Meta unveils Meta Adventurer and Fury glasses, each priced at $299, its first under its own brand, and a $399 Starfire model in collaboration with Kylie Jenner

The company is also considering camera-free models in the future. — Meta Platforms Inc., which helped popularize smart glasses …

Bloomberg 2026-06-23 Mark Gurman

Context & Ripple Effects

Meta’s recent glasses lineup had expanded along branded partners and higher-specification products: Oakley models started at $399+, while the Meta Ray-Ban Display introduced a $799 model with an in-lens screen and wristband-based gesture control. The new Adventurer and Fury models add Meta-branded options at $299, while Starfire extends the lineup through a Kylie Jenner collaboration.

Related coverage says the new products still carry EssilorLuxottica markings, even as Meta executives position the absence of Ray-Ban branding as a way to lower prices. That makes this less a clean break from Meta’s eyewear partner than a change in how Meta segments branding, price, and audience.

First-order effects

Meta immediately gains two lower-priced, self-branded smart-glasses models, broadening its range below the previously covered $399+ Oakley and $799 display products.
The Kylie Jenner collaboration gives Starfire a differentiated fashion and creator-led identity, while EssilorLuxottica remains connected to the product despite the reduced prominence of partner branding.

Second-order effects

Meta can use its own brand to test whether lower prices and Meta-led product identity convert buyers who may not be drawn to Ray-Ban or Oakley positioning.
EssilorLuxottica’s role becomes more complex: it can remain the eyewear manufacturing and design partner while Meta takes greater control over consumer-facing naming, product segmentation, and potentially customer relationships.

Third-order effects

If Meta continues building a tiered portfolio across its own label, fashion collaborations, and established eyewear brands, smart glasses could evolve from a single partner-branded product into a multi-brand consumer-electronics category.
The consideration of camera-free models suggests that product segmentation may eventually extend beyond price and style to privacy-sensitive use cases, though the corpus does not establish a launch plan or demand level for such devices.

The trend: Meta is moving toward a tiered smart-glasses strategy that separates advanced hardware, lower-priced Meta-branded models, and fashion-led collaborations rather than relying on one eyewear identity.

Discussion

@markgurman Mark Gurman on x
Meta's head of glasses says Apple is a formidable upcoming opponent in the space, citing its design chops and how it'll intentionally give its glasses better iPhone compatibility over what it provides Meta.
@markgurman Mark Gurman on x
On the prospect of facial recognition, Meta says it's the number one request from users and would be a huge boost for the blind community. But there are privacy and societal implications preventing a launch.
@markgurman Mark Gurman on x
Meta is also seriously considering launching audio-only (camera-free) glasses that would allow further price reductions and new styles due to fewer components. They considered this a couple of years ago as well before shelving the product.
@markgurman Mark Gurman on x
Meta is going downmarket in smart glasses, announcing $299 models under its own brand and with its own in-house designs for the first time. There's also a $399 Kylie Jenner version. https://www.bloomberg.com/...
Scott Stein Scott Stein on linkedin
My AWE glasses adventures continue beyond AWE- Meta Glasses cost less at $299, and adopt some of the better fit of the recent Scriber/Blazer models. …
r/technology r on reddit
Meta launches cheaper smart glasses without Ray-Ban
Avinash Kalra Avinash Kalra on linkedin
Introducing Meta Glasses. 🕶️ — This isn't a single product. It's a full eyewear collection: 26 styles across 3 distinct frames, 8 colourways, and premium materials. …
Furhan Zafar Furhan Zafar on linkedin
Not long ago, “smart glasses” meant choosing between something clever and something you'd actually want to wear. Not any more. — Today we launched Meta Glasses. …
Page Six Avery Matera on x
Kylie Jenner takes a surprising new step in her fashion career
Riana Frischman Riana Frischman on linkedin
Glasses are the next great computing platform. Today got us a lot closer. — Meta just launched Meta Glasses — our first in-house designed AI glasses, built with EssilorLuxottica. …
@davidsven David Woodland on x
Today we've expanded our AI glasses portfolio with 26 more styles and colors. Meta Glasses available today, starting at $299. [image]
@joshto Joshua To on x
Today, we're announcing a new line of Meta Glasses. Designed by our team at Meta, they are as beautiful and wearable as they are capable. Three iconic styles, 26 color variations. Including a model designed in collaboration with @KylieJenner [image]
@pitdesi Sheel Mohnot on x
Now you can get Meta Glasses not branded as Oakley or Ray-Bans for $299. You're gonna see a lot of these out there (but probably won't notice them), that's a great price for this product (same hardware as gen 2 Ray-Ban Metas) [image]
@michaelmiraflor Michael J. Miraflor on x
The case for owning multiple pairs just went up. Is this what ecosystem lock-in looks like for glasses / face-based wearables? Meta feels so far ahead bc of the EssilorLuxxotica partnership. Wonder if prices will drop further with scale or if they will protect their hardware
@vadimyuryev Vadim Yuryev on x
Honestly, 10/10 job from Meta on these new budget-friendly glasses. The Starfire model looks sick. Standard models look great as well. 4D Chess move to get in front of Apple's camera glasses next year. Apple's will be significantly more expensive. MANY people will choose these
@neilcybart Neil Cybart on x
Meta sticking with the “you can't tell these are from Meta” design strategy for its smart glasses.

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