Meta launches own-brand smart glasses starting at $299

Meta announced on Tuesday that it is launching a new line of smart glasses, branded as Meta Glasses, starting at $299. The new devices are available in several countries starting today in a variety of color and lens combinations. This launch marks a strategic shift for the technology giant: unlike its previous wearable devices, these glasses do not carry Ray-Ban or Oakley branding, representing a move toward establishing its own brand identity. Meta is producing the glasses in partnership with EssilorLuxottica, which serves as the manufacturing partner for the smart glasses.

The launch comes as competition in the wearables sector intensifies. Meta and EssilorLuxottica hold a significant market share, with Counterpoint Research estimating that the two companies hold more than 80% of the wearables space. This launch also follows recent competitive moves; Meta’s new product line arrives a week after competitor Snap unveiled its own smart glasses, called Specs, which carry a hefty $2,195 price tag.

The glasses do not feature a screen, but they are equipped with a camera and personal speakers. A dedicated button on the device triggers the Meta AI assistant by default, though users can customize it to launch specific features. According to Meta, the new smart glasses feature over eight hours of battery life, and the accompanying charging case provides up to 40 hours of additional usage. The integrated Meta AI assistant can answer questions, understand what the user is seeing, and help manage daily tasks. Meta stated that the glasses will soon support a “Pedestrian navigation” feature to provide turn-by-turn walking directions. Additionally, the company is adding support for 14 new languages for its live translation feature, including Japanese, Chinese (Mandarin), Hindi, and Korean.

The new product line is launching with three distinct frame styles:

• Meta Adventurer: A rectangular-shaped frame available in standard and large sizes.
• Meta Fury: A boxier frame style resembling popular styles of men’s glasses.
• Meta Glasses by Kylie: A slim oval frame designed in collaboration with American model Kylie Jenner.

Why it matters

Meta is moving away from third-party branding to establish its own identity in the wearables space, leveraging its significant market share with EssilorLuxottica to compete against high-end alternatives.