WHOOP and Ulta Beauty Partner to Bring Performance for Life to Millions of Consumers

Strategic Partnership introduces personalized health and performance insights of WHOOP to new audiences beginning in March 2027.

BOSTON--(BUSINESS WIRE)--WHOOP, the human performance brand, today announced a strategic retail partnership to bring WHOOP wearable technology and health insights to Ulta.com and select Ulta Beauty stores nationwide starting in March 2027.

As health, wellness, and everyday life become increasingly connected, WHOOP is expanding how and where consumers can discover personalized health and performance insights. Rooted in elite sport and built for everyday life, WHOOP helps people better understand their bodies, make informed decisions about their health, and take greater control of how they feel, perform, and age.

With access to Ulta Beauty's community of 47 million loyalty members, the partnership represents a significant opportunity for WHOOP to introduce personalized health and performance insights to new consumers. It also marks an important step in the retail expansion of WHOOP, bringing its technology into an environment where beauty, wellness, and everyday self-care increasingly intersect. Participating Ulta Beauty stores will offer WHOOP 5.0 and WHOOP MG alongside an exclusive assortment of bands and accessories, giving consumers more ways to wear WHOOP and express their personal style by bringing together personal health, performance and self-expression.

While WHOOP originally built its reputation among elite athletes by tracking sleep, recovery, strain, and daily health habits, its personalized guidance helps consumers at every level manage stress, optimize energy, and improve long-term wellbeing.

"Our partnership with Ulta Beauty represents an exciting opportunity to introduce WHOOP to millions of new consumers," said Kyle Leahy, Chief Commercial Officer at WHOOP. "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. We see this 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."

As consumers increasingly embrace comprehensive approaches to wellbeing, the partnership brings together the expertise of WHOOP in human performance and the established position Ulta Beauty has as a destination for beauty and wellness discovery.

WHOOP will launch at select Ulta Beauty stores nationwide and Ulta.com beginning March 2027. Additional details about the retail launch and consumer experiences will be shared closer to availability.

For more information, visit whoop.com or access the official press kit at whoop.com/press.

About WHOOP

WHOOP delivers a wearable membership to help people live healthier, longer lives and unlock extraordinary potential. Through a powerful 24/7 wearable with a 14-day battery life, WHOOP provides intelligent health guidance across sleep, recovery, strain, fitness, and longevity. The health platform includes an FDA-cleared ECG, a Healthspan longevity feature, Blood Pressure Insights, and Advanced Labs blood biomarker analysis. Research shows that people who wear WHOOP daily log more than 90 additional minutes of exercise per week, get over two extra hours of sleep, and have 10% higher heart rate variability.

Trusted by millions of members worldwide including athletes, global leaders, military operators, executives, and artists, WHOOP has become a modern symbol of disciplined, intentional living. WHOOP was founded in 2012 and is headquartered in Boston. The company has raised more than $900 million in venture capital, ships to 61 countries, and operates in six languages. To learn more or start a one-month free trial, visit whoop.com and connect with WHOOP on Instagram, X, Facebook, LinkedIn, and YouTube.