Ultrahuman, a Bengaluru-based health-tech startup, has gained approval for its Ring Pro smart ring from U.S. Customs and Border Protection, marking a significant step in its bid to revive its U.S. business. This development comes as Oura, a leading player in the smart ring market, has strengthened its dominance in the interim. The U.S. market is crucial for smart rings, accounting for 2.6 million units sold in 2025, roughly 60% of the global total of 4.4 million units. The market has consolidated rapidly, with Oura expanding its share while Ultrahuman's share fell sharply during the period of import restrictions.
Ultrahuman's U.S. market share rose from 11.5% in 2024 to 24.6% by Q2 2025, before falling to low single digits by the end of the year due to import restrictions. Over the same period, Oura's share climbed from 63.3% to 85%, capturing most of the ground lost by Ultrahuman. The Ring Pro's redesigned unibody metal structure helped the company secure U.S. clearance and is central to its comeback strategy.
Ultrahuman plans to ramp up its U.S. rollout immediately, with the company rebuilding its supply chain and distribution. The Ring Pro boasts improvements such as longer battery life and enhanced on-device processing. The company expects to regain lost ground quickly, with CEO Mohit Kumar downplaying the competitive impact of the import restrictions.
The U.S. remains the most critical market for smart rings, with growth of 59% year-over-year. The market's rapid consolidation has led to a significant shift in market share, with Oura emerging as the dominant player.
Ultrahuman's approval for the Ring Pro is a significant development in the smart ring market, but it remains to be seen how the company will regain lost ground against Oura's dominance. The U.S. market's growth and consolidation make it a crucial battleground for smart ring players. Nigerian health-tech startups, such as CribMD and LifeBank, can learn from Ultrahuman's experience in navigating regulatory challenges and market competition.
