Ulta Beauty will begin selling the Oura Ring 5, the chain's first health wearable, online on Nov. 10 and in 1,000 U.S. stores on Nov. 22. The tie-up puts a $399 sleep and stress tracker inside a beauty retailer with 47 million loyalty members, a sign that wellness hardware is moving beyond electronics shelves.

Why is Ulta betting on wearable wellness?

Ulta says its shoppers increasingly treat health and beauty as one routine. Company insights cited in the announcement found that roughly three in four customers make wellness part of their beauty habits, while about half turn to self-care for relaxation.

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Laura Beres, Ulta's vice president of wellness, said sleep and women's health come up so often in customer feedback that the retailer chose a broad rollout instead of a limited test. Oura's cycle-tracking features helped make the case, according to Inputs Daily.

The chain already sells supplements, sleep masks and body butters. A ring that logs recovery and readiness adds another item to that basket, and Ulta executives have described wearables as a possible billion-dollar category.

How will shoppers buy the ring?

Not every version will sit on store shelves. The in-store selection is limited to a few finishes and mid-range sizes, with displays and sizing kits to help customers find a fit. Other colors and the smallest and largest sizes are sold only through Ulta.com. Sizing kits and a charging case are available both ways, and loyalty members can earn points on qualifying purchases.

What happens next?

Oura is not the only brand heading to Ulta. WHOOP, which makes a screenless fitness band, announced its own Ulta partnership on Nov. 3 and plans to arrive at select stores and online in March 2027, with an exclusive line of bands and accessories.

For Oura, the deal is its first specialty beauty retail partnership in the U.S., though the company already sells through more than 80 retail partners worldwide, including big-box and electronics chains. Dr. Chris Curry, Oura's clinical director of women's health, said at a conference this week that the brand wants to appear "where people are taking a beat out of their day to think about their bodies."

FAQ

What can the Oura Ring 5 measure?

The ring offers personalized insights on sleep, stress, heart health and reproductive health, according to Oura.

When does WHOOP arrive at Ulta?

WHOOP is scheduled to launch at select Ulta stores and on Ulta.com in March 2027.