Investor Overview · May 2026
Most supplements don't know what day of your cycle it is.
Selene does.
The problem
One formula. All month. Designed for an average body on an average day — which is not how bodies work, and the supplement industry has always known it.
Your nutritional needs on day 3 are nothing like day 19. They're even more different if you have PCOS, PMDD, or are in perimenopause. Those three things affect more than 40% of women. No product at scale has ever accounted for any of it.
Until now.
The product
Selene runs on your cycle — a 28-day pack, each day's pouch loaded with exactly what your body needs at that phase. Log your period start, answer a short quiz, and Selene takes it from there. Connect an Oura Ring and it reads your skin temperature to confirm ovulation instead of guessing. Each pouch is named — Pain Patrol, Go Mode, The Unwind — so there's nothing to figure out at 6am before a training session.
A small nightly insert that increases blood flow, warmth, and natural lubrication while supporting the vaginal microbiome. It shows up in your pack automatically on ovulatory and luteal days — the days your body is most receptive. Not a product you remember to use. Part of the ritual.
The personalization
A PCOS user and a PMDD user follow the same 28-day calendar but their packs look completely different. Selene detects which of 18 hormonal profiles fits you — from an audio intake, a short quiz, and your wearable data — then adjusts the stack automatically. No manual toggling. No re-ordering different products. You just open the pouch.
Healthy baseline. Phase-optimised base stack across all four phases.
Athlete protocol. Creatine, electrolytes, and recovery compounds phased around cycle load tolerance.
HRT or no-cycle users. Static optimised stack, no phase rotation.
PMDD. Saffron + Calcium + L-Theanine in luteal — clinical-grade without Rx.
Postpartum. Methylfolate, D3, DHA, ashwagandha for depletion recovery.
Estrogen dominance. DIM + Calcium D-Glucarate shifts estrogen metabolism.
Perimenopause. Black Cohosh + Red Clover + Selenium for hot flashes and irregular cycles.
PCOS. Inositol + Berberine + Spearmint replaces base stack — addresses insulin and androgen axis.
Endometriosis. Anti-inflammatory stack: curcumin, NAC, omega-3 at therapeutic doses.
Fibroids. Iron repletion, nattokinase, vitamin K2 — manages heavy-flow consequences.
Low progesterone. Vitex + Ashwagandha + B6 deepened in luteal phase.
Fertility/TTC. CoQ10 at 600mg, DHEA, methylfolate, zinc — egg quality protocol.
Post-menopause. Bone density focus: D3 + K2 + boron + magnesium glycinate.
Teen protocol. Lower doses, gentle adaptogens, iron and B12 for early cycles.
Hypothalamic amenorrhea / stress. Adaptogens, caloric-density nudges, bone protection.
Post-pill. DIM to clear synthetic estrogen, B12/B6 repletion, rebalancing stack.
Thyroid. Selenium + Methylfolate + D3 + iodine targeted stack.
Low estrogen. Red Clover + Maca + Vegan Glow for atrophic and low-drive symptoms.
Sample pouch — Day 19 · Luteal · PMDD profile
Revenue model
Path to $12M ARR
| Milestone | Subs | ARPU | ARR | When |
|---|---|---|---|---|
| F&F beta | 25 | $55 | $16K | April 2026 |
| Waitlist launch | 250 | $60 | $180K | Q3 2026 |
| Influencer + PR push | 1,500 | $68 | $1.2M | Q1 2027 |
| Retail pilot (Ulta/Target) | 6,000 | $75 | $5.4M | Q3 2027 |
| Scale + clinical data | 13,000 | $82 | $12.8M | Q2 2028 |
Why nobody catches up
Oura skin temperature catches the LH surge days before calendar math would. Your phase shifts in real time. Every competitor is still guessing. Selene is reading your body.
PCOS, endometriosis, PMDD, perimenopause, postpartum, fertility, thyroid, post-pill, teen, and 9 more. Each gets a completely different stack. Audio intake plus symptom quiz plus wearable data figures out which one fits — automatically, at signup.
The only cycle-timed intimate wellness product on the market. No supplement brand plays here. No intimate brand has the cycle data to enter. It drops into your routine on exactly the days your body wants it.
Every symptom log sharpens the model for every user. At 10K subscribers, Selene holds more cycle-supplement response data than any clinical study ever run. The database is the moat.
Intellectual property
Selene and Ardor are protected by three co-pending provisional patent applications covering composition, device, and platform. No funded competitor has filed on cycle-phase-timed intravaginal delivery combined with wearable-informed supplement personalization. We looked.
The landscape
Cycle-intelligent supplementation. Hormonal profile personalization. Intimate wellness. No funded competitor sits at that intersection. They each stopped at one.
| Competitor | Raised | What Selene has that they don't |
|---|---|---|
| Perelel | $9.5M | Static 4-bottle system — no personalization, no hormone profiling, no intimate layer |
| Bonafide | $40M+ | Menopause only — no cycle intelligence, no wearable integration |
| DAYE | $8M | Single CBD tampon, UK-only — no supplement stack |
| Evvy | $25M | Microbiome diagnostic only — no delivery, no supplements |
| Flo / Clue | $200M+ | Tracking apps — no product, no supplements, no revenue per pack |
The science
Selene makes no drug claims. It doesn't need to. Every compound in the library has published clinical evidence. The breakthrough isn't the ingredients — it's getting the right one, at the right dose, on the right day, for the right hormonal profile.
That last mile has never been built at consumer scale. That's the product.
The opportunity
Selene is live today. F&F trial underway. 18 hormonal profiles, 39+ OTC ingredients, NSF batch tested, 100% vegan, wearable biodata integration, predictive phase analytics — all built. Works on calendar math alone and gets sharper as users connect wearables or import from Flo/Clue/Apple Health.
We're not raising a formal round yet. If you want to be part of building this, it starts with a coffee.
Contact
mike@stepsventures.comselene · steps ventures · confidential · may 2026