fragrances.
The Awakening: Spiritual Switch in 2018
In 2018, Mariya knowledgeable what she describes for a spiritual awakening—marked by impetus towards angelic channeling, visions, and intuitive “downloads.” Shortly soon after, she introduced her spirituality-focused content across YouTube, Instagram, and TikTok.
Since then, her written content has delved into:
Living in “the Matrix”, a simulated fact framework.
Therapeutic through Electricity, which includes claims like self-healing cancer 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 superior-assertion beliefs ultimately collided together with her community profile.
Controversies & Community Backlash
By mid-2024, Mariya’s spiritual content began to conflict with her company picture. The Enterprise of Trend described on subscribers, influencers, and also interior mirrored brands boosting alarms just after exploring statements about Hitler as being a Trainer of “3D planet warfare,” denials of condition, and crystal divination—all below Mariya’s genuine identify.
Notable critics:
YouTuber Keya’s Planet and Zachary Michael stated they’d now not collaborate with Scentbird.
Reddit threads like r/BeautyGuruChatter have overtly known as out her pseudoscientific statements and questioned the quality of Scentbird’s service.
Despite the backlash, Mariya insists she retains her identities unique and stands by her spiritual mission, unbowed by pressure to get rid of content .
Strengths & Strategic Merits
1. Genuine Twin Persona
Mariya’s mixture of tech entrepreneurship and spiritual training is unheard of amongst her peers. It offers:
An genuine private brand that resonates with customers looking for deeper connections.
Diversified income streams across retreat functions ($one,111 to $a hundred twenty five,000) and private channeling periods.
two. Scale & Affect
Business development: Scentbird studies forty five–fifty% YoY progress because 2022, profitability considering the fact mariya nurislamova that 2019, with once-a-year revenues surpassing $one hundred million.
Cultural visibility: Her spiritual channel garners many Countless views for every video clip, building viral cultural presence.
three. Faithful Neighborhood
Above one,200 films and steady uploads have constructed a cult-like pursuing of seekers open up to her Electrical power-based mostly and mystical choices.
Emerging Threats & Identification Challenges
Brand name Reputation Hazard
Traders, personnel, and consumers may look at Mariya’s metaphysical promises as off-putting, perhaps eroding manufacturer have faith in.
Content Moderation & Liability
Bold statements in health and spirituality may possibly invite social-platform warnings, regulatory scrutiny, or debates around moral duty in influence.
Stakeholder Confusion
Regardless of her assurances, traders continue to be mainly unaware of her spiritual identification. Any perceived misalignment could strain stakeholder assurance.
Route Forward: Navigating Dual Tracks
Clearer Boundaries
Mariya may compartmentalize her spiritual and company worlds a lot more correctly—retaining spiritual material on separate platforms or beneath 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 additional ethereal information with evidenced-primarily based guidance, she could broaden her base even though minimizing alienation.
Last Feelings
Mariya Nurislamova stands in a scarce intersection—exactly where venture‑quality entrepreneurship fulfills spiritual authority. She has created a scalable, successful business enterprise empire, when capturing the imaginations of electronic-age spiritual seekers.
However this quite duality is her best asset and biggest challenge. The mystic and also the CEO co-exist in one person, making friction. How Mariya navigates this frontier—either by distinguishing her voices or by harmonizing them—will determine her long term legacy.
Will Scentbird stay a fragrance staple with neutral branding?
Will her spiritual mission evolve into a mainstream wellness motion?
Can these paths co-exist, or will one eclipse one other?
This resonates as a cautionary tale inside our age of founder transparency: When beliefs are community, ambition and authenticity stroll a high-quality line.
Briefly, Mariya Nurislamova isn't any regular CEO. She's a visionary entrepreneur, a channel for spiritual messages, in addition to a cultural figure navigating the messy overlap of company and perception. Her following moves may well chart new territory—not only in fragrance, but in how company leaders condition their identities inside the electronic spiritual age.