EXCLUSIVE: Whoop to Enter Ulta Beauty

by · WWD
Whoop is expanding into specialty beauty retail with Ulta.Courtesy of Whoop

Ulta Beauty is launching wellness trackers.

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.

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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.”

Whoop products launching at Ulta include the Whoop 5.0 and the Whoop MG, both of which assess a range of health markers and are meant to be worn like wristwatches. The Whoop 5.0 is available at two membership tiers: One, which is priced at $199 a year and offers sleep, strain and recovery insights as well as personalized coaching, VO2 Max & heart rate zones, and women’s hormonal insights, and Peak, which is $239 a year and includes additional health span and pace of aging measurements, plus health alerts and stress measurements.

The Whoop MG is available at a Life membership tier, which is priced at $359 annually and includes all the benefits of the 5.0, plus blood pressure insights, AFib detection and ECG capabilities. An additional assortment of Whoop bands and accessories will also launch at Ulta as part of the rollout.

“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,” Leahy said.

Whoop was founded by chief executive officer Will Ahmed in 2012. Its most recent funding round included participation from 2PointZero Group, Qatar Investment Authority, Mayo Clinic, Abbott, Bullhound Capital and other firms, plus prominent individual investors including Cristiano Ronaldo, LeBron James, Niall Horan, Karen Wazen and more.

The brand, which also offers a nascent apparel assortment, ships to 61 countries and sells via retailers including Target, Best Buy, Dick’s Sporting Goods, Amazon, PGA Tour Superstore and more.