mariya nurislamova

 

Mariya Nurislamova: Innovating the Fragrance Experience



Mariya Nurislamova is a trailblazing entrepreneur who reimagined how people discover and enjoy fragrances. With a strong foundation in applied mathematics, computer science, and marketing, she has led several successful venture-backed beauty and tech startups.


Early Life & Education

  • Originally from Russia, Mariya pursued a BS in Mathematics and Computer Science at Perm State Technical University, followed by a BBA in Marketing Management at Baruch College in New York.
  • Her career began with roles including:
    • Executive Assistant in telecom (2008)
    • Regional Director at a speed-reading organization (2010)
    • COO of tech firm Neuvey, and founder of Missionelle and Beta Week (2011–2013).

Scentbird: Fragrance Subscription Reimagined

  • Founded in 2013–2014, Scentbird was born from her frustration with traditional perfume shopping—confusing, overwhelming, and often discouraging.
  • The concept: customers can “date perfumes before marrying them”—a monthly subscription model delivering elegantly packaged 30-day samples of a wide range of designer fragrances.
  • The innovation lies in blending tech with beauty:
    • A recommendation algorithm helps users discover scents based on preference.
    • The service avoids the “perfume graveyard” phenomenon—unused, full-sized bottles gathering dust.

Growth & Funding Achievements

  • Y Combinator accepted Scentbird into its accelerator in 2015, fueling early growth.
  • The company raised around $18.6 million in Series A—one of the largest rounds for a female-led DTC brand at the time.
  • Other fundraising highlights include exceeding early targets and raising approximately $25 million.

Expansion & Ecosystem Building

Under Mariya’s leadership, Scentbird has evolved beyond fragrance sampling:

  • Now offers 800+ fragrances and serves around 700,000 monthly subscribers across the U.S. and Canada, with sights set on European expansion.
  • The company has diversified into adjacent beauty categories, including skincare and wellness.

Sister Brands & Ventures

Mariya also helms several other ventures under the Scentbird umbrella:

  • Confessions of a Rebel – a community-influenced, gender-neutral fragrance brand
  • Deck of Scarlet – a clean-makeup subscription brand featuring influencer collaborations and “good-for-you” ingredients
  • Goodhabit – skincare focused on protection from blue light
  • Sanctuary – a fragrance brand with an animal conservation mission.

Philosophy & Recognition

  • Mariya is regularly recognized by Cosmetic Executive Women (CEW) as a powerful beauty executive. She has spoken about the value of peer recognition in the beauty landscape and the importance of authentic recommendations.
  • She emphasizes that women entrepreneurs should prioritize joy over money, maintain sustainable habits, and nurture their own well-being to better support others

Summary Table

Theme

Highlights

Education

Mathematics & CS (Perm State Technical University); Marketing Management (Baruch College)

Scentbird Launch

2013–2014: Founded to simplify perfume discovery

Growth Metrics

800+ scents, ~700,000 subscribers, expansion plans

Backing

Raised >$18M (Series A), participated in Y Combinator

Portfolio Brands

Confessions of a Rebel; Deck of Scarlet; Goodhabit; Sanctuary

Leadership Style

Tech-savvy, data-driven, community-engaged; advocates for women entrepreneurs

In essence, Mariya Nurislamova has transformed the fragrance industry through innovation, personalization, and thoughtful entrepreneurship. Her journey from a curious child experimenting with perfume to a bold beauty-tech CEO is a testament to following one’s passion with conviction.

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