Meta Drops Ray-Ban Brand to Launch $299 AI Glasses with 26 New Styles

Dropping Ray-Ban, doubling down on AI

On June 23, Meta and EssilorLuxottica launched a new product line simply called Meta Glasses — dropping the Ray-Ban co-branding for the first time in the partnership's five-year history — with prices starting at $299.about +1 The debut spans 26 styles across three frame silhouettes: the rectangular Meta Adventurer, the angular Meta Fury, and a slim oval design created in collaboration with Kylie Jenner, with a premium Kylie Starfire edition priced at $399.about +1 The launch underpins Meta's push to put AI wearables in front of a mass-market audience, building on a partnership with EssilorLuxottica that traces back to the original Ray-Ban Stories in 2021.centraloregondaily

Muse Spark powers a smarter pair of glasses

The new Meta Glasses are the first in the lineup to ship with Meta AI powered by Muse Spark, the inaugural model out of Meta's Superintelligence Labs.about The hardware package includes open-ear speakers, an advanced multi-mic array with wind noise reduction, IPX4 water resistance, a 12MP camera capable of 3K UHD video and slow-motion capture, 32GB of storage, and over eight hours of battery life.centraloregondaily A portable charging case adds up to 40 hours of additional charge.centraloregondaily Live translation — already available in 20 languages — is set to expand with support for 14 more, including Japanese, Mandarin Chinese, Hindi, and Korean, while pedestrian turn-by-turn navigation is on the near-term roadmap for displayless glasses.about

84% market share and a sales tripling

Meta's launch arrives against a backdrop of rapid market expansion. According to Counterpoint Research data from June 2026, Meta holds 84% of the global smart glasses market as of Q1 2026.cryptobriefing Total industry shipments reached 8.7 million units in 2025, with Meta accounting for 7.4 million — a 281% year-over-year jump.cryptobriefing EssilorLuxottica's Q4 2025 financial results confirmed that combined smart glasses sales more than tripled over the prior two years, with over seven million units sold in 2025 alone.cryptobriefing AI-equipped models now represent 88% of all smart glasses shipped, leaving non-AI devices as a fast-shrinking niche.cryptobriefing

A race that Apple and Google are still entering

The competitive landscape remains lopsided — but not for lack of challengers. Apple is reportedly developing smart glasses targeting a late-2027 production start, while Google has previewed Android XR wearables and Chinese manufacturers including Rokid have carved out positions in display-equipped segments.cryptobriefing Meta cut roughly 1,000 Reality Labs staff earlier this year and redirected that budget toward AI glasses, signaling where the company believes the hardware battle will be decided.cryptobriefing At $299, the new Meta Glasses line is designed to saturate the market before rivals can mount a credible challenge, betting that form, AI capability, and price together can define the wearable computing category for years to come.about