What moved (Aug '25 – Jul '26)
| Metric | Aug 2025 → Jul 2026 | Change |
|---|---|---|
| Awareness | 18% → 30% | +12pp |
| Consideration | 9% → 14% | +5pp |
| Investigation | 9% → 13% | +4pp |
What's behind the growth
Oura's brand-building has come from three directions: capital, product and marketing.
It raised more than $900 million in a Series E round in October 2025 that valued it at around $11 billion, more than double its prior valuation, with TechCrunch reporting the raise was driven partly by growth among female consumers.
On product, it launched a shaping the future of fertility study with Maven Clinic in July 2026 using continuous biometric data to study fertility. And on marketing, to launch the smaller Oura Ring 5 it ran the biggest campaign in its eleven-year history: three "Subtle.
Power." spots running across major sports finals, streaming platforms and cinema, out-of-home in cities from New York to Berlin, an influencer partnership with Kylie Kelce, and a one-day "Oura Pawn Shop" pop-up in Soho. Coco Gauff fronted the US-facing push as brand ambassador ahead of the 2026 US Open.
