The Õura Ring – Revolutionary wearable, or modern snakeoil?

The biggest startup event, the Slush of Finland [1], was more interesting this year than ever. Much talent, much enthusiasm, much hype. All for the best of mankind.

How is it then, that the Pathoskeptic always seems to get irritated by some minor details.

Finnish company Õura, previously JoutZen, introduced new models of their revolutionary welfare rings. The new ones are far cooler than the old, bulkier models, that made you look like .. what exactly?



The new models as sexier, smaller and more expensive than the previous ones. Hooray, Õura [2].



What does this ring do, actually? According to Õura’s marketing..

“it measures the physiological signals of your body, understands your lifestyle, and guides you to make your own optimal daily choices.”

It also appears, that all this is based on hard scientific facts [5].

Exactly what kind of science is Õura’s sleep analysis based on, remains unclear to an animal like myself. My bad, I admit.

Remarkably, the Õura ring seems to be a brainchild of some of the same people, who devised the infamous Finnish ear-light scam, Valkee, which was recently re-branded as HumanCharger [6].


With this magnificent innovation, Valkee managed to be awarded with the Huuhaa-price by Finnish Skeptics Association for “successfully marketing a poorly researched bright light headset which they claim cures a multitude of symptoms such as jet lag, migraine and seasonal affective disorder” [4].

Well, there is no doubt the Õura Ring works, as it is wearable in your finger. It also quite obviously does measure something and it communicates with your mobile using Bluetooth.

Actually,  Valkee’s earlight[7] did work also; it had a light and it did fit into your ear. This is unlike the infamous Russian Ass Buzzer, which did not buzz nor did it fit into your ass.








[7] Let there be Valkee – How a Finnish startup managed to fool everyone

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