Meet Cenita Williamson: U.S. Army Veteran and Founder of ALYS — Always Love Yourself
We are proud to introduce Cenita Williamson, founder of ALYS — Always Love Yourself and a recent graduate of the January 2026 SOAR Veteran Business Accelerator, offered through the Association of Women’s Business Centers in partnership with TikTok.
About ALYS — Always Love Yourself
ALYS — Always Love Yourself is a purpose-driven skincare brand created to inspire women 40+ to care for themselves with intention as their skin evolves with age. Through clean, thoughtfully formulated products designed for mature skin, ALYS empowers women to embrace aging, prioritize themselves, and build lasting confidence.
The name was chosen with care. As Cenita puts it, self-care is not a luxury — it is a necessity. ALYS was created as a gentle reminder for women to pause, reconnect, and care for themselves with intention, especially during the seasons of life when it becomes easiest to pour into everyone else and place themselves last. More than a skincare line, ALYS is a space where aging is honored and self-love is practiced daily.
About Cenita
Cenita Williamson is a U.S. Army veteran who served from 1998 to 2002. She built ALYS on a foundation of authenticity — a business that doesn’t just sell products, but carries a message. Prior to launching ALYS, Cenita spent more than 20 years in executive leadership roles, leading large-scale transformation, operations, and strategic initiatives. While her professional career focused on helping organizations grow and evolve, ALYS represents her desire to help women do the same—by embracing self-care, confidence, and self-love at every stage of life.
As a licensed esthetician and entrepreneur, Cenita combines her passion for skincare and wellness with her commitment to empowering women to prioritize themselves, embrace aging with confidence, and create intentional moments of care in their daily routines.
SOAR & How to Apply
We are grateful that Cenita brought ALYS to the SOAR program and proud to support a brand with such a meaningful mission. Through ALYS, Cenita is helping women redefine self-care as an act of self-love and empowerment. Her work serves as a reminder that caring for ourselves is not selfish—it is essential to showing up fully for our families, careers, communities, and ourselves.
The SOAR TikTok Business Accelerator is a free, 8-week virtual coaching program designed to help veteran entrepreneurs and military spouses grow their businesses online, increase sales, and confidently leverage TikTok Shop as a revenue channel.
Participants receive:
- Business fundamentals and TikTok Shop coaching
- Opportunities for 1:1 coaching and mentorship
- A community of driven veteran founders and military spouse entrepreneurs
To qualify, your business must be at least 50% veteran-owned and officially registered.
If you’re ready to strengthen your online sales strategy and scale with structure and support, apply for the next SOAR cohort and take the next step in your growth journey.