Ulta Beauty bets on wearables with Oura ring rollout in 1,000 stores

· Beauty & Fashion · United States

Ulta Beauty is bringing Oura's $399 health-tracking ring into 1,000 of its stores, making it the retailer's first health tracker. CEO Kecia Steelman has described wearables as a potential billion-dollar category for the chain, and Whoop is set to follow in March. The move pushes a mass beauty retailer deeper into health and wellness hardware, a space traditionally dominated by consumer-electronics and fitness channels. For Ulta, the bet is that shoppers buying skincare and cosmetics will also buy devices that track sleep, recovery and other body metrics, expanding the retailer's addressable market beyond traditional beauty categories.

Why it matters：A mass beauty retailer selling health trackers signals that beauty and wellness hardware are converging, which could reset how such devices reach consumers and push rivals to add adjacent categories.

Key points

  • Oura's ring is priced at $399 and will be Ulta's first health tracker.
  • Whoop is expected to arrive in Ulta stores in March.
  • CEO Kecia Steelman has framed wearables as a potential billion-dollar category.

Sources (original reporting)

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