Oura Ring 5 is coming to 1,000 Ulta Beauty stores on November 22, following an online launch through Ulta.com on November 10. It will become the beauty retailer’s first health wearable, with store displays intended to let shoppers try the product and determine their fit. Oura says the ring offers personalized information about areas including stress, heart health and sleep.
The store selection will be narrower than the online range: Black and Stealth finishes will be sold exclusively online, regardless of size. Shoppers seeking sizes 6, 11, 12 or 13 will also need to buy online. Stores will carry sizes 7 through 10, offered in Silver, Gold, Brushed Silver and Deep Rose; those options will also be sold online.
Both shopping channels will offer a sizing kit and the Oura Ring 5 Charging Case, although Oura has not disclosed pricing for the Ulta Beauty launch. Members of Ulta Beauty Rewards® can collect points when purchasing qualifying Oura Ring 5 products. Those points can be used toward later purchases that qualify under the rewards program.
The deal gives Oura its first U.S. partnership with a specialty beauty retailer, adding a new retail category to a network exceeding 80 partners globally. The ring will join Wellness by Ulta Beauty, which the retailer introduced in 2021 and has expanded through product additions and dedicated wellness boutiques. Oura says the partnership is intended to reach shoppers who might encounter wearable technology outside conventional sales channels.
Ulta Beauty’s shopper research found that 74 percent were making wellness a priority within their beauty routines. The same research found that 52 percent reported finding relaxation through self-care practices. Oura says its health tracking can help customers understand connections between daily habits, including evening routines, and their sleep and stress.
The retail expansion follows Oura’s October rollout of Health Radar and GLP-1 Insights to more than 30 additional markets, including Canada and Australia. That rollout supported Oura Ring Gen3 and newer devices on Android and iOS, bringing cardiovascular and breathing trends alongside tools for recording medication use and weight changes.
