Mariya Nurislamova is best generally known as the co-founder and CEO of Scentbird, the popular subscription provider billed since the “Netflix of perfume.” Over the years she has also introduced Deck of Scarlet, a immediate-to-client splendor model, and Drift, a scent-concentrated auto accessory line.

Nevertheless, by evening she transforms right into a spiritual Instructor, intuitive, channel, artist, and author—roles mirrored in her prolific YouTube channel “That is Mariya,” that has amassed above 102,000 subscribers and attributes more than one,two hundred video clips. Her spiritual messages blend guided meditations, energy channeling, and cosmic philosophy, attracting a major and engaged viewers.

Digital Existence & Material
On YouTube, Mariya’s output spans:

Meditations & channeling sessions: Centered on chakras, Power portals, healing, and quantum manifestation.

Intuitive Q&A video clips: Open, personalized interactions where she addresses viewers’ deepest concerns.

Shorter-kind clips and motivational posts: Shared across TikTok, Instagram, and Spotify, contributing to her approximated ~three hundred,000 followers across platforms.

Her cross-System access can make her a notable voice in the trendy spirituality arena.

Entrepreneurial Journey
Even though her spiritual identity thrives on the net, her founder persona is rooted in tangible business achievements:

Scentbird (2014–current): A subscription product supplying around 800 fragrance choices to ~700,000 subscribers from the U.S. and Canada, backed by YC and raising in excess of $twenty five million in venture funding.

Deck of Scarlet: A splendor membership palette released in 2018–19, collaborating with top influencers to offer curated makeup kits less than $30 each and every two months.

Drift: A seamless nod to her scent-obsessed branding, delivering fragrance answers to automobiles.

Her entrepreneurial rise has long been extensively protected by business enterprise stores which include Inc. and Make-up.com, highlighting her rags-to-riches immigrant story and early enthusiasm for fragrances.

The Awakening: Spiritual Convert in 2018
In 2018, Mariya expert what she describes being a spiritual awakening—marked by impetus towards angelic channeling, visions, and intuitive “downloads.” Before long immediately after, she released her spirituality-concentrated articles across YouTube, Instagram, and TikTok.

Due to the fact then, her material has delved into:

Residing in “the Matrix”, a simulated actuality framework.

Therapeutic through Power, together with statements like self-therapeutic most cancers or AIDS and processing miscarriage as being a karmic option.

Interstellar beings and ancestral karmic trauma—which include associations of black hair or crooked enamel with further spiritual which means.

These significant-assertion beliefs sooner or later collided along with her community profile.

Controversies & General public Backlash
By mid-2024, Mariya’s spiritual information started to conflict along with her corporate impression. The Business enterprise of Vogue noted on subscribers, influencers, and in some cases interior mirrored makes increasing alarms immediately after finding statements about Hitler like a Trainer of “3D planet warfare,” denials of disorder, and crystal divination—all under Mariya’s serious identify.

Noteworthy critics:

YouTuber Keya’s World and Zachary Michael mentioned they’d no longer collaborate with Scentbird.

Reddit threads like r/BeautyGuruChatter have openly called out her pseudoscientific claims and questioned the standard of Scentbird’s service.

Regardless of the backlash, Mariya insists she retains her identities unique and stands by her spiritual mission, unbowed by tension to get rid of material .

Strengths & Strategic Deserves
one. Reliable Dual Persona
Mariya’s combination of tech entrepreneurship and spiritual teaching is unusual among the her peers. It provides:

An genuine personal brand name that resonates with consumers in search of further connections.

Diversified earnings streams across retreat activities ($one,111 to $one hundred twenty five,000) and personal channeling classes.

two. Scale & Influence
Organization expansion: Scentbird experiences forty five–50% YoY expansion considering the fact that 2022, profitability because 2019, with yearly revenues surpassing $one hundred million.

Cultural visibility: Her spiritual channel garners hundreds of A large number of views for every movie, creating viral cultural existence.

3. Faithful Group
About 1,200 films and constant uploads have developed a cult-like next of seekers open up to her Power-primarily based and mystical choices.

Emerging Risks & Id Worries
Brand name Reputation Hazard
Traders, staff members, and clients may possibly view Mariya’s metaphysical statements as off-putting, potentially eroding brand name belief.

Material Moderation & Legal responsibility
Bold promises in overall health and spirituality may well invite social-System warnings, regulatory scrutiny, or debates around moral responsibility in influence.

Stakeholder Confusion
Even with her assurances, traders keep on being mostly unaware of her spiritual identification. Any perceived misalignment could strain stakeholder self-assurance.

Path In advance: Navigating Dual Tracks
Clearer Boundaries
Mariya may compartmentalize her spiritual and company worlds much more effectively—protecting spiritual written content on individual platforms or below a pseudonym.

Embracing Convergence
Alternatively, she could lean into the fusion—integrating wellness factors into her brand names (e.g., a Scentbird scent + meditation bundle).

Refining Messaging
By grounding her much more ethereal written content with evidenced-dependent assistance, she could expand her base when reducing alienation.

Final Feelings
Mariya Nurislamova stands at a unusual intersection—where venture‑grade entrepreneurship fulfills spiritual authority. She has designed a scalable, lucrative enterprise empire, when capturing the imaginations of electronic-age spiritual seekers.

Nonetheless this extremely duality is her best asset and biggest challenge. The mystic along with the CEO co-exist in a single man or woman, creating friction. How Mariya navigates this frontier—possibly by distinguishing her voices or by harmonizing them—will determine her future 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 1 eclipse another?

This resonates being a cautionary tale within our age of founder transparency: When beliefs are community, ambition and authenticity walk a good line.

In brief, Mariya Nurislamova is not any everyday CEO. She is a visionary entrepreneur, a channel for spiritual messages, and also a cultural determine navigating the messy overlap of small business and belief. Her future moves may possibly chart new territory—not just in fragrance, but in how business scentbird ceo leaders form their identities within the digital spiritual age.