Ulta Beauty to Sell Whoop Trackers
Ulta will begin offering Boston-based Whoop wearables online and in select stores starting in March 2027.
Updated on Nov. 3, 2026 in Wellness
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Ulta Beauty will launch Whoop fitness wearables online and in select stores beginning March 2027. The rollout follows Ulta's expanded assortment of well-being brands, including HigherDose, Maude, PlusOne, and Midi.
Why it matters
The partnership extends Ulta's push deeper into wellness retail, bringing wearable health tracking into a beauty retailer's stores. It is described as the start of a broader relationship with potential future collaborations.
Whoop was valued at $10.1 billion in March during a $575 million Series G funding round, and its 5.0 membership starts at $199 a year. Details on how many Ulta locations will stock the bands and accessories have not been disclosed.
The players
Ulta Beauty
Ulta Beauty is a major American beauty and wellness retailer that has increasingly expanded into wellness categories beyond cosmetics.
Whoop
Whoop is a Boston-based health technology company known for its subscription-based wearable fitness trackers that monitor sleep, strain, and recovery.
The details
Whoop products will be sold online and in certain Ulta stores, with an additional assortment of bands and accessories launching as part of the rollout. Ulta opened its Wellness by Ulta shops-in-shop in January as part of its wellness expansion.
Timeline
January: Ulta unveiled its Wellness by Ulta shops-in-shop.
March: Whoop completed a $575 million Series G funding round.
March 2027: Whoop products launch at Ulta online and in select stores.
Big Picture
Whoop's 5.0 membership, priced at $199 a year, and its MG tier, at $359 annually with ECG and AFib detection, anchor the brand's premium wearable lineup. The Ulta deal places those subscription-based devices into a beauty retailer rather than a traditional sporting goods channel.
Shoppers who want wearable health tracking may soon buy Whoop bands and accessories at Ulta rather than only through other retailers or Whoop's own channels. Those considering a membership can compare the $199, $239, and $359 annual tiers once products are available at Ulta.
The takeaway
Wearable health tracking is moving into everyday beauty and wellness retail, so shoppers may soon compare subscription wearables alongside skincare and supplements. Checking membership prices and included features before buying can help avoid unexpected recurring costs.
What happens next
Whoop products are scheduled to launch at Ulta online and in select stores beginning March 2027.
Further reading
Explore more Wellness stories shaping how Americans track their health at home and in stores.
Source note: This article includes information reported by WWD.
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