Meta launches own-brand AI smart glasses at $299

Meta ↘0.02% on Tuesday launched Meta Glasses in three prescription-ready frame styles starting at $299, its first smart glasses without a partner brand attached.reuters
The glasses run Meta’s Muse Spark AI model and include a $399 Kylie Jenner collaboration; they’re available at Meta.com, LensCrafters, Best Buy ↘1.58%, and Amazon ↗0.71%.glasses
The launch intensifies competition with Snap ↘3.46%, which recently opened pre-orders for $2,195 AR Specs, and EssilorLuxottica, which sold over 7 million AI glasses in 2025.forbes

Meta Launches Own-Brand AI Smart Glasses Starting at $299

Meta on Tuesday unveiled its first line of AI-powered smart glasses sold under its own name rather than a partner brand, marking a new chapter in the company’s wearables strategy. The collection starts at $299 and is available with prescription lenses — positioning the frames as everyday eyewear rather than a tech novelty.

A New Brand, Three New Styles

The Meta Glasses lineup includes three frame shapes: the Adventurer (rectangle), the Fury (square), and the Starfire (oval). The collection is developed in partnership with EssilorLuxottica, the same manufacturing partner behind the Ray-Ban Meta and Oakley Meta lines, but is sold without either legacy eyewear brand attached.reuters

All three styles are available exclusively with prescription lenses, supporting a power range from -8.00 to +6.00, with lens options including clear, plano sun, polarized sun, and Transitions. Each pair ships with a charging case offering up to 40 hours of total battery life. The glasses run Meta’s Muse Spark AI model, which was deployed on the company’s smart glasses hardware earlier this month after replacing Llama 4.glasses

A fourth option, the Starfire Kylie Edition, is a collaboration with Kylie Jenner priced at $399 as part of what Meta calls its “Global Creator Collection”.reddit

Expanding Beyond Ray-Ban

The launch represents the codename “Modelo” product that was first reported in late May by The Information as part of an internal memo from Meta’s VP of wearables, Alex Himel. That memo outlined four new smart glasses models planned for 2026, with Modelo slated for a June debut.9to5google

At $299, the Meta-branded frames match the starting price of the Ray-Ban Meta Gen 2 glasses that launched in late 2023, and undercut the $499 Ray-Ban Meta prescription models released in March. The glasses are available at Meta.com, LensCrafters, Best Buy, and Amazon.reuters

A Crowded Smart Glasses Market

Meta’s own-brand entry arrives amid intensifying competition. Snap began taking pre-orders for its $2,195 standalone AR Specs earlier this month, while EssilorLuxottica recently struck a deal with Applied Materials to develop next-generation display technology for future smart eyewear. EssilorLuxottica reported selling over 7 million AI glasses in 2025, more than tripling the prior two years combined.forbes