Meta announced three new AI smart-glasses designs on Tuesday with a starting price of $299 [1].

The move represents a strategic shift for the company as it moves away from its partnership with Ray-Ban to establish its own hardware identity. By lowering the entry price and diversifying styles, Meta aims to capture a broader consumer market and establish a dominant footprint in wearable AI before competitors can react.

The new lineup consists of three distinct models [3]. Among these is a design inspired by Kylie Jenner, intended to broaden the product's appeal through celebrity influence. The other designs include the Fury, Adventurer, and Starfire models.

Meta unveiled the hardware during a hands-on preview event in New York City. The glasses are positioned as a brand-neutral alternative to existing smart-wearables, focusing on the integration of Meta AI into a more accessible form factor.

Pricing for the new devices starts at $299 in the U.S. [1] and £269 in the U.K. [2]. The company intends to release the glasses for the summer 2026 season [4].

By removing the Ray-Ban branding, Meta now has full control over the aesthetic and pricing of its wearable tech. This allows the company to experiment with a wider range of styles, from the celebrity-driven Jenner model to the more rugged Adventurer, without the constraints of a third-party fashion partner.

“Meta announced three new AI smart-glasses designs on Tuesday with a starting price of $299.”

Meta's decision to launch a proprietary brand of smart glasses suggests a pivot toward vertical integration of its hardware and AI ecosystem. By reducing the price point and leveraging celebrity partnerships independently, Meta is attempting to transition smart glasses from a niche fashion accessory into a mass-market AI interface. This aggressive pricing and branding strategy is likely designed to preempt other tech giants from capturing the 'AI-on-the-face' market share.