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While health tracking devices are not new, Ōura, best known for its $300 Oura Ring, has somehow seamlessly bridged the worlds of technology, wellness and design, so much so that Kim Kardashian, Jack Dorsey and Prince Harry are all fans. That unlock happened largely due to the ring’s focus on sleep, according to Oura CEO Tom Hale. “Most fitness wellness trackers are oriented around ‘get more activity,’ ‘get going’ and ‘get out there,’ and we’re like, ‘Hey, relax and recover, make sure that you’re well-rested,'” Hale said on the latest episode of the Glossy Beauty Podcast. CMO Karina Kogan agreed, “There is now a movement in culture, a move away from sick care to self-care. Historically, when you think about tracking anything in your health people tended to count calories and count steps. It was all about weight loss,” she said. “Now, consumers are thinking about longevity. They’re thinking about their immunity. They’re thinking about how can I live longer.” Ōura, the Finnish parent company of the Oura ring, launched in 2013 and on Kickstarter no less. While the original Oura ring was bulker in design, much like any piece of technology, the ring became sleeker and more technologically enabled. To date, the company has sold nearly 1.5 million rings and has a $2.55 billion valuation. This week, the company launches its latest innovation, the Oura Gen3 Horizon which is reminiscent of a wedding ring and comes in a rose gold finish. It continues to track Ōura’s hallmarks such as daytime and live heart rate, advanced temperature sensing, blood oxygen sensing, all while providing consumers more options. Below are additional highlights from the conversation, which have been lightly edited for clarity. A culture shift Kogan: “It’s all it’s a broadening the definition of health, so it’s not just about how many steps you took and how many calories you burned. It’s also about how well you slept, how much time you spent in REM or deep sleep, how much stress you’re undergoing, whether it’s physical stress or emotional stress, it’s about tuning into other aspects, other biometrics or biomarkers. I think consumers are very comfortable with metrics and there’s a certain gamification to scores. Oura gives you three daily scores, your readiness, sleep score and your activity, and those help guide you. The range of metrics that consumers are looking at are expanding, consumers want to optimize their life” Future-proofing for uncertainty Hale: “[With] all the things that are going on in the world today, Covid, a war, more economic upset, inflation, all the things, I think our mission is more important than ever because people are stressed out more than they’ve ever been. If we can do our part to help people understand where they are, meet them where they are, and provide them support for where they are, that’s immensely rewarding. It’s not about some giant outcome. It’s about doing good for the people of this planet, who are right now facing some really, really stressful times.”