When Meta launched its first AI-powered smart glasses in 2023, they came in partnership with EssilorLuxottica and wore the Ray-Ban logo. Three years and two generations later, Meta has its own frames. On June 23, 2026, Meta introduced Meta Glasses — three new styles starting at $299, no partner branding required.
The lineup
The launch includes three models: Adventurer, Fury, and a limited-edition Meta Glasses by Kylie — designed in collaboration with Kylie Jenner in her first wearable tech venture. All three include a built-in camera, open-ear speakers, and Meta AI powered by Muse Spark, Meta's internal multimodal model. At $299, the entry price is at least $80 lower than Meta's second-generation Ray-Ban glasses.
The glasses went on sale June 23 in the United States, Canada, the United Kingdom, France, Italy, Germany, Spain, and several other European markets.
Meta AI on from day one
What Meta is emphasizing most is that these glasses ship with Meta AI fully active at launch — not added later via a software update. The glasses can see what you see, answer questions about your environment, identify objects, translate text, and handle hands-free calling with real-time AI assistance. Meta AI runs on a combination of on-device processing and cloud inference through Muse Spark.
The capability set is a step forward from the original Ray-Ban Meta glasses, which launched with much more limited AI functionality and added features gradually over time. Shipping a complete AI experience from day one reflects how much the underlying model infrastructure has matured in two years.
The market context
According to Counterpoint Research, Meta currently holds approximately 80% of the AI smart glasses market — a category that barely existed two years ago. Snap's competing Specs, announced at Augmented World Expo earlier in June, come in at $2,195 — more than seven times the price of Meta's entry model. Meta is betting that driving down cost is the fastest way to lock in the category before competitors can.
EssilorLuxottica remains a manufacturing partner for Meta Glasses, even as Meta introduces its own brand identity. The two companies also separately announced a lens development collaboration with Applied Materials, suggesting the hardware partnership isn't going anywhere — only the logo has changed.
What this signals
Meta launching under its own brand name is a quiet but significant move. It puts the product identity directly on Meta rather than licensing Luxottica's brand equity. If AI glasses become as mainstream as Meta is betting, Meta wants its name on the category — not a fashion brand it doesn't fully control. The $299 price point is the first real test of whether consumers will buy AI glasses at mass-market prices, and whether a Meta logo carries enough appeal to sell them without a Ray-Ban co-sign.