Mariya Nurislamova initial designed her mark for a serial entrepreneur during the natural beauty-tech Place. In 2014, she co‑Started Scentbird, a fragrance‑membership provider pitched since the “Netflix for perfumes.” The System promptly scaled to above 700,000 month-to-month subscribers within the U.S. and Canada, offering usage of 800+ designer scents.
Below her Management, Scentbird raised about $25 million in undertaking capital, participated in Y Combinator, and have become lucrative by 2019, making annual profits north of $100 million with progress of forty five–50% yr-over-yr. Her tips—to "start off compact and never ever give up"—has resonated with a lot of rising entrepreneurs.
But starting all-around 2018, Mariya introduced a parallel aspect to her persona: spiritual Instructor, intuitive, channel, artist, and author. Launching the YouTube channel “This Is Mariya”, she usually provides guided meditations, Electrical power‑channeling sessions, and mystical talks focused on chakras, manifestation, quantum acceleration, cosmic beings, and a lot more. The channel has developed to ~102,000 subscribers and one,two hundred+ videos, with her broader presence across TikTok, Instagram, Spotify, and podcasts reaching approximately 300,000 followers .
Crossing Worlds: Entrepreneurship & Metaphysics
Mariya’s dual identification—organization CEO by working day and spiritual Expert by evening—almost never intersected publicly until mid‑2024. That’s when Company of Trend spotlighted her beliefs about humanity living in a “Matrix‑like” simulation, extraterrestrials, and radical metaphysical interpretations—even describing Adolf Hitler as “one of several larger… resources of familiarity with 3D Earth earth warfare”.
These views ignited a wave of on the web backlash:
YouTubers for example Keya’s Entire world and Zachary Michael publicly said they'd not function with Scentbird.
Reddit threads in communities like r/BeautyGuruChatter criticized her "pseudo-scientific beliefs" and advised followers to ditch Scentbird.
Social media users were being significantly appalled by promises that disorders like cancer or AIDS could possibly be cured in per week, miscarriage was “a choice,” and Actual physical characteristics (e.g., crooked teeth, hair coloration) held spiritual significance.
But, Mariya continues to be resolute. She maintains her spiritual written content is individual from her CEO duties, stating she works by using only “Mariya” in spiritual channels to guard Scentbird’s brand.
The Energy of Duality
Strengths of Mariya’s Strategy
Reliable Differentiation
Her fusion of corporate achievement and spiritual observe sets her scentbird ceo apart—developing a deeply personalized brand with pathways into membership, retreats, personal sessions, and guided activities .
Scale and Strategic Discipline
Scentbird’s reliable development underscores her power to translate vision into operational fact, whilst her spiritual facet drives a similarly expansive articles motor.
Neighborhood Depth
The regularity and intimacy of her content material—guided meditations, Q&As, and Stay classes—foster robust Group bonds amongst followers trying to find spiritual transformation.
Rising Hazards & Fractures
Model Reputation Threat
The spiritual written content has produced unease amid influencers, prospects, and investors who're awkward associating Using these metaphysical narratives .
Written content Legal responsibility
Bold wellness statements and conspiracy-tinged spirituality could invite scrutiny from platforms, skeptical people, or regulatory teams worried about misinformation.
Cross‑Id Confusion
Though Mariya insists on separating her two worlds, critics argue the identities currently overlap—Specifically by way of her involvement in Scentbird‑joined written content and sponsorships.
Navigating the longer term
Strategic Solutions
Compartmentalize
Mariya could maintain a transparent boundary—retaining her spiritual id less than a definite identify and System even though preserving Scentbird individual and model-neutral.
Integrate
By weaving spiritual and wellness factors into her organizations—including scent + meditation kits—she could lean into a wellness‑centric brand evolution.
Explain Messaging
Tonal harmony—grounding her spiritual articles with assistance disclaimers or scaling back controversial metaphysical promises—could broaden her enchantment and lower friction.
Validation by way of Response
Despite backlash, Mariya proceeds to grow her spiritual ecosystem—from charging $one,111 glastonbury retreats to $125,000 non-public transformational gatherings, on the internet channelling sessions at $three,000, and her 2021 e-book seventy two Keys to Manifestation. Her followers’ beneficial Amazon evaluations suggest her knowledge resonates deeply with numerous seekers .
Final Acquire
Mariya Nurislamova embodies a uncommon modern archetype: a enterprise-pushed CEO by using a higher-stakes spiritual change ego. Her journey displays broader cultural convergence—where community figures can at the same time occupy the worlds of commerce, metaphysics, and cultural commentary.
Scentbird's accomplishment attests to her company savvy.
This is certainly Mariya demonstrates her capacity to command awareness and Develop deep psychological resonance.
The fact clash in between these worlds—sparked by metaphysical pronouncements—poses both equally danger and prospect.
Regardless of whether she amplifies the convergence or attracts business boundaries, Mariya stands at a pivotal crossroads. Her following steps may well redefine what it means being a founder in the spiritual-tech era—layering ambition with authenticity within a model-new way.