Meta Platforms has quietly constructed up a notably profitable good glasses enterprise. Now the query is whether or not the social-media firm can take the product mainstream earlier than rivals catch up.
Meta’s Ray-Ban and Oakley good glasses look to be taking off. Greater than seven million pairs have been bought in 2025, in keeping with its eyewear manufacturing companion EssilorLuxottica. Which means gross sales greater than tripled from the 2 million pairs bought throughout 2023 and 2024.
Demand for the most recent mannequin has been so robust within the U.S. that the businesses stated in January they must pause a rollout in different nations.
The product is dominant in a rising sector. Meta had a 73% share of world good glasses gross sales within the first half of 2025 in keeping with Counterpoint Analysis, which expects the market to develop at a compound annual progress price of greater than 60% via to 2029.
These are spectacular figures however Meta wants extra. Income from the Actuality Labs phase which homes its good glasses operations got here to $2.21 billion in 2025, up from $2.15 billion in 2024. That’s not the type of progress that makes an influence for a corporation producing greater than $200 billion in annual income, though the corporate doesn’t break down how a lot of its Actuality Labs earnings was generated from good glasses versus different merchandise.
In the meantime Actuality Labs’ working losses got here to $19.19 billion final yr and Meta expects an analogous loss from the division this yr. Whereas that represents plenty of completely different initiatives, there’s strain for the division to start out paying its manner.
Sensible glasses are the large hope to stem these losses. Meta and EssilorLuxottica are taking a look at doubling good glasses manufacturing capability to round 20 million this yr, and even tripling it to 30 million if demand warrants, Bloomberg reported, citing individuals acquainted with the matter. Meta didn’t reply to a request for remark from Barron’s.
These could be big numbers. IDC estimates that gross sales of extended-reality units—which incorporates good glasses and headsets—got here to 14.5 million items in whole in 2025. The analysis agency forecasts round 16 million pairs of good glasses will likely be bought in 2026 in whole, rising to round 23 million in 2027.
So Meta is aiming to each proceed to dominate the good glasses market and develop at properly above the market price. And it’ll have to take action whereas dealing with rising competitors. Alphabet’s Google just lately confirmed that it’s going to re-enter the market this yr. The search firm is working with style home Kering and eyewear firm Warby Parker to develop its personal AI-powered glasses.
In the meantime, Snapchat-parent Snap introduced on Jan. 28 that it was establishing a subsidiary known as Specs Inc., that will likely be accountable for its personal augmented-reality eyewear. Whereas Snap has already launched a number of variations of the {hardware}, the transfer opens up the potential for exterior buyers and progress as a definite model.
Different notable challengers come from China. Alibaba launched its personal good glasses final yr, as did Xiaomi, whereas there are a number of smaller start-ups internationally.
Meta has its eyes set on the prize however it can face a battle to maintain the highest spot.
Write to Adam Clark at adam.clark@barrons.com