Toty

Toty is a direct-to-consumer eyewear label that sells prescription glasses, sunglasses and blue-light lenses for women, men and kids. Frames sit in the mid-range, typically USD $95-$145 including single-vision lenses; upgrades to progressives, high-index or light-responsive tints run $30-$80 more. The company is digital-first—orders are placed only through toty.com—but offers a 7-day home try-on program and free U.S. shipping/returns. The brand’s hook is “designer quality without the designer tax,” achieved by owning the entire supply chain from concept to fulfillment. Every acetate frame is hand-finished in a family-owned factory the founders visited in Shenzhen, and each pair ships with premium anti-scratch, anti-glare and UV coatings at no extra cost. Limited-edition color drops and small-batch collaborations with indie artists keep the catalog fresh and Instagram-friendly. Core shoppers are 20-40-year-old urban professionals who want fashion-forward eyewear on a startup salary. They value transparency—prices and lens options are itemized on the product page—and the ability to test five styles at home before committing. Eco bonuses (recyclable mailers, carbon-neutral outbound shipping) resonate with the same sustainability-minded demographic. Toty competes in the crowded “online optical” space against venture-backed disruptors and legacy retailers expanding into e-commerce. It differentiates with lower entry pricing on complex prescriptions, a lifetime frame warranty, and bilingual customer service that turns around prescription questions within two hours.