Natura's $99 Ring Orders Shampoo While You Shower
By Daniel Rao The pitch sounds like a dare: a $99 ring that lets you order shampoo mid-shower without touching your phone. Natura, a seven-person hardware startup from Italy, unveiled Interface this week — a smart ring that turns a finger-press into a direct line to your AI agents. If the idea sounds familiar, that's because the industry has been circling it for years. The difference is that Natura wants to sell it to you before the year is out, for less than the cost of a decent pair of sneakers. Announced on 8 October, Interface is worn on the index finger and pairs with a phone. You press its button, speak, release — and the request is routed through Natura's NatureOS software to whichever AI agent you chose: Meta's Muse, Instinct, Grok Bot, Claude or ChatGPT, with a 140-strong agent store promised at launch. It also tracks heart rate, HRV, sleep stages and skin temperature, lasts up to 12 days on a charge, and recharges in about 100 minutes. Natura plans to open ...