Is Oura going after hardcore health fanatics? The wearable maker’s new ceramic ring is constructed for top efficiency. The Finnish model can also be launching a brand new blood-testing service and different rollouts
Oura is coming into a brand new period. The Finnish good ring maker, which has offered greater than 5.5 million units since 2015 and is on monitor to hit $1 billion in income this yr, is unveiling its broadest product enlargement but.
Main the bulletins is the Oura Ring 4 Ceramic, a high-performance zirconia version of the model’s flagship titanium good ring that brings each sturdiness and design innovation. Obtainable worldwide on Wednesday, the Ceramic Assortment arrives in 4 new colours, Midnight, Petal, Tide and Cloud, giving members a extra fashionable strategy to entry superior well being monitoring.
The brand new ceramic line preserves all of the options of the Oura Ring 4, together with monitoring of greater than 50 well being metrics that cowl sleep, readiness, stress, coronary heart and metabolic well being, and ladies’s well being. Oura’s Sensible Sensing know-how adapts to every wearer for steady, personalised knowledge.
Whereas zirconia ceramic is understood for its luster and shade retention, Oura acknowledges that scuffing can happen from contact with dumbbells or kettlebells, and gives a Ceramic Sharpening Pad to revive the end. In contrast to coated finishes, the colour is inherent to the ceramic materials itself, making certain the vibrancy stays over time.
Oura Breaks Into Blood Testing, Rivaling Whoop
Past {hardware}, Oura is extending its attain into medical well being with the launch of Well being Panels. Members can now check 50 blood markers tied to cardiovascular and metabolic well being by Quest Diagnostics’ community of about 2,000 U.S. places (the transfer follows wearable maker Whoop’s recent launch of a similar blood testing service).
Outcomes movement straight into the Oura App, the place Oura Advisor contextualizes them alongside day by day biometric knowledge, providing personalised suggestions. Exams are ordered and reviewed by licensed clinicians and outcomes are offered in a transparent, human-centered design that highlights crucial developments.
At $99, Well being Panels signify one of many first makes an attempt to combine lab diagnostics right into a shopper wearable ecosystem.
Oura additionally launched the Oura Ring 4 Charging Case. Compact and constructed from recycled aluminum, the case powers as much as 5 full fees with out cables, finishing a full cycle in simply 90 minutes. The case doubles as a safe, splash-resistant storage resolution and can be accessible later this yr at $99.
As well as, Oura introduced a brand new software program replace that allows members to pair a number of Oura Ring 4 kinds beneath a single account, making it simple to change between colours or finishes whereas sustaining steady well being monitoring. The function will roll out on iOS beginning October 1, 2025, and on Android later within the month.
Main the Sensible Ring Increase
These launches come amid a interval of exceptional progress for Oura. The corporate reported greater than $500 million in income in 2024, double the prior yr, and is projecting one other doubling in 2025 to succeed in $1 billion. Based on Bloomberg, Oura can also be within the midst of raising nearly $875 million in new funding that could value the business at around $11 billion.
Oura’s gross sales have accelerated dramatically up to now yr. It took the corporate 11 years to promote its first 2.5 million rings, however just one yr to promote the subsequent 2.5 million. The surge displays not solely Oura’s advertising and marketing and retail technique but in addition the rising attraction of good rings amongst youthful shoppers. Knowledge from Circana exhibits that rings now account for 75% of fitness tracker revenue, up from 46% a yr earlier, with shoppers beneath 34 almost twice as seemingly as common to personal one.
The corporate has additionally pushed deeper into areas like girls’s well being and metabolic well being. In the meantime, Oura is investing in a new manufacturing facility in Fort Worth, Texas, to help its largest enterprise buyer, the U.S. Division of Protection, with manufacturing anticipated to start in 2026.
Oura’s push to construct a complete well being ecosystem comes as competitors intensifies within the good ring house.
Ultrahuman, one in all its closest smart-ring rivals, lately reported profitability, posting $8.2 million in internet revenue on $64 million in working income in 2024. The India-based firm, which additionally presents metabolic well being options, has been locked in legal disputes with Oura over intellectual property related to smart-ring technology.
Whereas Oura scales globally and chases billion-dollar income, Ultrahuman is betting on leaner operations and medical-grade positioning. Samsung additionally entered the booming smart ring space last year.
