META CUTS THE RAY-BAN LOGO, DROPS THE PRICE, AND LAUNCHES ITS OWN LINE OF AI GLASSES Meta has launched its own branded smart glasses starting at $299 — cheaper than the Ray-Ban models and carrying 26 styles across three frames, including a line designed in partnership with Kylie Jenner. This matters because it signals a shift in Meta’s wearables strategy. The Ray-Ban partnership was always a licensing arrangement built on borrowed credibility. By launching under its own name, Meta is betting that its AI assistant has become the brand — not the frame around it. The glasses are still made with EssilorLuxottica handling lenses and manufacturing, but the Meta Glasses branding is entirely their own. The features are legitimately useful. Live translation now supports 14 additional languages including Hindi, Mandarin, Japanese, and Korean. The AI assistant handles questions, environmental awareness, reminders, and calls. Battery life hits more than 8 hours on a single charge, with the case providing up to 40 more — which puts it well ahead of what most competitors in the category offer. Starting at $299 against Ray-Ban’s $379 entry point is an aggressive positioning. Meta is not trying to be a luxury brand here. It is trying to be the product everyone buys because it actually works at a price that does not require a debate with yourself. The smart glasses market has been waiting for a credible mass-market option. Meta thinks it has built one. Keywords: Meta Glasses launch, Meta AI smart glasses, wearable AI, Meta EssilorLuxottica