Ulta Beauty Expands Wellness Portfolio With Whoop Wearable Technology Launch
Ulta Beauty is set to introduce wearable health technology through a new partnership with Boston-based brand Whoop. According to WWD Beauty, the specialty retailer will stock the fitness trackers online and in select physical locations starting in March 2027, marking a significant step in the retailer's ongoing strategy to integrate advanced wellness tools into its beauty assortment.
Context from Industry Pulse
The partnership between Ulta Beauty and Whoop signals a strategic shift in the specialty beauty market toward data-driven wellness. By incorporating the Whoop 5.0 and MG models, Ulta is leveraging a brand valued at 10.1 billion dollars with a diverse investor base ranging from athletes to the Mayo Clinic. This follows Ulta's recent integration of brands like HigherDose and Maude into its Wellness by Ulta shops. The collaboration highlights a growing intersection between health tech and personal care, as retailers move to offer more than topical treatments. Whoop, which currently ships to 61 countries, gains a unique beauty-focused platform to diversify its user base beyond its established presence in mass-market retailers like Target and Best Buy.
The upcoming retail expansion introduces high-tech wearables to the specialty beauty environment for the first time. As WWD Beauty reports, the product selection at Ulta will feature the Whoop 5.0 and the Whoop MG models. Both devices are designed as wrist-worn trackers that monitor various physiological markers to provide users with data-driven health insights. This move aligns with the retailer's broader Wellness by Ulta initiative, which recently added specialized categories like red light therapy and sexual wellness to its floor plan.
Technology and membership tiers form the core of the new offering. WWD Beauty notes that the Whoop 5.0 will be available with two distinct annual subscription options. The standard tier focuses on recovery, sleep, and heart rate metrics, while the premium Peak membership adds measurements for health span and aging pace. The more advanced Whoop MG model operates on a Life membership plan that incorporates medical-grade features such as electrocardiogram capabilities and arterial fibrillation detection.
Whoop is positioning this move as a bridge between elite athletics and everyday consumer health. The brand was founded in 2012 by CEO Will Ahmed and has since reached a valuation of 10.1 billion dollars following a massive Series G funding round. High-profile investors in the company include athletes like Cristiano Ronaldo and LeBron James. As WWD Beauty explains, the partnership with Ulta represents the brand's first venture into the specialty beauty sector as it moves beyond its traditional sporting roots.
Beyond the primary tracking devices, Ulta will also carry a variety of compatible bands and accessories. This rollout follows several other high-profile additions to Ulta's wellness shops, including supplements and telehealth services. According to WWD Beauty, both companies view this initial launch as the foundation for a long-term collaborative relationship that could eventually result in the development of exclusive products and experiences for the beauty consumer.
The Industry Pulse Bottom Line
Ulta’s move into medical-grade wearables via Whoop 5.0 and MG trackers redefines the beauty retail landscape, positioning physiological data and health monitoring as a fundamental component of the modern consumer's wellness and aging ritual.