Meta has launched a new line of AI-powered eyewear, dubbed Meta Glasses, as it looks to make the category more accessible with prices starting at $299.

The launch expands Meta’s partnership with Essilor Luxottica, which previously brought smart glasses to market through Ray-Ban and Oakley.

“While our iconic brands continue to be a leading driver of adoption in the market, we see an opportunity to drive access to broader audiences through this company-branded collection,” said Francesco Milleri, chairman and CEO of EssilorLuxottica.

The collection includes 26 styles and colors across three Rx-compatible frame shapes – rectangle, square, and oval – with clear, sun, and transition lens options.

Key features include Meta AI access through a dedicated action button, open-ear speakers for calls and audio playback, and hands-free photo and video capture.

Users will have access to Muse Spark, an AI assistant capable of providing real-time information, recommendations, and task management support.

“Our partnership with Essilor Luxottica is about putting powerful AI into frames people actually want to wear,” Meta CEO Mark Zuckerberg said.

“I believe glasses are going to be a primary way people access personal AI, and with Meta Glasses, we’re making that technology available to more people.”

Meta Glasses are available through Meta.com, Best Buy, Amazon, LensCrafters, and Sunglass Hut in the US, Canada, and select European markets, with additional country launches planned.