For the past three years, Meta and Ray-Ban have been synonymous in the smart glasses space. That changes now. The company has launched three new smart glasses models that drop the Ray-Ban branding entirely. Priced at $299, they are $80 cheaper than the Ray-Ban Meta Gen 2 and come in three distinct styles: the Meta Fury, Meta Adventurer, and Meta Glasses by Kylie Jenner. All are available in seven color options.
The decision to remove the Ray-Ban name is purely strategic, according to Alex Himel, Meta's vice president of wearables. "We just feel like we need to have a pair of glasses at a lower price point, and we were trying to figure out what could work there," Himel said. While EssilorLuxottica, the parent company of Ray-Ban, still helped design and manufacture the glasses, their involvement is now less visible. The EssilorLuxottica name appears only in tiny font on the inside temple of each frame.
Internally, the new Meta Glasses are identical to the recently released Ray-Ban Meta Optics Styles, with slightly longer battery life. The camera module has been shrunk compared to earlier Ray-Ban models, a change that was actually introduced in March with the prescription-optimized Optics Styles. The glasses support a wide range of prescriptions, from -12 to +2.25, with overextension hinges for a comfortable fit on wider faces. Adjustable nose pads and temple tips allow for a customized fit, addressing a common complaint among glasses wearers.
Three Styles, One Vision
The Meta Fury features a thick, square frame that closely resembles the bold look of the Meta Ray-Ban Display models. The Meta Adventurer has thinner rims, offering a slightly slimmer and more understated appearance. The Meta Glasses by Kylie Jenner are a collaboration with the reality TV star and entrepreneur, sporting a Y2K-inspired design meant to be worn lower on the nose. Each pair includes a small gem embedded in the upper corner of the left lens for a touch of personality. A special case with a built-in mirror comes with the Kylie glasses.
These stylistic differences are important because previous smart glasses always looked futuristic or dorky. Ray-Ban’s iconic silhouettes gave Meta’s glasses an air of legitimacy. Now, Meta is betting that its own designs—backed by EssilorLuxottica’s manufacturing expertise—can achieve the same appeal. "We want to appeal to a wider audience, not just people who already wear Ray-Bans," Himel explained.
Privacy Promises and AI Upgrades
The launch comes amid growing scrutiny over Meta’s privacy practices. Recent reports from The New York Times and Wired revealed that Meta is developing a facial recognition feature for its smart glasses. Critics have also highlighted incidents of bad actors using the glasses to harass women. Himel acknowledged these concerns: "We know that there’s tampering today, and there are a handful of ways that people are doing it. If people aren’t comfortable with you wearing the glasses, not only do we personally think that’s bad, but we wouldn’t have a business anymore. You should see some updates from us really soon, where we’re looking to address it directly."
Meta has not yet detailed what those privacy updates will entail. Himel said the company is aggressively discussing how to approach the privacy problem and set an example for the industry. "In general, we would like to get a place where there’s a uniform way of handling things," he added. The challenge is compounded by different state and national regulations around AI. Himel noted that inconsistent policies make it hard for Meta to build a single product that works everywhere.
On the AI front, the new Meta Glasses launch with Muse Spark, the first model from Meta’s Superintelligence Labs. The AI will also arrive on older Ray-Ban and Oakley smart glasses via a software update. Muse Spark is designed to be more conversational and less stiff than previous versions. It supports 14 additional languages, including Arabic, Japanese, Mandarin, Hindi, and Korean. Pedestrian turn-by-turn navigation will be added later this month, along with a "dynamic photo" feature that automatically captures multiple frames and recommends the best one.
In live demos, the AI performed smooth live translations from Mandarin, though with slight latency. It also offered generic but functional recommendations—such as suggesting a grape-shaped or lavender donut charm when asked for a cute purple keychain. When asked to estimate the caloric content of a plate of canapés, the AI guessed 280 calories but admitted uncertainty about one item. Himel believes that as AI becomes smarter, it will overcome the public’s privacy concerns, though he acknowledged that smart glasses still lack a clear "killer" use case.
Hardware Strengths and Market Position
Despite the privacy cloud, the hardware itself is well-regarded. The glasses are available in a wide range of colors, styles, and prescription options, making them more accessible than ever. The adjustable nose pads and temple tips are particularly welcome for people with lower nose bridges or asymmetrical faces. The overextension hinges also improve comfort for wider head shapes. These features are not new but are now offered across all three styles.
Meta’s decision to drop Ray-Ban branding is also a price-driven move. At $299, the glasses undercut many competing smart glasses and are about $80 cheaper than the Ray-Ban Meta Gen 2. Himel explained that EssilorLuxottica’s other brands are not well known enough to carry the product, so going with Meta’s own brand was the logical choice. "There wasn’t an obvious fit there," he said.
The glasses will compete with offerings from Google, Samsung, and Gentle Monster, which have also entered the smart eyewear market. However, Meta’s deep integration with its AI ecosystem and existing partnerships with EssilorLuxottica give it a significant advantage. The question remains whether consumers will trust Meta enough to wear a camera on their face. Himel is optimistic, comparing smart glasses to early smartphones that eventually overcame privacy fears. "People got comfortable with smartphones because the value was clear. We need to deliver that same level of value with smart glasses," he said.
For now, the Meta Glasses represent a solid step forward in terms of affordability, fit, and AI capabilities. But as Himel noted, hardware has never been Meta’s problem. The real challenge is earning trust and proving that smart glasses are worth the trade-offs.
Source: The Verge News