Meta Debuts Kylie Jenner Smart Glasses Under New In-House Brand

Meta has taken another step toward realising its ambitions around smart eyewear with the launch of the Meta Starfire Kylie Edition, a limited-edition pair of AI-powered smart glasses co-designed with entrepreneur Kylie Jenner. The launch is the company’s first smart glasses collection with its own independent brand, breaking away from the Ray-Ban branding that has characterised its wearable devices to date.

The Starfire collection is Meta’s attempt to create its own eyewear identity, with on-trend designs and thinner frames, but the glasses are still made in partnership with eyewear giant EssilorLuxottica.

The move follows Meta’s prior partnerships with Ray-Ban and, more recently, Oakley, as the company aims to make AI-powered glasses a mainstream consumer product, not a niche tech gadget.

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Celebrity Strategy:

Meta has leaned more and more on celebrity partnerships to push adoption of its wearable tech. The Ray-Ban Meta was launched with a celebrity-led campaign, and the Oakley Meta range was promoted in India with cricketer Virat Kohli. Kylie Jenner is the face of Meta’s first in-house branded eyewear collection. The move is part of the company’s strategy to combine fashion, lifestyle and artificial intelligence.

The Meta Starfire Kylie Edition has an ultra-wide 12MP camera that can shoot 3K Ultra HD videos with voice commands and Meta’s conversational AI assistant that can answer questions about the user’s environment and other hands-free tasks.

The standard version sells for $399, and the one with Transitions lenses goes for $479.

The glasses are initially launching in select markets like the United States, Canada, the United Kingdom, France, Germany and Australia. The devices will be available through the Meta Store and retail partners including Best Buy, Amazon and LensCrafters. Availability in Asia, the Middle East or Latin America has not yet been announced.

However, the Starfire collection wears Meta’s trademark on display- unlike the previous smart glasses that had Ray-Ban branding in the spotlight- and is lighter on the tech with slimmer profiles and a more fashion-first approach for consumers who might have found the previous smart glasses too chunky or too techy.

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Privacy Concerns:

However, the launch has reignited concerns around privacy. The glasses’ more discreet design has raised questions in social media debates on platforms such as Reddit and X about whether they might facilitate covert recording, reopening debates about surveillance and responsible use of wearable AI technology.

The launch underscores Meta’s broader strategy to integrate artificial intelligence into everyday consumer devices and move beyond software into branded hardware aimed at a wider mainstream audience.