Meta has introduced a new line of smart glasses under its own branding, with prices starting at $299 as it pushes further into the growing wearable technology market.

The devices, called Meta Glasses, are developed in partnership with EssilorLuxottica but drop the Ray-Ban and Oakley branding seen in earlier products.

They are now available across several countries in multiple colour and lens options, signalling a broader consumer push from the company.

No screen, but AI stays at the centre

The glasses do not include a display but come fitted with a camera and built-in speakers for audio interaction.

A dedicated button activates Meta AI by default, though users can customise it to trigger other features depending on preference.

Meta says the device is designed for everyday use, with the AI assistant able to answer questions, identify what the user is looking at, and assist with routine tasks such as recommendations and information lookup.



Battery life and design variations

Meta claims the glasses deliver more than eight hours of battery life on a single charge.

A charging case extends usage by up to 40 additional hours, positioning the product for all-day, on-the-go use.

The lineup includes several styles, including the rectangular Meta Adventurer, the boxier Meta Fury, and a slimmer oval design created in collaboration with model Kylie Jenner under the Meta Glasses by Kylie range.

Expanding language and navigation features

The company is also expanding software capabilities on the device.

Live translation now supports 14 additional languages, including Hindi, Mandarin, Japanese, and Korean.

Meta says a pedestrian navigation feature is in development, which will provide walking directions directly through the glasses.

Competitive pressure in wearables

The launch comes as competition in smart glasses intensifies.

Meta and EssilorLuxottica currently dominate the category, with more than 80 percent market share according to Counterpoint Research.

Snap also recently entered the space with its Specs device priced at $2,195, highlighting a widening gap in pricing strategies across the market.

The bigger picture

Meta’s latest move signals a clearer push to make AI-powered wearables more mainstream.

By removing premium branding, lowering entry price, and embedding Meta AI more deeply into daily use cases, the company is positioning smart glasses as a practical consumer device rather than a niche tech.