Ultrahuman is mounting a second attempt at the US wearables market with its Ring Pro, directly challenging Oura's dominance in the smart ring category. The India-based startup, which previously exited the US market in 2024, is betting that its subscription-free model and advanced health tracking features can carve out space in a category that's seen explosive growth over the past two years. The move comes as wearable tech consolidates around a handful of form factors, with smart rings emerging as the dark horse in a market long dominated by wrist-worn devices.
Ultrahuman is officially back in the US, and this time the company thinks it can win. The smart ring maker announced the Ring Pro's American debut on Wednesday, marking a strategic return to a market it abandoned just two years ago. For Ultrahuman, the stakes couldn't be higher - the company needs to prove its subscription-free model can compete against Oura, which has spent years building brand recognition and a loyal user base willing to pay $5.99 monthly for premium insights.
The timing is deliberate. Smart rings have evolved from curiosity to credible Apple Watch alternative, with sales climbing as consumers grow tired of charging yet another device every night. Oura reported crossing 2 million rings sold in early 2025, validating a category that seemed niche just three years ago. Now Samsung has entered the space, and Amazon is rumored to be developing its own version. The market Ultrahuman is entering looks completely different from the one it left.
What's driving Ultrahuman's confidence? The company claims the Ring Pro packs the most advanced sensor array in the category - continuous glucose monitoring integration, improved heart rate variability tracking, and skin temperature sensors that outperform competitors. But the real differentiator is the business model. While Oura charges $299 for the ring plus ongoing subscription fees, Ultrahuman offers all features upfront with no monthly charges. Over two years, that's a $144 difference - enough to matter for mainstream buyers skeptical of subscription fatigue.
