Mariya Nurislamova is finest often called the co-founder and CEO of Scentbird, the favored subscription service billed because the “Netflix of perfume.” Through the years she has also introduced Deck of Scarlet, a immediate-to-shopper attractiveness brand, and Drift, a scent-centered motor vehicle accessory line.
However, by night she transforms into a spiritual Trainer, intuitive, channel, artist, and author—roles reflected in her prolific YouTube channel “This can be Mariya,” that has amassed over 102,000 subscribers and characteristics much more than 1,two hundred videos. Her spiritual messages Mix guided meditations, energy channeling, and cosmic philosophy, attracting a substantial and engaged viewers.
Digital Existence & Content
On YouTube, Mariya’s output spans:
Meditations & channeling periods: Centered on chakras, Power portals, healing, and quantum manifestation.
Intuitive Q&A video clips: Open up, private interactions in which she addresses viewers’ deepest queries.
Quick-variety clips and motivational posts: Shared across TikTok, Instagram, and Spotify, contributing to her believed ~300,000 followers throughout platforms.
Her cross-platform get to tends to make her a notable voice in the fashionable spirituality arena.
Entrepreneurial Journey
Although her spiritual identification thrives on the internet, her founder persona is rooted in tangible enterprise achievements:
Scentbird (2014–current): A membership design providing more than 800 fragrance alternatives to ~seven hundred,000 subscribers during the U.S. and Canada, backed by YC and boosting over $twenty five million in undertaking funding.
Deck of Scarlet: A magnificence membership palette introduced in 2018–19, collaborating with best influencers to offer curated make-up kits under $thirty each individual two months.
Drift: A seamless nod to her scent-obsessed branding, offering fragrance methods to autos.
Her entrepreneurial rise has actually been greatly coated by business enterprise stores including Inc. and Makeup.com, highlighting her rags-to-riches immigrant Tale and early passion for fragrances.
The Awakening: Spiritual Convert in 2018
In 2018, Mariya experienced what she describes being a spiritual awakening—marked by impetus towards angelic channeling, visions, and intuitive “downloads.” Quickly after, she launched her spirituality-focused information throughout YouTube, Instagram, and TikTok.
Due to the fact then, her material has delved into:
Residing in “the Matrix”, a simulated actuality framework.
Therapeutic by using Strength, such as statements like self-therapeutic cancer or AIDS and processing miscarriage to be a karmic decision.
Interstellar beings and ancestral karmic trauma—such as associations of black hair or crooked teeth with further spiritual meaning.
These higher-assertion beliefs eventually collided with her general public profile.
Controversies & General public Backlash
By mid-2024, Mariya’s spiritual written content began to conflict with her corporate image. The Business of Vogue described on subscribers, influencers, and also interior mirrored makes raising alarms following identifying statements about Hitler to be a teacher of “3D Earth warfare,” denials of sickness, and crystal divination—all below Mariya’s genuine title.
Notable critics:
YouTuber Keya’s Globe and Zachary Michael said they’d not collaborate with Scentbird.
Reddit threads like r/BeautyGuruChatter have openly identified as out her pseudoscientific claims and questioned the caliber of Scentbird’s service.
Regardless of the backlash, Mariya insists she retains her identities distinctive and stands by her spiritual mission, unbowed by stress to eliminate material .
Strengths & Strategic Deserves
one. Genuine Dual Persona
Mariya’s blend of tech entrepreneurship and spiritual instructing is unusual between her friends. It provides:
An authentic particular manufacturer that resonates with people trying to get further connections.
Diversified earnings streams throughout retreat activities ($1,111 to $125,000) and personal channeling sessions.
two. Scale & Affect
Company advancement: Scentbird reports forty five–50% YoY progress considering that 2022, profitability considering that 2019, with once-a-year revenues surpassing $a hundred million.
Cultural visibility: Her spiritual channel garners numerous thousands of views for every online video, making viral cultural existence.
3. Faithful Community
About 1,two hundred films and dependable uploads have constructed a cult-like adhering to of seekers open to her Electricity-based and mystical offerings.
Emerging Hazards & Identification Problems
Brand name Popularity Possibility
Investors, staff members, and shoppers may possibly check out Mariya’s metaphysical promises as off-Placing, possibly eroding brand belief.
Articles Moderation & Liability
Bold claims in health and spirituality may perhaps invite social-platform warnings, regulatory scrutiny, or debates over ethical obligation in influence.
Stakeholder Confusion
Even with her assurances, buyers stay largely unaware of her spiritual identification. Any perceived misalignment could pressure stakeholder self confidence.
Path Ahead: Navigating Dual Tracks
Clearer Boundaries
Mariya might compartmentalize her spiritual and company worlds much more correctly—keeping spiritual content on independent platforms or underneath a pseudonym.
Embracing Convergence
Alternatively, she could lean into your fusion—integrating wellness aspects into her brands (e.g., a Scentbird scent + meditation bundle).
Refining Messaging
By grounding her additional ethereal written content with evidenced-based guidance, she could broaden her foundation although reducing alienation.
Last Feelings
Mariya Nurislamova stands at a rare intersection—wherever enterprise‑quality entrepreneurship satisfies spiritual authority. She has developed a scalable, worthwhile organization empire, although capturing the imaginations of digital-age spiritual seekers.
Nonetheless this incredibly duality is her best asset and biggest problem. The mystic along with the CEO co-exist in a single man or woman, generating friction. How Mariya navigates this frontier—either 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 into a mainstream wellness movement?
Can these paths co-exist, or will a person eclipse another?
This resonates to be a cautionary tale in our age of founder transparency: When beliefs are community, ambition and authenticity stroll a great line.
In brief, Mariya Nurislamova isn't any normal CEO. She is a visionary entrepreneur, a channel for spiritual messages, as well as a cultural determine navigating the messy overlap of enterprise and perception. Her subsequent moves may well chart new territory—not merely in scentbird ceo fragrance, but in how business enterprise leaders form their identities while in the digital spiritual age.