Meta launches its own smart glasses line starting at $299

Meta has unveiled a new range of AI-powered smart glasses in partnership with EssilorLuxottica, expanding its wearable technology ambitions beyond the Ray-Ban and Oakley brands. Called Meta Glasses, the new lineup starts at $299 and will be available in 26 styles across different frame shapes, colours and lens options, including prescription lenses.

The launch comes as Meta intensifies its push to make AI assistants more accessible through everyday devices. Unlike the company’s premium Ray-Ban Display glasses, the new Meta Glasses are positioned as a more affordable, mainstream product.

“Glasses are the most exciting hardware category of the AI era,” Meta said in its announcement, describing them as an ideal form factor for an all-day AI assistant. The collection includes three frame families: Meta Adventurer, a classic rectangular design; Meta Fury, a bolder statement frame; and Meta Glasses by Kylie, a slim oval design created in collaboration with Kylie Jenner.

Meta Glasses are the first in the company’s portfolio to launch with Meta AI powered by Muse Spark, a new AI model developed by Meta’s Superintelligence Labs. The glasses feature hands-free photo and video capture, open-ear speakers, voice controls and a dedicated action button that can summon Meta AI. The company claims the device offers more than eight hours of battery life on a single charge.

The launch builds on a partnership between Meta and EssilorLuxottica that has already produced the Ray-Ban Meta and Oakley Meta product lines. Meta currently dominates the smart glasses category, accounting for more than three-quarters of global shipments last year, according to market estimates cited by Reuters.

Battle for market share

The move also comes as competition in AI-powered eyewear heats up. Rivals including Google and Snap Inc. are developing their own smart glasses offerings, betting that wearable AI devices could become the next major consumer computing platform.

With pricing under $300, the newly launched Meta Glasses makes them cheaper than their own Ray-Ban Meta smart glasses, which start at around $379, and the Oakley Meta HSTN range, priced from $399. The gap is even wider when compared with Meta’s premium Ray-Ban Display glasses, which retail for $799.

Snap’s AR-focussed Specs are priced at $2,195, while Google has yet to announce pricing for its upcoming Android XR glasses developed with partners such as Warby Parker and Gentle Monster. Apple is reportedly considering launching its own line of smart glasses as well.