Meta drops Ray-Ban branding from new $299 smart glasses, launches three styles including Kylie Jenner

Meta on Tuesday launched a new line of smart glasses under its own brand, dropping the Ray-Ban and Oakley names that had defined its previous wearable efforts. The new Meta Glasses start at $299 and ship today in multiple countries across three frame styles and seven color options.

The glasses have no display but include a camera, personal speakers, and a dedicated button that by default triggers Meta's AI assistant. The company claims over eight hours of battery life on a single charge, with the included charging case providing up to 40 hours of additional usage. Meta and its partner EssilorLuxottica together hold an estimated 80% of the smart glasses market, according to Counterpoint Research data cited by TechCrunch.

Three frame styles, one celebrity collaboration

The lineup includes three distinct designs. The Meta Adventurer frame is rectangular and comes in standard and large sizes. The Meta Fury frame is boxier, resembling popular men's eyeglass styles. The most notable entry is the Meta Glasses by Kylie, a slim oval frame designed in collaboration with American model Kylie Jenner.

• Meta Adventurer: rectangular frame, standard and large sizes
• Meta Fury: boxy frame, styled after popular men's glasses
• Meta Glasses by Kylie: slim oval frame co-designed with Kylie Jenner
• Seven total color options across the three styles
• Available starting today in multiple countries

The button can be customized to launch a specific feature instead of the default AI assistant. Meta says the assistant can answer questions about sports scores, local restaurants, and what the wearer is seeing, and can help manage daily tasks.

New features and competitive context

Meta said the display-less glasses will soon support a Pedestrian navigation feature that provides turn-by-turn walking directions. The company is also adding support for 14 new languages for its live translation feature, including Japanese, Chinese Mandarin, Hindi, and Korean. The launch comes one week after Snap released its own consumer smart glasses, called Specs, at a $2,195 price point, a significant contrast to Meta's $299 entry.

The move marks a strategic shift for Meta. For the past three years, the company's smart glasses have carried Ray-Ban branding under a partnership with EssilorLuxottica. The new Meta Glasses line drops that co-branding entirely, putting the Meta name front and center. The company is betting that a lower price and its own brand identity can drive broader adoption as the wearable category heats up.