Meta is expanding its wearables business with an updated lineup of AI glasses developed with EssilorLuxottica, this time emphasizing fashion-forward designs. The company already dominates the still-small smart glasses category with about 80% market share, built on its Ray-Ban and Oakley AI glasses sold in recent years, both EssilorLuxottica brands.
The move comes as competitors crowd into the market. Google unveiled its answer in May, Snap introduced AI glasses with a display last week priced from $2,195 and pitched as a smartphone replacement, and Apple is preparing its own AI glasses, likely not before 2027. Meta is using its lead to widen the gap.
Meta said on Tuesday it is launching three new AI glasses styles in the U.S. starting at $299, $80 less than the entry-level second-generation Ray-Ban model. The new series, made with EssilorLuxottica but without the Ray-Ban or Oakley branding, includes Meta Adventurer, a rectangular frame; Meta Fury, described as a bold design; and Meta Glasses by Kylie, created with Kylie Jenner.
The glasses will come in multiple frame and lens colors, with prescription lens options. Technically, the new models do not add major innovations: like existing devices, they can generate answers and recommendations in real time, use the wearer’s surroundings to provide information, and help manage everyday tasks through voice commands. Hardware includes a button to activate Meta AI, a built-in camera for photos and video, noise-reducing microphones, speakers for music and AI conversations, and battery life of more than eight hours.
