Ultrahuman is taking a significant step towards expanding its presence in the US market following the approval for its latest device, the Ring Pro. This comes after a global launch in late February and, notably, in light of a 2025 ruling from the US International Trade Commission that favored rival Oura, imposing restrictions on Ultrahuman’s smart rings in the US.
Ultrahuman Eyes US Expansion with Its Latest Ring Pro Smart Ring
The approval for the Ultrahuman Ring Pro was granted by the US Customs and Border Protection, allowing the company to reassess its strategy in a market where it aims to compete directly with Oura, which has strengthened its foothold. This setback for Ultrahuman, due to the October 2025 restrictions, resulted in an estimated $50 million loss in sales, as the tech company was forced to halt the import of its existing Ring Air model, according to Ultrahuman CEO Mohit Kumar.
The US market is critical for smart rings, accounting for approximately 2.6 million units sold in 2025, representing around 60% of the global total of 4.4 million units, as per IDC data. During the period of import restrictions, the competition in the market intensified, particularly with Oura, whose market share has surged as Ultrahuman’s declined significantly.
The Company Expects to Regain Lost Share Quickly
Historically, Ultrahuman’s market share in the US rose from 11.5% in 2024 to 24.6% by Q2 2025. However, this figure plummeted into single digits by the year’s end as import restrictions came into play, while Oura saw its share increase dramatically from 63.3% to 85%, effectively filling the void left by Ultrahuman’s absence.
At its peak, the US market contributed as much as 50% to Ultrahuman’s revenue. As a result of the restrictions, the company turned its focus to expanding in Europe and Asia. In remarks to TechCrunch, CEO Kumar noted, “Our absence gave rivals only a three-month advantage,” expressing optimism about quickly regaining lost market share.
Pre-orders for Ultrahuman Ring Pro in the US
In an effort to reestablish its presence, Ultrahuman is immediately ramping up its US rollout. CEO Mohit Kumar has indicated that achieving full scale might take five to six months as the company works to rebuild its supply chain and distribution networks. The newly designed Ring Pro features a unibody metal design that facilitated its US clearance, along with enhancements that include longer battery life and improved on-device processing capabilities, key elements for a successful market re-entry. Pre-orders for the Ring Pro have commenced, with initial shipping slated to begin on May 15th at a starting price of $399, while early pre-order pricing is set at $349 for the first 1,000 customers.
Kumar noted that the Ring Pro was already under development as part of a more extensive product upgrade plan, which also helped in addressing the patent dispute. Concerning the Ring Air, he stated, “We believe the Ring Air is a non-infringing model, and we are fighting that in federal court in the U.S.” He emphasized that the new design aims to resolve these issues definitively.
Plans Beyond Smart Rings
As Ultrahuman lays out its expansion plans in the US, competitor Oura recently made its entry into Ultrahuman’s home market, India, with the launch of the Ring 4. This emerging rivalry sets a competitive stage across different markets. CEO Kumar remains committed to long-term growth in India, even as the ecosystem becomes increasingly crowded with newcomers.
Additionally, Kumar hinted at exciting developments on the horizon beyond smart rings. Ultrahuman is reportedly working on a new wearable device that will focus on different biomarkers, further expanding its product portfolio. Current offerings from Ultrahuman already include tracking capabilities for heart rate, skin temperature, heart rate variability, sleep stages, blood-oxygen levels, and movement.
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