Meta Launches Own Brand of Smart Glasses for $299

Meta Launches Own Brand of Smart Glasses for $299 Meta is reshaping its wearables strategy, launching its first fully Meta-branded smart glasses and loosening its dependence on the iconic Ray-Ban name, while keeping prices aggressively low.

On June 23, Meta introduced two new models, Adventurer and Fury, marking “smart glasses under its own brand for the first time,” priced at $299 each. These glasses match the hardware specifications of the Ray-Ban Meta Gen 2 line, which starts at $359, but drop the Ray-Ban branding and associated licensing premium. A third model, Starfire, co-designed with Kylie Jenner, comes in at $399 with a more distinctive angular frame.

The launch follows earlier coverage emphasizing that Meta is now offering “cheaper smart glasses without Ray-Ban,” signaling a clear shift toward more mass-market positioning. EssilorLuxottica, Ray-Ban’s parent, still manufactures the new lineup, but Meta now gains direct control over pricing, distribution, and product identity, while continuing to sell higher-priced Ray-Ban Meta models alongside its own brand.

Technically, all three Meta-branded models share a 12-megapixel ultrawide camera, 3K video recording, and a five-microphone array, with over eight hours of mixed-use battery life and a charging case extending runtime to about 40 hours. They ship in 26 color and lens combinations and are available immediately through Meta’s website and major retailers including Best Buy, Amazon, LensCrafters, and Sunglass Hut.

Strategically, Meta is betting on accessibility and AI assistance rather than high-end AR. The glasses run Meta’s new on-device model, Muse Spark, which powers voice queries, object recognition, and real-time translation across 20 languages, with pedestrian navigation promised in a future update. This stands in stark contrast to Snap’s Specs, a full AR headset launched at $2,195, underscoring “how differently the two companies are approaching the wearables category.”

The move comes amid rapid category growth: EssilorLuxottica sold seven million AI-enabled glasses in 2025, up from roughly two million over 2023–2024, with Meta maintaining a dominant role in the expanding smart glasses market.

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