Hubble is the first direct-to-consumer contact lens brand dedicated to making high-quality, affordable lenses

The subscription-service model has come a long way since the early days of snack boxes. The latest example is Hubble, a brand that wants to change the way we shop for contact lenses, the same way Warby Parker changed how we buy prescription glasses. Co-founded by Ben Cogan and Jesse Horwitz, Hubble is aiming to make daily disposable lenses the norm, which are deemed the healthiest option by eye health professionals, even though less than one-third of the contact lens population wears them.

The service uses the same direct-to-consumer model that has been applied to razors, beauty products, tampons and mattresses, and promises FDA-approved daily contact lenses for $30 a month or $264 a year, delivered to your door.

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