Ulta Beauty to launch Oura health tracker in 1,000 U.S. stores

Ulta Beauty will introduce the Oura Ring 5 in 1,000 U.S. stores and online starting November 19, according to Glossy. The ring, which starts at $399, will be the retailer’s first health tracker. Ulta will be the only U.S. specialty beauty retailer selling it for a limited time, said Laura Beres, its vp of wellness.

Beres said Oura’s work on cycle tracking and sleep across women’s life stages helped support the large-scale launch. Ulta introduced its Wellness Shop in 2021. The partnership gives Oura access to Ulta’s 47 million loyalty members, who can use accumulated points to pay for a ring. Oura will also advertise through Ulta’s retail media network.

Ulta is expanding associate training on ring sizes and finishes, while directing medical questions to physicians. Store displays will include sizing tools, with bestselling size and finish combinations available for same-day purchase. In March 2027, Whoop will bring two trackers to select Ulta stores, alongside retailer-exclusive bands and accessories.

Why it matters The launch extends Ulta’s wellness assortment into health tracking and gives wearable brands access to its beauty customers, loyalty programme and retail media network. For store teams, the category adds fitting support and training needs, with a clear boundary between product guidance and medical questions.