The news: Ulta Beauty will sell the Oura Ring 5 on ulta.com and in select stores nationwide via a partnership with Oura. Oura says its smart ring will be Ulta’s first health wearable offering, despite Whoop announcing a similar deal last week. Oura’s ring will launch on ulta.com November 10 and in 1,000 stores November 22, ahead of Whoop’s planned March 2027 debut. Participating Ulta stores will feature displays where shoppers can try the ring and find their fit.

Why it matters: Like Whoop, Oura aims to gain visibility among beauty and wellness shoppers as consumers increasingly view health, wellness, and beauty as interconnected categories. Nearly all respondents to a recent AlixPartners survey of 1,000 US adults cited by CNBC treat the three as a single budget item. Ulta’s own shoppers reflect that overlap: 74% seek out wellness in their beauty routines, while 52% find relaxation through self-care practices, according to Ulta consumer metrics data cited by Oura.

Ulta gives Whoop and Oura a path to beauty shoppers who prioritize health and wellness. Many of those shoppers already spend on beauty products tied to sleep and stress management—areas that could overlap with wearables’ health-tracking capabilities. Positioning wearables as part of everyday wellness routines could broaden their appeal beyond fitness enthusiasts.

Implications for wellness brands and retailers: Beauty retail is emerging as a competitive battleground for health wearables. As smart rings and wrist-worn trackers enter the beauty aisle, brands will need to show shoppers how their devices work and fit their lifestyles and wellness goals, especially those who are new to wearables. Oura’s in-store displays, for example, could help educate prospective buyers and lower purchase barriers.

Retail partnerships could also intensify competition around promotional offerings and loyalty incentives. With Oura and Whoop competing for Ulta shoppers, both brands should use exclusive discounts, bonus loyalty points, or bundled accessories to encourage purchases. Ulta should also feature the devices in targeted promotions tied to its sleep and relief/recovery products, which could convert beauty shoppers into health wearable buyers.

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