How Cape Self Care Came to Be

The story of how Cape Self Care started and the entrepreneur behind it

Self-care is one of those words with many meanings. Is it bubble baths? Is it therapy? Is it Botox or a back massage? Is it a little treat at the end of a long day? To me, Alex Sequin—the owner of Cape Self Care, the answer is yes.

In December of 2022, I created the Cape Self Care Instagram page where I featured self-care businesses and practitioners on Cape Cod. Being a yoga teacher myself, I noticed that even though I had consistent clients and good feedback, it was still difficult to fill classes and gain a lot of traction, especially in the quiet season. I figured I wasn’t alone in this, so I started offering free shout outs and giveaways to yoga teachers, manicurists, massage therapists, gyms, and more.

As the page grew quickly, I knew there was more to Cape Self Care. In late winter of 2025, I took it to the next level by creating a website for people to search through different self-care categories to find businesses and people on the Cape who love what they do and whose main mission is to help others feel better.

It can be overwhelming to find the right self-care match in a new place, or even in your hometown. Whether it be a new gym, hairstylist, or yoga teacher, searching Google can feel too nebulous, and many people want a local's recommendation. When building the site, I made sure it felt relaxing and enjoyable to sift through and easy to get a sense for every business without feeling overwhelmed. Each category maxes out at 10 members so everyone gets decent visibility, and the user isn’t inundated with options. 

I am also a Nervous System Regulation Coach for my other business, The Stillness Co. With a background in holistic mental health, yoga, and entrepreneurship, much of my inspiration for starting Cape Self Care began when I realized how much energy everyone in the yoga community was putting into marketing and social media. Creating CSC felt like a no-brainer because I love networking, connecting others, and building my website and branding. 

Most self-care business owners are doing this as their side-gig, so marketing and social media add work on top of a self-care job, a full-time job, and sometimes also raising children. Practitioners are trying to bring more peace to the world, and to help people feel better; they shouldn’t stress about getting clients. I hope that Cape Self Care will match business owners with lasting client connections so they can focus more on what they do best.

If you're interested in being a part of the Cape Self Care Hub or looking for your next self-care connection, please reach out and check out the website! Also, be sure to follow Cape Self Care on Instagram; we will be doing a 500-follower giveaway soon, and visit us at the Healing arts festival on June 7th!