Oura Ring 5 Sold at Ulta Beauty Stores
Oura's wearable is now available through Ulta Beauty's online store and 1,000 U.S. locations, its first U.S. beauty specialty retail partnership.
Updated on Nov. 11, 2026 in Wellness
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Oura announced on November 9 that it has partnered with Ulta Beauty to sell the Oura Ring 5, with online sales beginning November 10. The ring will be available in 1,000 stores across the U.S. starting November 22.
Why it matters
The partnership brings wearable health tracking into beauty retail as demand grows for managing sleep quality and accumulated fatigue alongside skincare. It also signals a broader shift toward collaborations between wearable makers and beauty distributors.
Oura Ring 5 starts at $399 and will be sold in 1,000 U.S. stores starting November 22, with some colors and sizes available only online. A survey cited by Oura found 74% of Ulta customers prioritize wellness in beauty routines, though the survey's sample size and methodology were not disclosed.
The players
Oura
Oura is a finnish wearable technology company known for its smart rings that track sleep, heart rate, and other health metrics.
Ulta Beauty
Ulta Beauty is a large American beauty and cosmetics retailer operating hundreds of stores across the United States.
WHOOP
WHOOP is a wearable fitness and health tracking company known for its screenless wristband that monitors recovery, strain, and sleep.
The details
Customers can buy the Oura Ring 5 through Ulta Beauty's online store beginning November 10, while in-store availability starts November 22. Select stores will include experience spaces where shoppers can examine the ring and choose the right size, and the ring measures heart rate and body temperature.
Timeline
November 9: Oura announces the Ulta Beauty partnership.
November 10: Oura Ring 5 sales begin through Ulta Beauty's online store.
November 22: Oura Ring 5 becomes available in 1,000 U.S. stores.
March 2027: WHOOP 5.0 and WHOOP MG begin sale through Ulta Beauty's online store and select U.S. stores.
Health Landscape
Ulta Beauty's partnership with Oura follows its earlier deal with WHOOP, which will bring WHOOP 5.0 and WHOOP MG to its stores starting March 2027. Together the two agreements show beauty retailers treating wellness wearables as a new product category alongside skincare.
Shoppers who want to track sleep, heart rate, and body temperature can now buy the Oura Ring 5 at Ulta Beauty starting at $399, either online or in person from November 22. Customers choosing a ring can try sizes and colors at in-store experience spaces, though some colors and sizes will only be sold online.
The takeaway
Health tracking is moving out of specialty gadget shops and into everyday beauty retail, which may make wearables easier to find and compare. Shoppers considering a ring should check which sizes and colors their local store carries before visiting.
What happens next
Oura Ring 5 will become available in 1,000 U.S. stores on November 22, and WHOOP 5.0 and WHOOP MG will go on sale at Ulta Beauty starting March 2027.
Further reading
For more on how wearable health devices are reaching everyday shoppers, explore Wellness coverage.
Source note: This article includes information reported by 조선일보.
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