Buying glasses has traditionally been a one-off event — you walk into a store, get a pair, and don’t return until your prescription changes or your frames break.

And when that moment comes, there’s a fifty-fifty chance you’ll go back to your old provider — or try someone new.

That makes eyewear a tough business to build loyalty in: every purchase is a reset.

But in recent years, eyewear companies have been rethinking this approach. Inspired by the “subscription economy,” more brands are experimenting with eyewear-as-a-service: models where customers pay monthly (or annually) for access, convenience, or bundled vision care.

These models range from rental plans where users can swap out frames, to “try-before-you-buy” home trials, to consumable contact lens subscriptions.

In this article, we’ll break down how subscription models work for eyewear, the different types of models that exist, and showcase real companies across the globe already offering them

4 reasons why subscriptions make sense for eyewear

Eyewear is a perfect candidate for subscriptions because it combines:

• High upfront cost – Premium frames and lenses can run into hundreds of euros or dollars.
• Recurring needs – Contact lenses, lens replacements, and prescription updates.
• Lifestyle & fashion factors – Many customers see eyewear as a fashion accessory, not just a medical device.
• Service needs – Eye exams, adjustments, and repairs are ongoing.

A subscription smooths these irregular, sometimes costly purchases into a predictable monthly fee, while offering customers flexibility and peace of mind. For brands, it creates recurring revenue and closer customer relationships.

What's the market size and outlook for subscription eyewear

The exact size of the eyewear subscription industry isn’t known — and for good reason. Subscriptions often overlap with broader categories like eyewear retail, contact lenses, or vision care services. What we do know is that subscriptions are becoming a growing fraction of the massive global eyewear market. Here's what Mister Spex shared about their newly launched eyewear-as-a-service pilot: Mister Spex Switch

Around 10% of store revenue is driven by their Mister Spex Switch model with AOV 3x higher than regular purchases. Source

The global eyewear market was valued at around $200 billion in 2024 and is projected to reach over $335 billion by 2030. Within it, e-commerce is expanding even faster — online eyewear sales are expected to climb from $55 billion in 2024 to nearly $97 billion by 2030.

Some categories already show just how powerful subscriptions can be:

Contact lenses — inherently consumable — have become the subscription “native” of the eyewear industry. The global contact lens market was valued at $18.6 billion in 2023 and is projected to exceed $33.8 billion by 2030. A significant share of that growth is tied to recurring delivery models, whether through opticians’ care plans or D2C brands like Hubble.

What’s new is the expansion beyond lenses into frames, services, and full-care memberships.

Retailers like Mister Spex and Apollo are leading the way in Europe with rental programs starting at about €9 per month. Their pilots revealed that subscribers don’t just spread out costs — they spend more overall, choose higher-end lenses and frames, and return more frequently for service. For retailers, that means higher customer lifetime value and steadier cash flow.

Looking ahead, subscription-based eyewear is expected to gain further traction, though it will likely remain one component of a multi-channel strategy. Industry experts predict that flexible access models (rentals, memberships) will expand as younger consumers, accustomed to subscriptions for everything from music to cars, seek the same convenience in eyewear.

The emphasis on sustainability may also play a role – rental services like Endless Eyewear highlight that renting and reusing frames can reduce waste and inventory overproduction.

While still a small slice of the pie, eyewear subscriptions are projected to grow faster than the overall market. We see evidence in how companies like Mister Spex are making it a strategic pillar (noting it opens “new growth opportunities” by appealing to price-sensitive groups with premium products via subscription.

Different types of subscription model for eyewear

Not all subscriptions look the same. Broadly, we can group them into four categories:

• Rental & Swap Subscriptions
  Customers rent glasses for a fixed fee and can swap them regularly for new styles. Great for: fashion-conscious consumers, or anyone who wants multiple looks without multiple purchases.‍
• Try-Before-You-Buy Programs
  Customers receive frames at home to test before committing. Not a recurring fee, but a subscription-style service that reduces friction in online eyewear shopping.‍
• Consumable Lens Subscriptions
  Contact lenses are the textbook subscription product. Customers pay monthly for a fresh supply, often bundled with check-ups and perks.‍
• Comprehensive Memberships / Vision Plans
  These plans bundle glasses, lenses, exams, and services into one predictable subscription, similar to health insurance but managed directly by the retailer.

Key insights for companies considering a subscription model for eyewear

For eyewear brands, subscriptions can look shiny and promising — but success requires more than slapping a monthly fee on glasses. Based on what we see from pioneers, here are the key insights to keep in mind:

• Align the model with your customer base: Before you implement a subscription model, it's crucial to identify what your customers value most — variety, cost savings, convenience, or premium service. Here are a few examples:
  
  • For lens wearers, the pain point is running out of lenses or forgetting to reorder. Here, a simple auto-ship subscription is enough.
  • For glasses, customers want variety, predictable costs, and freedom to swap. A rental or membership model works best.
• Deliver ongoing value: Simply charging monthly for something that was once one-off isn’t enough – the program must feel like a good deal to retain subscribers. This often means bundling extras or VIP perks (free cleanings, priority support, discounts, etc.) to sweeten the pot. Transparency in pricing and flexibility (easy cancellations or pauses) also build trust. Brands should clearly communicate the total savings or benefits per year. When customers perceive continuous value, they are more likely to stay subscribed and even refer others.
• Ensure your operational readiness: Running a subscription program can be operationally complex – managing logistics of swaps/returns, ensuring inventory availability, handling billing and customer service for subscribers, etc. Companies must invest in systems for subscription management (for instance, Mister Spex partnered with circuly for the backend and make it possible for their store staff to offer subscription in store in the most conviennet and intutive way.
• Educate the market: Because subscription eyewear is relatively new, clear communication is essential. Companies need to educate consumers on how the model works and its benefits – e.g. emphasising flexibility (“pause or cancel anytime”) to alleviate fear of commitment, highlighting the safety and hygiene measures for rental glasses, or reminding contact lens subscribers of the health benefits of regular lens replacement.
• Monitor and adapt like any good pilot: Finally, brands should keep an eye on usage patterns and feedback. Subscription models yield rich data – if subscribers aren’t swapping frames as often as expected, maybe the model can be tweaked (e.g., allow two swaps a year instead of one). If many cancel after a few months, find out why – is it pricing, or did their needs change? Continuous improvement and flexibility in the program will be important, especially as competitors enter the space. Also, staying abreast of tech trends (like improvements in virtual try-on, or new shipping solutions) will help brands evolve their subscription offerings so they don’t become stale or obsolete.

Global companies offering eyewear subscriptions

Here’s a look at some companies already running with these models:

The idea of paying for glasses or lenses as a subscription might have sounded odd a few years ago. Today, it’s becoming normal. Contact lenses on auto-delivery, frames you can swap when your style or prescription changes, and memberships that bundle in exams and aftercare — all of these are turning eyewear from a one-off purchase into an ongoing service.

What stands out is that the brands seeing success aren’t just copying the “subscription box” model. They’re designing programs that solve real headaches: cost, convenience, flexibility, and loyalty. And they’re proving that customers are willing to sign up if the offer makes their lives simpler and feels like good value.

So whether you’re a global chain or a local optician, the question is less about if subscriptions will shape the eyewear industry, and more about how you’ll make them work for your customers.