Mariya Nurislamova very first made her mark as being a serial entrepreneur within the attractiveness-tech Area. In 2014, she co‑founded Scentbird, a fragrance‑membership support pitched since the “Netflix for perfumes.” The platform immediately scaled to around seven hundred,000 month to month subscribers within the U.S. and Canada, offering usage of 800+ designer scents.
Beneath her leadership, Scentbird raised in excess of $25 million in undertaking funds, participated in Y Combinator, and became lucrative by 2019, building yearly revenue north of $one hundred million with development of forty five–fifty% year-around-calendar year. Her advice—to "get started smaller and in no way quit"—has resonated with lots of emerging business people.
But starting all over 2018, Mariya introduced a parallel aspect to her persona: spiritual Trainer, intuitive, channel, artist, and writer. Launching the YouTube channel “That is Mariya”, she commonly provides guided meditations, 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 1,200+ videos, along with her broader existence across TikTok, Instagram, Spotify, and podcasts achieving around 300,000 followers .
Crossing Worlds: Entrepreneurship & Metaphysics
Mariya’s dual id—business CEO by working day and spiritual guru by night time—not often intersected publicly right up until mid‑2024. That’s when Business enterprise of Vogue spotlighted her beliefs about humanity residing in a “Matrix‑like” simulation, extraterrestrials, and radical metaphysical interpretations—even describing Adolf Hitler as “one of the bigger… sources of knowledge of 3D World earth warfare”.
These views ignited a wave of on-line backlash:
YouTubers such as Keya’s Entire world and Zachary Michael publicly mentioned they might no more do the job with Scentbird.
Reddit threads in communities like r/BeautyGuruChatter criticized her "pseudo-scientific beliefs" and suggested followers to ditch Scentbird.
Social websites users were especially appalled by statements that diseases like cancer or AIDS may be cured in each week, miscarriage was “a selection,” and physical attributes (e.g., crooked enamel, hair coloration) held spiritual importance.
However, Mariya continues to be resolute. She maintains her spiritual material is independent from her CEO duties, stating she employs only “Mariya” in spiritual channels to safeguard Scentbird’s manufacturer.
The Power of Duality
Strengths of Mariya’s Tactic
Genuine Differentiation
Her fusion of company results and spiritual follow sets her apart—creating a deeply personal brand with pathways into membership, retreats, non-public classes, and guided encounters .
Scale and Strategic Self-discipline
Scentbird’s constant advancement underscores her capacity to translate eyesight into operational actuality, although her spiritual aspect drives a equally expansive content material motor.
Neighborhood Depth
The consistency and intimacy of her information—guided meditations, Q&As, and Dwell classes—foster potent community bonds amid followers seeking spiritual transformation.
Emerging Pitfalls & Fractures
Manufacturer Track record Chance
The spiritual material has established mariya nurislamova scentbird unease among influencers, shoppers, and buyers who will be not comfortable associating with these metaphysical narratives .
Articles Liability
Bold overall health claims and conspiracy-tinged spirituality could invite scrutiny from platforms, skeptical customers, or regulatory teams worried about misinformation.
Cross‑Id Confusion
Though Mariya insists on separating her two worlds, critics argue the identities now overlap—especially as a result of her involvement in Scentbird‑joined articles and sponsorships.
Navigating the Future
Strategic Options
Compartmentalize
Mariya could maintain a clear boundary—retaining her spiritual identity under a definite title and System although maintaining Scentbird separate and model-neutral.
Combine
By weaving spiritual and wellness features into her corporations—including scent + meditation kits—she could lean right into a wellness‑centric brand name evolution.
Explain Messaging
Tonal balance—grounding her spiritual articles with assistance disclaimers or scaling again controversial metaphysical promises—could broaden her attraction and reduce friction.
Validation by Reaction
Even with backlash, Mariya proceeds to extend her spiritual ecosystem—from charging $one,111 glastonbury retreats to $a hundred twenty five,000 non-public transformational situations, on line channelling classes at $three,000, and her 2021 guide seventy two Keys to Manifestation. Her followers’ favourable Amazon assessments counsel her wisdom resonates deeply with several seekers .
Ultimate Consider
Mariya Nurislamova embodies a rare modern archetype: a undertaking-driven CEO with a higher-stakes spiritual change ego. Her journey demonstrates broader cultural convergence—the place general public figures can concurrently occupy the worlds of commerce, metaphysics, and cultural commentary.
Scentbird's success attests to her business enterprise savvy.
That is Mariya demonstrates her capacity to command consideration and build deep emotional resonance.
The fact clash in between these worlds—sparked by metaphysical pronouncements—poses both of those threat and prospect.
Regardless of whether she amplifies the convergence or draws organization boundaries, Mariya stands in a pivotal crossroads. Her up coming actions may possibly redefine what this means being a founder in the spiritual-tech period—layering ambition with authenticity in a brand name-new way.