After generating about $500 million in revenue in 2024, the Finnish company expects to double that figure in 2025 and reach $1.5 billion by 2026. Oura has sold roughly 5.5 million rings to date, with around 2.5 million sold since mid-2024. The newest generations of the Oura smart ring start at $349 for titanium and $499 for ceramic, and users pay a $5.99 monthly membership fee to unlock personalized health insights.

In our conversations with beauty and wellness industry insiders at Beauty Independent, the rise of personal data tracking and wearable technology is a frequent topic. Timed with Oura’s latest fundraise, we wanted to delve into those conversations. So, for this edition of our ongoing series posing questions relevant to indie beauty and wellness, we asked nine beauty and wellness investors the following:

What are the implications of Oura’s rise, and the broader surge in wearables and personal data tracking for emerging beauty and wellness brands? How can brands take cues from Oura’s success even if they aren’t in the business of health tracking themselves? If you invest in this space or are considering it, what specifically are you looking for in terms of opportunity, differentiation or value?