The health tech company will launch its wearable fitness trackers online and in select stores in March 2027.
The specialty beauty retailer has joined forces with Whoop, the Boston-based health tech brand best known for its wearable fitness trackers, to launch a selection of products online and in certain Ulta stores beginning March 2027.
The launch comes as Ulta continues to bet bigger on wellness, with the retailer unveiling new Wellness by Ulta shops-in-shop in January, and recently adding several well-being-focused brands to its assortment including red light therapy brand HigherDose; sexual wellness ranges Maude and PlusOne; telehealth company Midi, which has a supplement line, and more.
For Whoop, which has millions of members and in March was valued at $10.1 billion during a $575 million Series G funding round, the expansion marks a first foray into specialty beauty retail.
“Our partnership with Ulta Beauty represents an exciting opportunity to introduce Whoop to millions of new consumers,” said chief commercial officer Kyle Leahy, who most recently served as CEO of Glossier prior to joining Whoop this year, in a statement.
“As Whoop continues to grow beyond our roots in elite sport, we’re seeing incredible demand from people who want to better understand their health and improve how they feel every day. Ulta Beauty gives us an entirely new platform to reach those consumers, bringing together sport, health and life in a way that makes Whoop more accessible than ever.”
0 and the Whoop MG, both of which assess a range of health markers and are meant to be worn like wristwatches.
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