Our Selah Story

In the fast-evolving landscape of women’s wellness, Selah, founded by entrepreneur Alicia Williams, is emerging as a new force redefining how women understand their health, hormones, and rest. Williams, previously recognized for building the award-winning mental health startup Abloom, transitioned into the femtech and wellness space after a personal turning point.

At 30, despite leading a healthy and active lifestyle, Williams began experiencing unexpected shifts fatigue, anxiety, and hormonal imbalance that traditional wellness solutions failed to explain. “My labs were fine, but my body was not,” she recalls. “I realized women are often told to just push through, but what we actually need is to pause.”

That realization sparked Selah, a wellness company built on the belief that rest is not a luxury, it’s intelligence. By combining science, data, and design, Selah aims to help women live in sync with their biological and emotional rhythms — understanding when to push, when to pause, and how to truly restore.

Selah is a hormonal intelligence app that translates a woman’s cycle, stress, and sleep data into actionable insights to improve well-being over time. Grounded in the idea that self-knowledge is the foundation of self-care, Selah blends the precision of data with the warmth of human experience to help women reconnect with their natural rhythm.

As the wellness industry continues to shift toward personalization and preventive care, Selah is poised to lead a new chapter in women’s health — one grounded in rhythm, rest, and restoration.