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Worse on Purpose

EyeBuyDirect

Low-cost direct-to-consumer prescription eyewear.

Status: Avoid
Founded
2005
Website
eyebuydirect.com
HQ
USA
Ownership type
Conglomerate subsidiary
Parent
EssilorLuxottica

Ownership

Acquired by EssilorLuxottica, despite marketing that positions it as a scrappy alternative.

Why Avoid

Pretends to be outside the Luxottica orbit. Isn't.

Sister brands under EssilorLuxottica

See all 11 sister brands

Read the full investigation

Investigation · April 9, 2026

Your Glasses Got Worse On Purpose

EssilorLuxottica makes your Ray-Bans, sells them through LensCrafters, insures them through EyeMed. Also owns the "independent" brands you thought were alternatives. How one Italian company built a vertical monopoly on your vision.

Read the full investigation

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