Meta Launches $299 Smart Glasses to Take On Growing Wearables Market

Meta has expanded its smart eyewear lineup with the launch of a new range of affordable smart glasses under its own brand. Announced on Tuesday, the new Meta Glasses start at $299 and are developed in partnership with EssilorLuxottica. Unlike Meta’s previous smart glasses, however, the latest models do not feature Ray-Ban or Oakley branding.

The new glasses are available starting today across several countries and come in multiple frame colors and lens options, giving customers more choices than ever before.

The launch marks another step in Meta’s growing investment in wearable technology, a market that has become increasingly competitive in recent months. According to data from Counterpoint Research, Meta and EssilorLuxottica currently dominate the smart glasses industry with an estimated market share of more than 80%, making them the leading players in the segment.

Although the Meta Glasses do not include a built-in display, they are equipped with a camera and personal speakers, allowing users to capture moments, listen to audio, and interact with Meta’s artificial intelligence features. A dedicated hardware button activates the Meta AI assistant by default, though users also have the option to customize it to launch another preferred feature.

Meta says battery life has also been improved. The glasses are designed to deliver more than eight hours of use on a single charge, while the included portable charging case provides up to 40 additional hours of battery life, making the device suitable for extended daily use.

The company introduced several frame styles as part of the new lineup. The Meta Adventurer features a classic rectangular design and is offered in both standard and large sizes. Another option, the Meta Fury, has a more angular, boxy appearance inspired by popular men’s eyewear styles.

Among the standout additions is the Meta Glasses by Kylie edition, created in collaboration with American model Kylie Jenner. This version features a slim oval frame and brings a fashion-focused option to the collection.

Meta is also highlighting the growing capabilities of its AI assistant. Users can ask questions ranging from live sports scores to nearby restaurant recommendations. The assistant can also understand what the wearer is looking at through the built-in camera and provide contextual information, while helping manage everyday tasks.

Looking ahead, Meta confirmed that the display-free smart glasses will soon receive Pedestrian Navigation, a feature offering turn-by-turn walking directions. The company is also expanding its live translation tool by adding support for 14 additional languages, including Japanese, Mandarin Chinese, Hindi, and Korean, making the glasses more useful for travelers and multilingual conversations.

The announcement comes just one week after Snap introduced its long-awaited consumer smart glasses, Specs, which carry a significantly higher starting price of $2,195. With Meta pricing its latest glasses at just $299, the company appears to be targeting a much broader audience as competition in the smart wearables market continues to intensify.

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