WHOOP Is Coming to Ulta Beauty in March 2027, in Front of 47 Million Loyalty Members

The fitness strap that pro athletes wear is heading to the store where you buy mascara.

That sounds like a joke. It is actually a pretty sharp retail move.

What WHOOP announced

In a November 3 release on its press center, WHOOP said the deal puts its wearables in front of Ulta Beauty’s 47 million loyalty members. Here’s what we know.

“Our partnership with Ulta Beauty represents an exciting opportunity to introduce WHOOP to millions of new consumers,” Kyle Leahy, WHOOP’s chief commercial officer, said in the release. Leahy added, “We see this as the beginning of a much broader relationship, with opportunities to collaborate on new products and experiences.”

WHOOP calls the deal an important step in its retail expansion. The company says more details on the launch and in-store experiences will come closer to availability.

We see this as the beginning of a much broader relationship.The WellWham perspective

Our read: wellness now lives in the beauty aisle

This is our analysis. Ulta already sells a lot of things that sit between beauty and wellness, from supplements to sleep products. A wearable that tracks sleep, recovery and stress fits that shelf better than you might think. It also gets WHOOP in front of shoppers who may never walk into a sporting goods store.

WHOOP has spent the fall stacking up big names, including LeBron James as an ambassador and investor. A retail shelf is a different kind of reach. People can see the bands and touch them before they commit.

Reality check

This is a March 2027 plan, not something you can buy at Ulta today. WHOOP hasn’t said which stores will carry it or what the in-store price looks like. Since WHOOP is a membership, the real cost is the monthly or yearly plan, not a one-time box price. Check that number before you get excited about the bands.

The close

The mascara aisle is getting a strap.

Just not until March.

Disclosure: WellWham has no affiliate links in this story.

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