Snapchat’s Bold Leap: Establishing ‘Specs Inc.’ to Revolutionize Smart Glasses
Snapchat, a pioneer in augmented reality (AR) and innovative social media experiences, has announced the formation of a new subsidiary, Specs Inc., dedicated exclusively to the development and advancement of smart glasses technology. This strategic move underscores Snapchat’s commitment to integrating digital experiences seamlessly into the physical world.
A Decade of Innovation in Smart Eyewear
Snapchat’s journey into smart eyewear began in 2016 with the launch of Spectacles, a product designed to capture point-of-view photos and videos for social sharing. Over the years, the company has continually refined this concept, introducing augmented reality (AR) capabilities to enhance user interaction with their surroundings.
In 2024, Snapchat unveiled a new AR glasses model that, while not exactly stylish, did a lot to build on the world around you. This iteration aimed to overlay digital information onto the real world, offering users an immersive experience that blended virtual elements with their physical environment.
Introducing ‘Specs Inc.’: A Dedicated Focus on Smart Glasses
The establishment of Specs Inc. marks a significant milestone in Snapchat’s smart glasses initiative. By creating a wholly-owned subsidiary, Snapchat aims to achieve greater operational focus and alignment, enabling new partnerships and capital flexibility, including the potential for minority investment. This structure allows for the growth of a distinct brand and supports clearer valuation of the business as it works towards the public launch of Specs later this year.
Snapchat’s vision for Specs Inc. is to make computing more human by building a new type of eyewear called Specs that integrate digital experiences with the real world. Unlike traditional screens that separate users from their surroundings, Specs smart glasses feature see-through lenses that add digital objects to the world in three dimensions, enabling natural controls with hands and voice.
The Competitive Landscape of Smart Glasses
Snapchat’s intensified focus on smart glasses comes at a time when the market is witnessing increased activity from major tech players. Meta, for instance, has been expanding its smart eyewear portfolio through collaborations with renowned brands. In March 2025, Meta introduced a limited edition of its Ray-Ban smart glasses featuring a sleek translucent design, developed in partnership with Coperni. This release highlighted the fusion of fashion and technology, appealing to style-conscious consumers.
Further solidifying its commitment, Meta launched the Ray-Ban Display glasses in September 2025, priced at $799. These glasses incorporated a built-in display, allowing users to interact with Meta AI, view camera feeds, control music, and manage messages. Notably, these devices were made available exclusively through select physical retail stores, emphasizing a hands-on consumer experience.
In September 2024, Meta extended its partnership with EssilorLuxottica, the parent company of Ray-Ban, through a long-term agreement to develop multi-generational smart eyewear products. This collaboration aims to push the boundaries of wearable technology, integrating advanced features into stylish eyewear.
Emerging Players and Innovations
The smart glasses arena is not limited to industry giants. Companies like Solos have introduced products such as the AirGo Vision smart glasses, which integrate with AI frameworks like Google’s Gemini and OpenAI’s GPT-4o. These glasses offer real-time information based on visual input, recognizing objects and providing navigation assistance, thereby enhancing user convenience and accessibility.
Even Realities has also made strides with its G2 smart glasses, featuring a spatial display and an R1 controller ring. This design focuses on delivering a multi-layered visual experience without incorporating cameras or speakers, catering to users seeking a minimalist yet functional device.
The Road Ahead for ‘Specs Inc.’
As Specs Inc. gears up for the public launch of its smart glasses later this year, the subsidiary is poised to contribute significantly to the evolving landscape of wearable technology. By focusing on integrating digital experiences with the real world through innovative eyewear, Snapchat aims to redefine how users interact with their environment.
The formation of Specs Inc. not only reflects Snapchat’s dedication to innovation but also positions the company as a formidable contender in the competitive smart glasses market. As the industry continues to evolve, consumers can anticipate a range of options that blend technology with everyday wear, enhancing both functionality and style.
