Key Takeaways
- Ultrahuman is restarting its U.S. push after getting customs approval for the Ring Pro.
- The company says the earlier import restriction may have cost it as much as $50 million in sales.
- Oura has used the disruption to strengthen its lead in the U.S. smart ring market.
- The Ring Pro is now open for U.S. pre-orders, with shipping set for May 15.
- The race is no longer just about the U.S., since both brands are now pushing harder in India too.
Ultrahuman is trying to get back on its feet in the U.S. smart ring market, and the Ring Pro is the company’s new weapon. The move comes after U.S. Customs and Border Protection cleared the device, letting the Bengaluru startup reenter a market where Oura has grown much stronger during Ultrahuman’s absence.
Here’s the big picture: the U.S. is still the most important market for smart rings. TechCrunch reports that about 2.6 million smart rings were sold there in 2025, which was roughly 60% of global shipments. That makes the comeback more than a product launch. It is a fight for relevance in the category’s most valuable region.
Ultrahuman’s U.S. Comeback Plan
The company’s return has been shaped by a legal and product reset. Earlier import limits tied to an October U.S. International Trade Commission ruling in favor of Oura pushed Ultrahuman out of the U.S. market for a period of time. During that stretch, CEO Mohit Kumar said the company lost up to $50 million in sales.
Now Ultrahuman is betting on the Ring Pro to restore momentum. The company says the redesigned unibody metal build helped secure clearance, while also bringing longer battery life and more on-device processing. U.S. pre-orders are already live, starting at $399, with an early price of $349 for the first 1,000 buyers. Shipping is scheduled to begin on May 15.
That matters because smart ring buyers tend to care about a few simple things: comfort, battery life, and useful health insights without a lot of fuss. Ultrahuman is clearly trying to make the Ring Pro feel like a cleaner, stronger second act rather than just a legal workaround.
Why the Market Suddenly Feels Tighter
The smart ring market has been moving fast, and Oura has been one of the biggest winners. TechCrunch says Oura’s share in the U.S. climbed to about 85% by the end of 2025, while Ultrahuman fell to low single digits after the import restrictions took effect. In other words, Ultrahuman’s absence gave Oura room to pull away.
IDC data shared with TechCrunch also shows how quickly the category is growing. The U.S. market expanded sharply in 2025, and the overall smart ring space is still young compared with wearables like smartwatches. That leaves room for more than one winner, but it also means brand trust and distribution matter a lot more than flashy specs alone.
There is another twist here: India is becoming a second battleground. Oura recently launched the Ring 4 there, stepping directly into Ultrahuman’s home market. TechCrunch reports that India’s smart ring market is still developing, with shipments falling in 2025 even as Ultrahuman held the top share. That suggests the fight is no longer limited to one country or one customer base.
What Happens Next
Ultrahuman says it can take five to six months to fully rebuild its U.S. supply chain and distribution, so the comeback will not happen overnight. That timeline gives Oura more breathing room, but it also gives Ultrahuman time to relaunch carefully and avoid another setback.
The broader lesson is simple. In wearables, momentum can change fast. A legal win, a new design, or a cleaner launch strategy can shift the whole market. Ultrahuman is trying to prove that it can recover quickly, while Oura is trying to make sure its lead keeps widening. That is what makes this rivalry worth watching.
For shoppers, the real question is not just which ring looks better. It is which brand can keep delivering reliable tracking, strong battery life, and a smooth user experience as the category gets more crowded. And right now, that race is heating up on two fronts at once.
