Mariya Nurislamova is very best often known as the co-founder and CEO of Scentbird, the favored subscription assistance billed because the “Netflix of perfume.” Through the years she has also released Deck of Scarlet, a immediate-to-customer natural beauty manufacturer, and Drift, a scent-focused car or truck accent line.
Nevertheless, by night time she transforms right into a spiritual Instructor, intuitive, channel, artist, and author—roles mirrored in her prolific YouTube channel “This is often Mariya,” which has amassed over 102,000 subscribers and capabilities a lot more than one,200 video clips. Her spiritual messages blend guided meditations, energy channeling, and cosmic philosophy, attracting a big and engaged audience.
Electronic Existence & Articles
On YouTube, Mariya’s output spans:
Meditations & channeling sessions: Centered on chakras, Electricity portals, healing, and quantum manifestation.
Intuitive Q&A movies: Open up, private interactions the place she addresses viewers’ deepest issues.
Limited-type clips and motivational posts: Shared throughout TikTok, Instagram, and Spotify, contributing to her approximated ~300,000 followers across platforms.
Her cross-System get to helps make her a noteworthy voice in the trendy spirituality arena.
Entrepreneurial Journey
While her spiritual identification thrives online, her founder persona is rooted in tangible business enterprise achievements:
Scentbird (2014–present): A membership model giving more than 800 fragrance solutions to ~700,000 subscribers from the U.S. and Canada, backed by YC and raising in excess of $twenty five million in undertaking funding.
Deck of Scarlet: A attractiveness subscription palette introduced in 2018–19, collaborating with major influencers to provide curated make-up kits beneath $30 every single two months.
Drift: A seamless nod to her scent-obsessed branding, delivering fragrance remedies to cars.
Her entrepreneurial increase has long been greatly included by company outlets such as Inc. and Make-up.com, highlighting her rags-to-riches immigrant story and early enthusiasm for fragrances.
The Awakening: Spiritual Transform in 2018
In 2018, Mariya professional what she describes for a spiritual awakening—marked by impetus toward angelic channeling, visions, and intuitive “downloads.” Soon after, she released her spirituality-targeted material throughout YouTube, Instagram, and TikTok.
Due to the fact then, her information has delved into:
Living in “the Matrix”, a simulated actuality framework.
Therapeutic by means of Electricity, which include claims like self-healing most cancers or AIDS and processing miscarriage for a karmic alternative.
Interstellar beings and ancestral karmic trauma—which includes associations of black hair or crooked teeth with deeper spiritual this means.
These large-assertion beliefs finally collided together with her general public profile.
Controversies & Community Backlash
By mid-2024, Mariya’s spiritual information started to conflict along with her company impression. The Enterprise of Vogue reported on subscribers, influencers, and in many cases interior mirrored models raising alarms following finding statements about Hitler to be a Trainer of “3D World warfare,” denials of ailment, and crystal mariya nurislamova divination—all less than Mariya’s genuine name.
Noteworthy critics:
YouTuber Keya’s Entire world and Zachary Michael stated they’d now not collaborate with Scentbird.
Reddit threads like r/BeautyGuruChatter have overtly known as out her pseudoscientific promises and questioned the caliber of Scentbird’s assistance.
Despite the backlash, Mariya insists she retains her identities distinct and stands by her spiritual mission, unbowed by pressure to get rid of written content .
Strengths & Strategic Deserves
1. Reliable Dual Persona
Mariya’s mixture of tech entrepreneurship and spiritual educating is uncommon between her peers. It offers:
An authentic personal brand that resonates with buyers searching for further connections.
Diversified revenue streams across retreat situations ($one,111 to $a hundred twenty five,000) and personal channeling sessions.
2. Scale & Influence
Organization advancement: Scentbird experiences forty five–fifty% YoY growth due to the fact 2022, profitability since 2019, with once-a-year revenues surpassing $a hundred million.
Cultural visibility: Her spiritual channel garners a huge selection of Countless sights for each video clip, generating viral cultural existence.
three. Loyal Group
Over one,200 films and reliable uploads have designed a cult-like adhering to of seekers open up to her Electricity-based mostly and mystical choices.
Emerging Risks & Identification Problems
Manufacturer Status Risk
Traders, employees, and buyers may look at Mariya’s metaphysical promises as off-putting, perhaps eroding manufacturer have confidence in.
Written content Moderation & Legal responsibility
Daring claims in overall health and spirituality may invite social-System warnings, regulatory scrutiny, or debates more than ethical duty in impact.
Stakeholder Confusion
Even with her assurances, buyers remain largely unaware of her spiritual identity. Any perceived misalignment could pressure stakeholder self esteem.
Path In advance: Navigating Dual Tracks
Clearer Boundaries
Mariya might compartmentalize her spiritual and business worlds far more effectively—keeping spiritual content material on separate platforms or beneath a pseudonym.
Embracing Convergence
Alternatively, she could lean in the fusion—integrating wellness components into her brand names (e.g., a Scentbird scent + meditation bundle).
Refining Messaging
By grounding her a lot more ethereal articles with evidenced-dependent steering, she could develop her foundation when reducing alienation.
Ultimate Feelings
Mariya Nurislamova stands at a unusual intersection—the place enterprise‑grade entrepreneurship satisfies spiritual authority. She has crafted a scalable, financially rewarding business empire, while capturing the imaginations of electronic-age spiritual seekers.
Still this incredibly duality is her biggest asset and biggest obstacle. The mystic as well as CEO co-exist in a single particular person, producing friction. How Mariya navigates this frontier—either by distinguishing her voices or by harmonizing them—will outline 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 1 eclipse one other?
This resonates being a cautionary tale in our age of founder transparency: When beliefs are general public, ambition and authenticity walk a fine line.
Briefly, Mariya Nurislamova isn't any ordinary CEO. She's a visionary entrepreneur, a channel for spiritual messages, along with a cultural determine navigating the messy overlap of enterprise and perception. Her up coming moves may chart new territory—not simply in fragrance, but in how company leaders form their identities within the electronic spiritual age.