How Oura Is Capitalizing on the Gen Z Woman’s Wellness Obsession

Once you start looking for Oura’s health-tracking rings — thick, unassuming silver or gold bands — you see them everywhere. If you were paying attention, you’d also notice that the type of person wearing them has also begun to change.

The rings, whose sensors sit around the index finger to collect markers like blood flow and body temperature to monitor and make predictions about the wearer’s health, were adopted early by male members of the tech industry — more inclined to obsess over metrics and self-optimization, so the stereotype goes. This data is sent to the Oura app through the wearer’s phone, where they can track biometrics including body temperature, heart rate variability, and where their dashboard and AI-powered health “advisor” delivers insights and health predictions based on