Mariya Nurislamova is most effective referred to as the co-founder and CEO of Scentbird, the popular subscription services billed given that the “Netflix of perfume.” Over the years she has also launched Deck of Scarlet, a direct-to-client elegance manufacturer, and Drift, a scent-focused auto accessory line.
Nonetheless, by night time she transforms right into a spiritual Trainer, intuitive, channel, artist, and author—roles mirrored in her prolific YouTube channel “That is Mariya,” which has amassed about 102,000 subscribers and functions much more than one,200 videos. Her spiritual messages Mix guided meditations, energy channeling, and cosmic philosophy, attracting a big and engaged viewers.
Digital Existence & Articles
On YouTube, Mariya’s output spans:
Meditations & channeling sessions: Focused on chakras, Vitality portals, therapeutic, and quantum manifestation.
Intuitive Q&A video clips: Open, private interactions the place she addresses viewers’ deepest inquiries.
Brief-form clips and motivational posts: Shared throughout TikTok, Instagram, and Spotify, contributing to her believed ~300,000 followers across platforms.
Her cross-System reach can make her a noteworthy voice in the fashionable spirituality arena.
Entrepreneurial Journey
Although her spiritual identity thrives online, her founder persona is rooted in tangible business enterprise achievements:
Scentbird (2014–current): A membership product featuring above 800 fragrance solutions to ~seven hundred,000 subscribers inside the U.S. and Canada, backed by YC and boosting over $25 million in enterprise funding.
Deck of Scarlet: A beauty membership palette launched in 2018–19, collaborating with top rated influencers to offer curated makeup kits under $thirty each two months.
Drift: A seamless nod to her scent-obsessed branding, delivering fragrance remedies to autos.
Her entrepreneurial rise has actually been greatly included by business enterprise stores such as Inc. and Make-up.com, highlighting her rags-to-riches immigrant story and early passion for fragrances.
The Awakening: Spiritual Change in 2018
In 2018, Mariya knowledgeable what she describes as being a spiritual awakening—marked by impetus towards angelic channeling, visions, and intuitive “downloads.” Before long immediately after, she released her spirituality-targeted content material throughout YouTube, Instagram, and TikTok.
Due to the fact then, her material has delved into:
Residing in “the Matrix”, a simulated fact framework.
Therapeutic through energy, which include claims like self-healing most cancers or AIDS and processing miscarriage as a karmic preference.
Interstellar beings and ancestral karmic trauma—like associations of black hair or crooked enamel with further spiritual which means.
These high-assertion beliefs eventually collided together with her community profile.
Controversies & Community Backlash
By mid-2024, Mariya’s spiritual content began to conflict along with her company image. The Enterprise of Manner claimed on subscribers, influencers, and even internal mirrored brand names elevating alarms right after exploring statements about Hitler being a Trainer of “3D Earth warfare,” denials of ailment, and crystal divination—all beneath Mariya’s serious identify.
Notable critics:
YouTuber Keya’s Globe and Zachary Michael stated they’d now not collaborate with Scentbird.
Reddit threads like r/BeautyGuruChatter have overtly referred to as out her pseudoscientific claims and questioned the standard of Scentbird’s assistance.
Despite the backlash, Mariya insists she retains her identities distinct and stands by her spiritual mission, unbowed by tension to get rid of content material .
Strengths & Strategic Deserves
1. Genuine Dual Persona
Mariya’s combination of tech entrepreneurship and spiritual teaching is unusual among the her peers. It offers:
An reliable personalized brand name that resonates with consumers trying to find deeper connections.
Diversified revenue streams across retreat situations ($1,111 to $one hundred twenty five,000) and personal channeling sessions.
two. Scale & mariya nurislamova Affect
Enterprise development: Scentbird reports forty five–50% YoY advancement due to the fact 2022, profitability considering that 2019, with annual revenues surpassing $a hundred million.
Cultural visibility: Her spiritual channel garners countless A huge number of sights for each online video, generating viral cultural presence.
3. Faithful Neighborhood
More than one,200 video clips and constant uploads have crafted a cult-like adhering to of seekers open up to her Strength-based and mystical offerings.
Rising Dangers & Identification Challenges
Model Reputation Chance
Buyers, staff, and prospects could watch Mariya’s metaphysical claims as off-putting, perhaps eroding manufacturer have confidence in.
Written content Moderation & Liability
Daring claims in health and fitness and spirituality might invite social-platform warnings, regulatory scrutiny, or debates more than ethical obligation in affect.
Stakeholder Confusion
Regardless of her assurances, traders keep on being largely unaware of her spiritual id. Any perceived misalignment could pressure stakeholder assurance.
Path Ahead: Navigating Twin Tracks
Clearer Boundaries
Mariya could possibly compartmentalize her spiritual and business enterprise worlds more efficiently—protecting spiritual written content on individual platforms or beneath a pseudonym.
Embracing Convergence
Alternatively, she could lean in to the fusion—integrating wellness components into her manufacturers (e.g., a Scentbird scent + meditation bundle).
Refining Messaging
By grounding her extra ethereal written content with evidenced-based mostly advice, she could expand her base whilst minimizing alienation.
Closing Views
Mariya Nurislamova stands at a unusual intersection—where enterprise‑grade entrepreneurship satisfies spiritual authority. She has developed a scalable, financially rewarding small business empire, whilst capturing the imaginations of digital-age spiritual seekers.
Nevertheless this extremely duality is her finest asset and biggest challenge. The mystic and also the CEO co-exist in one particular person, producing friction. How Mariya navigates this frontier—both by distinguishing her voices or by harmonizing them—will determine her upcoming legacy.
Will Scentbird stay a fragrance staple with neutral branding?
Will her spiritual mission evolve right into a mainstream wellness motion?
Can these paths co-exist, or will just one eclipse one other?
This resonates to be a cautionary tale within our age of founder transparency: When beliefs are public, ambition and authenticity stroll a great line.
In brief, Mariya Nurislamova is no standard CEO. She's a visionary entrepreneur, a channel for spiritual messages, along with a cultural figure navigating the messy overlap of small business and belief. Her next moves may perhaps chart new territory—not simply in fragrance, but in how business leaders shape their identities from the digital spiritual age.