Whoop will begin selling a selection of its wearable fitness trackers through Ulta Beauty online and in select stores in March 2027. The partnership marks the health tech brand’s first move into specialty beauty retail as Ulta expands its wellness offering.
The products planned for launch include the Whoop 5.0 and Whoop MG, wrist-worn devices that assess health markers. Ulta will also carry a selection of Whoop bands and accessories.
The Whoop 5.0 is offered with two membership options. The One plan costs $199 annually and includes sleep, strain and recovery insights, personalized coaching, VO2 Max and heart-rate zones, and women’s hormonal insights. The Peak plan costs $239 a year and adds health-span and pace-of-aging measurements, health alerts and stress measurements.
The Whoop MG is available with a Life membership, priced at $359 annually. It includes the 5.0’s benefits as well as blood-pressure insights, AFib detection and ECG capabilities.
Ulta has been broadening its wellness assortment, including through Wellness by Ulta shops-in-shop and the addition of brands focused on areas such as red light therapy, sexual wellness and telehealth.
Whoop chief commercial officer Kyle Leahy said the Ulta partnership would introduce the brand to new consumers and described it as the start of a potentially broader relationship, with opportunities to develop products and experiences together.
Sources: WWD.