Meta is putting its own name on smart glasses for the first time. According to The Verge, for the past three years "Meta" and "Ray-Ban" have been effectively synonymous in the smart glasses space — but that partnership is no longer the headline. The new lineup is Meta-branded, and includes models called the Meta Adventurer, the Meta Fury, and Meta Glasses by Kylie, as reported by Engadget.
CNBC reports the glasses start at $299, and Wired says they go on sale today in three styles and, per The Verge, seven colors. One of those styles was codesigned with reality TV star and businesswoman Kylie Jenner.
Despite the new branding and lower price, the hardware is familiar. Wired notes the Meta-branded glasses carry the same camera, microphones, and AI chatbot as the existing Ray-Ban models. In other words, this is less a technical leap than a repositioning — a cheaper, more colorful, and more fashion-forward range sold under Meta's own label.
The move fits a longer ambition. CNBC reports that Meta executives describe these lightweight glasses as a stepping stone toward a more advanced device that would include screens built into the lenses, and that CEO Mark Zuckerberg continues to push the company deeper into wearables.
Why it matters: by stamping its own name on the glasses and recruiting a celebrity collaborator, Meta is signaling it wants to own the smart-glasses category outright — and turn AI-equipped eyewear into a mainstream consumer product rather than a niche experiment.