Mariya Nurislamova 1st made her mark being a serial entrepreneur in the natural beauty-tech space. In 2014, she co‑founded Scentbird, a fragrance‑membership service pitched because the “Netflix for perfumes.” The platform swiftly scaled to in excess of seven hundred,000 regular subscribers while in the U.S. and Canada, supplying entry to 800+ designer scents.
Under her Management, Scentbird elevated in excess of $25 million in enterprise capital, participated in Y Combinator, and have become profitable by 2019, creating yearly revenue north of $one hundred million with progress of forty five–50% calendar year-over-yr. Her tips—to "get started smaller and under no circumstances hand over"—has resonated with a lot of rising business people.
But beginning around 2018, Mariya introduced a parallel aspect to her persona: spiritual Instructor, intuitive, channel, artist, and author. Launching the YouTube channel “This is certainly Mariya”, she commonly delivers guided meditations, Electrical power‑channeling periods, and mystical talks centered on chakras, manifestation, quantum acceleration, cosmic beings, plus more. The channel has developed to ~102,000 subscribers and one,200+ videos, along with her broader presence throughout TikTok, Instagram, Spotify, and podcasts reaching approximately three hundred,000 followers .
Crossing Worlds: Entrepreneurship & Metaphysics
Mariya’s twin identification—business enterprise CEO by working day and spiritual guru by night—seldom intersected publicly until finally mid‑2024. That’s when Enterprise of Vogue spotlighted her beliefs about humanity living in a “Matrix‑like” simulation, extraterrestrials, and radical metaphysical interpretations—even describing Adolf Hitler as “one of the increased… resources of knowledge of 3D Earth earth warfare”.
These sights ignited a wave of on the net backlash:
YouTubers for example Keya’s Globe and Zachary Michael publicly mentioned they would now not operate with Scentbird.
Reddit threads in communities like r/BeautyGuruChatter criticized her "pseudo-scientific beliefs" and advised followers to ditch Scentbird.
Social websites customers have been significantly appalled by claims that health conditions like cancer or AIDS can be cured in per week, miscarriage was “a alternative,” and Bodily characteristics (e.g., crooked teeth, hair shade) held spiritual importance.
Nonetheless, Mariya remains resolute. She maintains her spiritual material is different from her CEO duties, stating she employs only “Mariya” in spiritual channels to shield Scentbird’s model.
The Strength of Duality
Strengths of Mariya’s Tactic
Genuine Differentiation
Her fusion of corporate achievement and spiritual apply sets her aside—developing a deeply own brand with pathways into membership, retreats, private classes, and guided activities .
Scale and Strategic Self-discipline
Scentbird’s constant growth underscores her capacity to translate vision into operational truth, though her spiritual aspect drives a equally expansive written content motor.
Group Depth
The regularity and intimacy of her content material—guided meditations, Q&As, and Dwell courses—foster solid Local community bonds among followers trying to find spiritual transformation.
Emerging Challenges & Fractures
Model Name Possibility
The spiritual content has made unease among the influencers, shoppers, and investors that are uncomfortable associating Using these metaphysical narratives .
Articles Liability
Daring well being claims and conspiracy-tinged spirituality could invite scrutiny from platforms, skeptical individuals, or regulatory teams worried about misinformation.
Cross‑Id Confusion
Although Mariya insists on separating her two worlds, critics argue the identities now overlap—Specifically by her involvement in Scentbird‑linked material and sponsorships.
Navigating the long run
Strategic Choices
Compartmentalize
Mariya could keep a clear boundary—retaining her spiritual identification beneath a distinct name and System though keeping Scentbird different and model-neutral.
Integrate
By weaving spiritual and wellness factors into her organizations—for example scent + meditation kits—she could lean into a wellness‑centric model evolution.
Make clear Messaging
Tonal balance—grounding her spiritual content material with direction disclaimers or scaling again controversial scentbird ceo metaphysical promises—could broaden her appeal and lessen friction.
Validation via Response
Inspite of backlash, Mariya carries on to broaden her spiritual ecosystem—from charging $one,111 glastonbury retreats to $125,000 non-public transformational situations, on the net channelling classes at $three,000, and her 2021 book seventy two Keys to Manifestation. Her followers’ favourable Amazon reviews advise her knowledge resonates deeply with lots of seekers .
Closing Take
Mariya Nurislamova embodies a rare modern day archetype: a enterprise-driven CEO using a substantial-stakes spiritual alter Moi. Her journey reflects broader cultural convergence—where by public figures can concurrently occupy the worlds of commerce, metaphysics, and cultural commentary.
Scentbird's success attests to her small business savvy.
This really is Mariya demonstrates her capability to command awareness and Develop deep emotional resonance.
The fact clash in between these worlds—sparked by metaphysical pronouncements—poses equally risk and opportunity.
Irrespective of whether she amplifies the convergence or draws agency boundaries, Mariya stands in a pivotal crossroads. Her future steps may redefine what it means to generally be a founder within the spiritual-tech era—layering ambition with authenticity within a model-new way.