A marketing campaign starting October 1 targets Gen Z through TikTok, Instagram, Snapchat, and out-of-home ads, aiming to boost awareness ahead of Black Friday and Cyber Monday.

Oura is evolving from a simple wellness tracker to a comprehensive health management platform, integrating clinical lab results, continuous biometric data, and personalized insights.

The company is expanding its product ecosystem with new features like blood testing, Health Panels, and specialized products such as Pregnancy Insights and Perimenopause Check-In, supporting women’s health.

Oura has introduced a Blood Panels feature, allowing users to schedule blood tests through the app for $99, analyzing 50 biomarkers related to cardiovascular and metabolic health, with results integrated into the app for personalized insights.

Oura has launched a new ceramic collection of its smart rings, available in four colors and made from durable zirconia ceramic, blending fashion with health tracking.

The charging case, made from recycled aluminum and weighing about 60 grams, offers approximately five charges and is designed for portability, with a splash-resistant, durable build.

This move emphasizes Oura’s focus on combining style, practicality, and environmental consciousness, with the new collection aiming to appeal to consumers interested in fashionable health wearables.

The new rings are priced at $499, with availability on iOS starting October 1, 2025, and on Android from October 20, 2025, alongside a $99 charging case and Health Panels also priced at $99.

Oura is strengthening its manufacturing capacity with a new facility in Fort Worth, Texas, opening in 2026 to support its partnership with the U.S. Department of Defense.

These innovations aim to position Oura as a premium, science-based health platform that shifts healthcare from treatment to prevention, with a focus on long-term health.

Backed by $550 million in funding and a valuation of $5.2 billion, Oura is headquartered in San Francisco with roots in Finland, and its mission is to provide personalized, actionable health data.

The device remains a leading health tracker, praised for its focus on long-term health metrics rather than just activity, and continues to be a top choice among fitness wearables.