Whoop Enters Ulta Beauty in First Specialty Beauty Retail Deal

Ulta Beauty will start selling Whoop health trackers in March 2027, marking the $10.1 billion Boston-based health tech company's first move into specialty beauty retail. The assortment launches online and in select Ulta stores, Whoop and Ulta confirmed.

The deal extends Ulta's push into wellness. The retailer unveiled its new Wellness by Ulta shops-in-shop in January and has recently added well-being brands to its mix: red light therapy brand HigherDose, sexual wellness lines Maude and PlusOne, and telehealth company Midi, which carries a supplement line.

For Whoop, the partnership opens a mass-beauty audience far from its elite-athlete origins. The company holds millions of members and closed a $575 million Series G round in March at a $10.1 billion valuation.

What products and prices launch at Ulta?

The rollout covers two flagship devices, both worn like wristwatches and built to assess a range of health markers:

• Whoop 5.0, One tier — $199 per year. Includes sleep, strain and recovery insights, personalized coaching, VO2 Max and heart rate zones, and women's hormonal insights.
• Whoop 5.0, Peak tier — $239 per year. Adds health span and pace-of-aging measurements, plus health alerts and stress measurements.
• Whoop MG, Life tier — $359 per year. Includes all One-tier benefits plus blood pressure insights, AFib detection and ECG capabilities.

An additional assortment of Whoop bands and accessories will also launch at Ulta.

Why is Whoop going retail-first in beauty?

Chief Commercial Officer Kyle Leahy, who joined Whoop this year after serving as CEO of Glossier, framed the deal as a reach play.

"Our partnership with Ulta Beauty represents an exciting opportunity to introduce Whoop to millions of new consumers," Leahy said 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," he said.

Leahy indicated the Ulta launch is a starting point rather than a one-off shelf placement. "We see this [expansion] as the beginning of a much broader relationship, with opportunities to collaborate on new products and experiences that help more people take control of their health," he said.

Who backs Whoop?

Chief Executive Officer Will Ahmed founded Whoop in 2012. The Series G round drew participation from 2PointZero Group, Qatar Investment Authority, Mayo Clinic, Abbott and Bullhound Capital, along with individual investors including Cristiano Ronaldo, LeBron James, Niall Horan and Karen Wazen.

Beyond wearables, Whoop sells a nascent apparel line, ships to 61 countries and lists Target, Best Buy, Dick's Sporting Goods, Amazon and PGA Tour Superstore among its retail partners. The Ulta deal adds a beauty channel to that footprint — and signals that health tracking hardware now competes for shelf space in the same aisles as skincare and supplements.