Mariya Nurislamova 1st manufactured her mark being a serial entrepreneur from the natural beauty-tech Place. In 2014, she co‑Started Scentbird, a fragrance‑membership support pitched as being the “Netflix for perfumes.” The System rapidly scaled to about 700,000 regular monthly subscribers in the U.S. and Canada, presenting access to 800+ designer scents.
Below her leadership, Scentbird elevated over $25 million in undertaking money, participated in Y Combinator, and have become worthwhile by 2019, building annual profits north of $a hundred million with growth of forty five–fifty% year-in excess of-calendar year. Her suggestions—to "start modest and hardly ever quit"—has resonated with a lot of rising business owners.
But starting all-around 2018, Mariya released a parallel facet to her persona: spiritual Trainer, intuitive, channel, artist, and author. Launching the YouTube channel “This is often Mariya”, she often delivers guided meditations, energy‑channeling classes, and mystical talks centered on chakras, manifestation, quantum acceleration, cosmic beings, plus more. The channel has grown to ~102,000 subscribers and 1,two hundred+ video clips, together with her broader existence throughout TikTok, Instagram, Spotify, and podcasts reaching about 300,000 followers .
Crossing Worlds: Entrepreneurship & Metaphysics
Mariya’s dual id—business enterprise CEO by day and spiritual Expert by evening—seldom intersected publicly till mid‑2024. That’s when Business of Manner spotlighted her beliefs about humanity living in a “Matrix‑like” simulation, extraterrestrials, and radical metaphysical interpretations—even describing Adolf Hitler as “one of the larger… sources of familiarity with 3D planet earth warfare”.
These views ignited a wave of on the net backlash:
YouTubers including Keya’s World and Zachary Michael publicly stated they'd now not function with Scentbird.
Reddit threads in communities like r/BeautyGuruChatter criticized her "pseudo-scientific beliefs" and recommended followers to ditch Scentbird.
Social media marketing consumers were being especially appalled by claims that conditions like most cancers or AIDS can be cured in a week, miscarriage was “a selection,” and Bodily attributes (e.g., crooked teeth, hair color) held spiritual importance.
Nonetheless, Mariya continues to be resolute. She maintains her spiritual written content is different from her CEO obligations, stating she takes advantage of mariya nurislamova scentbird only “Mariya” in spiritual channels to shield Scentbird’s brand.
The Power of Duality
Strengths of Mariya’s Tactic
Genuine Differentiation
Her fusion of company results and spiritual exercise sets her apart—developing a deeply own manufacturer with pathways into membership, retreats, personal sessions, and guided ordeals .
Scale and Strategic Self-control
Scentbird’s regular progress underscores her power to translate vision into operational truth, even though her spiritual side drives a in the same way expansive information engine.
Local community Depth
The regularity and intimacy of her articles—guided meditations, Q&As, and live courses—foster strong Neighborhood bonds among followers trying to get spiritual transformation.
Emerging Challenges & Fractures
Manufacturer Popularity Hazard
The spiritual material has made unease among the influencers, consumers, and traders that are not comfortable associating with these metaphysical narratives .
Material Liability
Bold overall health statements and conspiracy-tinged spirituality could invite scrutiny from platforms, skeptical buyers, or regulatory groups concerned about misinformation.
Cross‑Identity Confusion
Although Mariya insists on separating her two worlds, critics argue the identities previously overlap—Specially by way of her involvement in Scentbird‑linked content material and sponsorships.
Navigating the longer term
Strategic Possibilities
Compartmentalize
Mariya could sustain a clear boundary—retaining her spiritual id underneath a distinct name and System even though retaining Scentbird different and brand name-neutral.
Combine
By weaving spiritual and wellness features into her firms—like scent + meditation kits—she could lean right into a wellness‑centric brand name evolution.
Explain Messaging
Tonal stability—grounding her spiritual articles with direction disclaimers or scaling back again controversial metaphysical promises—could broaden her attraction and cut down friction.
Validation by way of Response
In spite of backlash, Mariya continues to extend her spiritual ecosystem—from charging $1,111 glastonbury retreats to $a hundred twenty five,000 personal transformational events, on the net channelling classes at $3,000, and her 2021 guide 72 Keys to Manifestation. Her followers’ optimistic Amazon opinions suggest her knowledge resonates deeply with lots of seekers .
Ultimate Choose
Mariya Nurislamova embodies a uncommon fashionable archetype: a enterprise-pushed CEO with a substantial-stakes spiritual change ego. Her journey displays broader cultural convergence—where community figures can concurrently occupy the worlds of commerce, metaphysics, and cultural commentary.
Scentbird's achievement attests to her business enterprise savvy.
This really is Mariya demonstrates her ability to command notice and Develop deep emotional resonance.
The fact clash among these worlds—sparked by metaphysical pronouncements—poses both equally threat and prospect.
Whether or not she amplifies the convergence or draws company boundaries, Mariya stands at a pivotal crossroads. Her upcoming steps may perhaps redefine what this means to get a founder from the spiritual-tech period—layering ambition with authenticity in a very model-new way.