Meta launches $299 AI smart glasses line under its own brand

Meta Platforms has launched a new line of AI-powered smart glasses branded as Meta Glasses, marking its first internally designed consumer smart eyewear range distinct from the Ray-Ban and Oakley collaborations it previously relied on. The glasses start at a price of $299 and are manufactured in partnership with EssilorLuxottica, but they do not carry Ray-Ban or Oakley logos and instead use Meta-only branding. Meta Glasses are available in multiple frame styles including Meta Adventurer and Meta Fury, along with a higher-priced collaboration model Meta Glasses by Kylie featuring a slim oval design, with the Kylie edition priced at $399. Across the line, Meta is offering 26 style combinations spanning different colors, lenses and frame variants, including prescription options with a wide diopter range.

The new Meta Glasses integrate cameras and personal speakers, with an LED indicator to signal when recording is active, and a dedicated hardware button that defaults to triggering the Meta AI assistant. Meta AI on the glasses can answer general questions, understand the user’s surroundings via the camera, provide recommendations, and is designed to help manage everyday tasks. The glasses deliver over eight hours of battery life on a single charge, and the accompanying charging case can extend usage up to 40 additional hours, supporting continuous daily wear. Meta is also enhancing software capabilities with live translation in 14 languages and upcoming pedestrian turn-by-turn navigation for walking, positioning the product as a hands-free companion for communication and travel. The glasses are being sold in several countries from launch through existing EssilorLuxottica retail channels, making them broadly available to mainstream consumers seeking lower-cost smart eyewear compared with competing devices and Meta’s own Ray-Ban and Oakley-branded models.

Meta is targeting everyday consumers, creators and early adopters who want wearable access to AI without the bulk of a display headset, as the Meta Glasses do not include screens and instead focus on audio, camera and voice interaction. The $299 starting price undercuts second-generation Ray-Ban Meta smart glasses, which begin at $379, and Oakley Meta models starting at $499, giving Meta a more accessible entry point in the emerging smart glasses category. With Meta and EssilorLuxottica already controlling a significant share of the smart glasses market, the company is using this lower-priced, display-less line to defend and grow its position against new rivals launching consumer smart glasses at much higher prices. The launch also serves as a platform for Meta’s broader AI strategy, debuting upgraded Meta AI capabilities that will later connect to additional agentic features and other wearables, reinforcing the company’s push to embed AI directly into everyday hardware.