Oura’s new pregnancy and perimenopause tools put real biometrics behind women’s midlife care as Naomi Watts’ Stripes comes to Credo stores.
Oura has expanded its women’s health capabilities with Pregnancy Insights upgrades and a first-ever Perimenopause Check-In — features that turn continuous biometrics into week-by-week context, symptom tracking, and physician-shareable reports. The rollout, beginning this month, adds trimester-specific guidance, trend views for temperature, resting heart rate, heart rate variability, and respiratory rate, plus pregnancy-aware tips in the Oura Advisor. For perimenopause, a 12-question Menopause Rating Survey produces a downloadable PDF pairing self-reported symptoms with ring-sensed data for easier clinician conversations. Oura also linked with care platforms such as Midi Health and Evernow, bridging wearables to specialist support.
The timing is strategic. Menopause-related sleep disturbance affects an estimated 40 to 69 percent of women during the transition — a scale that makes sleep and recovery analytics valuable when hot flashes, night sweats, and circadian disruption overlap. The global menopause market was valued at $18 billion in 2024, projected to grow steadily through 2030; menopause-specific digital health solutions reached about 350 million dollars in 2024 and are expanding at double-digit rates. Smart rings, Oura’s category, are one of wearables’ fastest-growing segments, with projected annual growth above twenty percent through the decade.
The midlife market opportunity
For perimenopause, the Check-In formalizes symptom tracking: sleep disruption, hot flashes, and mood shifts into a quantifiable “impact to quality of life” score. The PDF report merges these symptoms with nightly and longitudinal biometrics, creating a record to share with OB-GYNs or menopause specialists. Partnerships with Midi Health and Evernow streamline referrals for treatment evaluation, including hormone therapy.
Peer-reviewed research shows sleep disturbance is a hallmark of menopause, with prevalence estimates suggesting nearly half of women experience meaningful disruption. Vasomotor symptoms affect more than 50 percent globally, impacting mood, cognition, and quality of life. If a wearable can pinpoint physiological shifts and connect them to care, it shortens the path from symptom recognition to intervention.
Women’s digital health is expanding from period trackers to life-stage platforms. Analysts estimated the women’s health devices market at over $36 billion in 2024, tracking toward $80 billion by the mid-2030s. Smart rings are growing rapidly, with the 2025 market estimated at $400 million. Oura continues to defend its position through patents and fast software iteration.
Retail steps in: Stripes Beauty lands at Credo
Building on the menopause and perimenopause market, Credo Beauty has brought Stripes Beauty — actress Naomi Watts’s pro-ageing brand — into all stores and online, making it the retailer’s first dedicated menopause partner. Beyond merchandising, the partnership includes education and events tied to National Hot Flash Day and Menopause Awareness Month.
“I’m incredibly proud and humbled to be entering Credo Beauty, a retailer whose commitment to ingredient transparency parallels our own mission at Stripes,” Watts said in a statement. “Together, we are expanding access to products that support women navigating perimenopause and menopause –with genuine care, integrity and inclusivity at every step.”
President and CEO Cara Kamenev added, “We created Stripes to address a glaring gap in the wellness and beauty space – offering a stellar product range focused on hydration and other symptom-based concerns, complemented by a community of trusted resources to help women feel informed, empowered, and seen through every phase of menopause.”
Credo VP Jessica Trieber noted, “As we broaden our commitment to wellness, inside and out, we recognise that different life stages bring different needs. Naomi Watts has been instrumental in bringing perimenopause and menopause into everyday conversation, and partnering with her and Stripes Beauty was a natural fit. Women deserve support, solutions, and space to navigate this chapter with confidence. We are seeing more interest in this area from our customers, and their cult-favourite Vag of Honor fills a gap in our assortment – we have not had anything quite like it before.”
The retail move reframes menopause as a cross-category lifestyle need — skin, scalp, intimate care, and supplements — rather than a niche. For a customer who identifies symptoms through a wearable and seeks topical or nutritional support, this integration is critical.
“[W]hether it’s pregnancy, irregular cycles, PCOS, or menopause, we — as women — are being underserved. And we’re half the population,” Neta Gotlieb, PhD, Senior Product Manager and Clinical Research Scientist at Oura, said in a statement. “There’s a big lack of access to education and care. We’ve created a very powerful tool here that can help more women be in tune with their body — and to connect them with care when appropriate.”
Related on Ethos:
