Is Oura going after hardcore fitness enthusiasts? The wearable maker’s new ceramic ring is built for high performance. The Finnish brand is also launching a new blood-testing service and other rollouts
Oura is entering a new era. The Finnish smart ring maker, which has sold more than 5.5 million devices since 2015 and is on track to hit $1 billion in revenue this year, is unveiling its broadest product expansion yet.
Leading the announcements is the Oura Ring 4 Ceramic, a high-performance zirconia edition of the brand’s flagship titanium smart ring that brings both durability and design innovation. Available worldwide on Wednesday, the Ceramic Collection arrives in four new colors, Midnight, Petal, Tide and Cloud, giving members a more stylish way to access advanced health tracking.
The new ceramic line preserves all the features of the Oura Ring 4, including tracking of more than 50 health metrics that cover sleep, readiness, stress, heart and metabolic health, and women’s health. Oura’s Smart Sensing technology adapts to each wearer for continuous, personalized data.
While zirconia ceramic is known for its luster and color retention, Oura acknowledges that scuffing can occur from contact with dumbbells or kettlebells, and provides a Ceramic Polishing Pad to restore the finish. Unlike coated finishes, the color is inherent to the ceramic material itself, ensuring the vibrancy remains over time.
Oura Breaks Into Blood Testing, Rivaling Whoop
Beyond hardware, Oura is extending its reach into clinical health with the launch of Health Panels. Members can now test 50 blood markers tied to cardiovascular and metabolic health through Quest Diagnostics’ network of about 2,000 U.S. locations (the move follows wearable maker Whoop’s recent launch of a similar blood testing service).
Results flow directly into the Oura App, where Oura Advisor contextualizes them alongside daily biometric data, offering personalized recommendations. Tests are ordered and reviewed by licensed clinicians and results are presented in a clear, human-centered design that highlights the most important trends.
At $99, Health Panels represent one of the first attempts to integrate lab diagnostics into a consumer wearable ecosystem.
Oura also introduced the Oura Ring 4 Charging Case. Compact and built from recycled aluminum, the case powers up to five full charges without cables, completing a full cycle in just 90 minutes. The case doubles as a secure, splash-resistant storage solution and will be available later this year at $99.
In addition, Oura announced a new software update that enables members to pair multiple Oura Ring 4 styles under a single account, making it easy to switch between colors or finishes while maintaining continuous health tracking. The feature will roll out on iOS starting October 1, 2025, and on Android later in the month.
Leading the Smart Ring Boom
These launches come amid a period of remarkable growth for Oura. The company reported more than $500 million in revenue in 2024, double the prior year, and is projecting another doubling in 2025 to reach $1 billion. According to Bloomberg, Oura is also in the midst of raising nearly $875 million in new funding that could value the business at around $11 billion.
Oura’s sales have accelerated dramatically in the past year. It took the company 11 years to sell its first 2.5 million rings, but only one year to sell the next 2.5 million. The surge reflects not only Oura’s marketing and retail strategy but also the growing appeal of smart rings among younger consumers. Data from Circana shows that rings now account for 75% of fitness tracker revenue, up from 46% a year earlier, with consumers under 34 nearly twice as likely as average to own one.
The company has also pushed deeper into areas like women’s health and metabolic health. Meanwhile, Oura is investing in a new manufacturing facility in Fort Worth, Texas, to support its largest enterprise customer, the U.S. Department of Defense, with production expected to begin in 2026.
Oura’s push to build a comprehensive health ecosystem comes as competition intensifies in the smart ring space.
Ultrahuman, one of its closest smart-ring rivals, recently reported profitability, posting $8.2 million in net profit on $64 million in operating revenue in 2024. The India-based company, which also offers metabolic health features, has been locked in legal disputes with Oura over intellectual property related to smart-ring technology.
While Oura scales globally and chases billion-dollar revenue, Ultrahuman is betting on leaner operations and medical-grade positioning. Samsung also entered the booming smart ring space last year.
