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 2026-06-24 Mark Gurman

Context & Ripple Effects

Meta’s recent glasses coverage has moved from premium, feature-led variants—including a $799 display model and $399+ Oakley-branded glasses—to a broader lineup at lower entry prices. The Adventurer and Fury models are the company’s first under the Meta name, though related reporting says EssilorLuxottica branding remains inside the frames.

The Starfire collaboration adds a separate, celebrity-led tier with product details tailored to Kylie Jenner’s audience. Together, the releases show Meta segmenting the category by price, branding, and style rather than treating smart glasses as a single product.

First-order effects

Meta gains two $299 models that can be marketed under its own brand, alongside a $399 collaboration model aimed at a distinct fashion-and-celebrity audience.
The shift away from Ray-Ban branding is presented by Meta executives as a way to lower price, while EssilorLuxottica remains visibly connected to the products.

Second-order effects

Meta’s glasses portfolio now spans a premium display device, sports-oriented Oakley models, lower-priced Meta-branded frames, and a celebrity collaboration, increasing pressure on its own product planning to clearly differentiate each tier.
The Kylie model makes design and audience-specific features part of the competitive proposition, not just camera, AI, or display capabilities; future partners and branded variants will be judged on that combination.

Third-order effects

If Meta continues to expand its own-label lineup while retaining eyewear-manufacturing relationships, smart glasses could develop into a tiered consumer-electronics category with fashion partnerships as a core distribution and differentiation tool.
Consideration of camera-free models suggests the category’s long-term addressable market may extend beyond camera-equipped devices, though the corpus does not establish when or whether Meta will ship such products.

The trend: Smart glasses are evolving from isolated premium experiments into a segmented product portfolio spanning technology tiers, fashion branding, and audience-specific collaborations.

Discussion

@seangarrette Sean Garrette on x
Surveillance, but make it FASHION!
@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]
@phanecello8 @phanecello8 on x
@instagram @KylieJenner every celeb complicit in this is literally disgusting like scum of the earth type shit why are you promoting these perverted ass spy cams
@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]
@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
@nathievr @nathievr on x
Meta just unveiled its first in-house smart glasses lineup including one designed by Kylie Jenner expected to sell for $399. After years of partnering with brands like Ray-Ban, Meta is now starting to create its own styles. [image]
@nihilyoung Nihil Young on x
@instagram @KylieJenner Weird, dystopian, surveillance nightmare pushed by big tech, essilor-luxottica and hollywood
@nathievr @nathievr on x
Interesting how Meta's new Starfire smart glasses designed by Kylie Jenner look very similar to the ones Google recently unveiled with Gentle Monster. Competition is heating up. [image]
@neilcybart Neil Cybart on x
Meta sticking with the “you can't tell these are from Meta” design strategy for its smart glasses.
@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]
@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/...
Nicola Mendelsohn CBE Nicola Mendelsohn CBE on linkedin
JUST LAUNCHED: The next generation of Meta Glasses 👓 is here — and I'm wearing the future right now. — I tried them all on and genuinely can't pick — so you're deciding for me. …
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. …
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. …
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. …
r/RaybanMeta r on reddit
Meta launches cheaper smart glasses without Ray-Ban
r/technology r on reddit
Meta launches cheaper smart glasses without Ray-Ban
Page Six Avery Matera on x
Kylie Jenner takes a surprising new step in her fashion career
@briannekimmel Brianne Kimmel on x
surveillance culture, but make it sexy

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