Whoop to Sell Wearable Wellness Trackers at Ulta Beauty Starting March 2027

Ulta Beauty has struck a partnership with Whoop to carry a selection of the health tech company's products on its website and in certain stores, with the rollout set to begin in March 2027. The assortment will include Whoop's 5.0 and MG wearable wellness trackers.

The deal lands as Ulta deepens its investment in well-being. The specialty retailer introduced Wellness by Ulta shops-in-shop in January and has recently added several health-focused brands to its mix, among them red light therapy label HigherDose, sexual wellness ranges Maude and PlusOne, and telehealth company Midi, which also carries a supplement line.

For Whoop, the launch represents its first entry into specialty beauty retail. The company says it has millions of members and was valued at $10.1 billion in March during a $575 million Series G funding round.

Kyle Leahy, Whoop's chief commercial officer who joined the company this year after serving as chief executive of Glossier, said the partnership gives the brand a way to reach millions of new consumers. He said Whoop is expanding beyond its origins in elite sport as more people look to better understand their health and improve how they feel day to day, and described Ulta as a new platform for bringing sport, health and everyday life together.

Ulta has been building out wellness as a pillar of its merchandising, pairing established beauty categories with supplements, recovery devices and telehealth-linked products.