Ulta Beauty to Sell Oura Rings in 1,000 Stores, With Whoop to Follow

· Retail & E-commerce · United States

Ulta Beauty is bringing Oura's $399 smart ring to 1,000 of its stores, its first health tracker, with Whoop set to follow in March. The retailer is betting that wearables can become what CEO Kecia Steelman has called its next potential billion-dollar category. The move pushes a beauty retailer further into health and wellness, where customers already shop for supplements and self-care. For Oura and Whoop, Ulta offers physical retail reach and a predominantly female customer base beyond their direct-to-consumer channels. Success would encourage more beauty chains to add connected devices; failure would show the limits of cross-category expansion.

Why it matters：A major beauty retailer entering wearables tests whether health tracking can sit alongside cosmetics, a cross-category bet that could reshape how consumer electronics reach mainstream shoppers.

Key points

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

Sources (original reporting)

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