Meta launches smart glasses without Ray-Ban: three styles, seven colors, and a collaboration with Kylie Jenner

Meta released smart glasses under its own brand — without the Ray-Ban logo and cheaper than its predecessors. The company took its first independent step on the market for wearable AI gadgets.

Three years together, now — apart

When Meta entered the smart glasses market in 2021, it chose a partner with an impeccable reputation — EssilorLuxottica and the Ray-Ban brand. This was a strategically sound move: previous smart glasses either looked like props from a science fiction film or were so absurd-looking that they repelled buyers. Ray-Ban gave the product sophistication and created the illusion that wearing a camera on your bridge of the nose was normal. Three years later, Meta decided it could go it alone. At a press event, journalists tried on several pairs of Meta Glasses in three styles and seven colors. No Ray-Ban logos on the arms. The company no longer shares the brand with EssilorLuxottica.

Kylie Jenner instead of Italian luxury

One of the new styles is a collaboration with Kylie Jenner. Meta repeatedly emphasized this point through its representatives during the presentation. The choice of partner is no accident: Jenner is one of the most recognizable influencers in the world, with an Instagram audience exceeding 400 million followers. This signals a change in strategy. Ray-Ban appealed to those who value proven style and Italian quality. Kylie Jenner appeals to those who follow trends and make purchases based on lifestyle content. Meta wants to capture both segments — and attract a third: those who have been putting off buying smart glasses due to price.

What changed in the new lineup

Complete technical specifications for Meta Glasses have not yet been disclosed, but the key differences from Ray-Ban Meta are already clear:

• Meta's own brand — without Ray-Ban on the frame
• Lower starting price compared to the previous lineup
• Three frame styles instead of two in the previous glasses
• Seven color options
• Exclusive collaboration with Kylie Jenner
• Voice access to Meta AI as a key feature

The functional foundation largely inherits from Ray-Ban Meta: built-in camera for photos and short videos, open speakers, microphones, and integration with an AI assistant. The company is betting on a "hands-free" scenario — you can ask AI a question simply by speaking aloud, without pulling out your phone.

Why this matters for the market

The break with Ray-Ban is not just a branding decision. The partnership with EssilorLuxottica included a licensing component in the price. By producing glasses under its own brand, Meta gains more control over margin and can more flexibly manage the cost for consumers. The strategy resembles the path of wireless earbuds: first a niche product for early adopters, then collaborations with pop culture, then mass shelves. Smart glasses have been stuck on the first stage for several years; Meta, apparently, decided to accelerate the transition to the second.

What this means

Meta is shifting from the strategy of "enter the category through a premium brand" to "capture the market through accessibility and pop culture." Ray-Ban gave the glasses automatic trust — now that trust will have to be earned independently. If the bet on Kylie Jenner and a lower price works, smart glasses may finally stop being a gadget for enthusiasts.

*Meta is recognized as an extremist organization and is banned in the Russian Federation.