The news: Whoop will begin selling its health wearable trackers on Ulta.com and at select Ulta Beauty stores nationwide in March 2027. Participating stores will carry Whoop’s latest devices, the Whoop MG and Whoop 5.0 fitness trackers, alongside bands and accessories.

Why it matters: Health wearables are typically sold through online marketplaces, brand websites, and big-box and consumer electronics retailers like Best Buy, Walmart, and Target. But the lines between health, wellness, and beauty are blurring as consumers consider these purchases as one spending category rather than separate ones. Nearly all consumers in a September AlixPartners survey cited by CNBC viewed health, wellness, and beauty purchases as part of a single budget, suggesting products like fitness trackers, vitamins, and skincare compete for the same consumer dollars.

Amid the wellness boom, 40% of AlixPartners survey respondents want traditional beauty companies to expand their product offerings. The Whoop–Ulta Beauty partnership reflects this, exposing Whoop’s wearables to Ulta’s 47 million loyalty members while expanding the retailer’s health-focused options.

Beauty retailers are responding to consumer enthusiasm for products that address health, wellness, and beauty needs.

• Ulta Beauty previously introduced in-store wellness boutiques and has an online wellness collection featuring supplements, nutrition products, and other self-care items, per CNBC.
• Sephora has added a dedicated wellness and skincare section to its website, per CNBC.
• Walmart has expanded its wellness offerings, adding supplement brands and telehealth services.
• Target continues to broaden its selection of ingestible and functional wellness products.

Implications for wellness brands and retailers: The Whoop–Ulta partnership could shift wearable marketing beyond fitness enthusiasts and athletic performance toward everyday wellness and longevity, emphasizing benefits like better sleep, stress management, and healthy aging. Beauty retailers could also become valuable customer acquisition channels, helping wearable brands reach new audiences through established shopper relationships while potentially lowering their reliance on paid digital advertising.

The partnership also offers opportunities to keep customers spending with both companies. Whoop’s subscription model, which requires a membership to access health tracking features, could be linked to Ulta’s loyalty program through bonus rewards points or discounts on complementary wellness products. Such incentives could help Whoop increase recurring subscription revenues while driving repeat purchases for Ulta.

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