Oura Ring 5 hits 1,000 Ulta stores Nov. 22, WHOOP in March

Oura Ring 5 will reach 1,000 Ulta Beauty stores on Nov. 22, Oura said in a Nov. 9, 2026, announcement. The ring goes on sale at Ulta.com on Nov. 10. WHOOP will follow at select Ulta Beauty stores and Ulta.com in March 2027. Beauty retail is now a channel for health wearables.

What Oura announced

Oura called Ring 5 the first health wearable available at Ulta Beauty. The company described the deal as its first specialty beauty retail partnership in the U.S. It builds on a global network of more than 80 retail partners.

Stores will carry sizes 7 through 10 in Gold, Deep Rose, Silver and Brushed Silver, with in-store displays. Sizes 6, 11, 12 and 13 are online only. Black and Stealth are online only. The sizing kit and charging case are sold online or in store. Ulta Beauty Rewards members can earn points on qualifying purchases.

Oura cited Ulta guest insights: 74% of shoppers prioritize wellness in their beauty rituals, and 52% find relaxation in self-care.

Jeremiah Linder, Oura vice president of global retail, said Ulta shoppers can discover the ring alongside self-care routines they already love. Laura Beres, Ulta vice president of wellness, said Oura is the very first wearable health technology at Ulta and arrives this holiday season. Wellness by Ulta Beauty launched in 2021.

WHOOP follows in March

WHOOP announced its Ulta partnership on Nov. 3, 2026. It will launch at select Ulta Beauty stores nationwide and on Ulta.com beginning March 2027.

Stores will offer WHOOP 5.0 and WHOOP MG plus an exclusive assortment of bands and accessories. WHOOP said more launch details will come closer to availability. Ulta Beauty has 47 million loyalty members.

What it means for operators

Both brands are moving beyond tech and sports retail. Ulta gives each a store floor inside a beauty chain with a large loyalty base. That extends reach to shoppers who may not visit a consumer electronics store or a sports retailer.

Oura’s release names reproductive health among the insight areas the ring covers, alongside sleep, stress and heart health. Employers and payers that evaluate wearable programs now see these devices sold in the same aisle as skincare.

Oura gets the holiday season first. WHOOP’s launch comes after it.

The store rollout is a distribution test for both companies. Oura brings more than 80 retail partners and a wellness positioning. WHOOP brings two device lines and accessories. Ulta brings 47 million loyalty members.

The question for operators is whether beauty aisles turn first time buyers into long term users. Neither company disclosed sales targets in its release.