This is unlike any other alarm, how does it work?

You're right. When you think about something waking you up, you think about someone stirring you or alerting you awake. The UpLight is completely different. One of the reasons it's hard for a lot of people to wake up in the morning is because the sleep hormone that makes you tired (melatonin) is being produced too late - so by the time you wake up, it hasn't had a chance to wear off and you wake up groggy. So instead of trying to wake you up in the morning and fighting with your body, The UpLight tells your body when to start producing your sleep hormones at night so that it wears off in time and you wake up naturally, feeling ready. The light itself doesn't wake you up, rather it helps your body know when to sleep and wake up naturally on its own.