Jeff Berger, Hubble CEO. All photos provided by Hubble.
August 5, 2026
“Hubble today is a very different company than the one we launched nearly 10 years ago,” says Jeff Berger, Hubble CEO. The company launched its Classic 2.0, the next generation of its flagship daily disposable contact lens. Featuring enhancements in comfort, hydration and design, Classic 2.0 reflects the company’s continued investment in improving the everyday wearing experience while maintaining an affordable price point, the press release stated.
Berger shares the evolution. “What started with a single daily disposable lens has evolved into a broader portfolio that includes both hydrogel and silicone hydrogel options, giving eyecare professionals more flexibility to meet the needs and preferences of their patients. Classic 2.0 marks an exciting new chapter for Hubble. I’d encourage eyecare professionals who haven’t evaluated Hubble recently to take a fresh look and see how far the Hubble portfolio has come.”
Classic 2.0 reflects years of customer feedback. “Eyecare professionals have been an important source of feedback as we’ve continued to evolve Hubble. At the same time, we’ve had millions of customers successfully wear our original Classic lens over the years, giving us valuable real-world insight into the wearing experience. Combined with advances in contact lens technology, those perspectives made this the right time to introduce Classic 2.0.”
WHAT’S NEW
Classic 2.0 is made from Hioxifilcon A, a high-water-content hydrogel material. It features thinner lens edges designed to reduce eyelid friction and support all-day hydration. It is a PFAS-free design. The lens is FDA-approved for daily wear and has already been rolled out to approximately 10% of Hubble’s customers ahead of its nationwide launch. Classic 2.0 builds on Hubble’s flagship daily disposable lens. Manufactured by Visco, Classic 2.0 contains 57% water, the press release states. It is designed to help maintain hydration throughout the day, while the updated design is intended to improve comfort during blinking and insertion.
“Developing a successful contact lens requires balancing material science, manufacturing precision, clinical performance, and affordability,” said Brian Levy, OD, former chief medical officer of Bausch + Lomb, and a member of Hubble’s board of directors. “Classic 2.0 reflects improvements in lens design that are meaningful for everyday wear while preserving the accessibility that has been central to Hubble’s mission. It’s encouraging to see continued innovation focused on delivering quality contact lenses at a price point that more consumers can afford.”
PART OF NEW PLATFORM
Classic 2.0 is available through Hubble’s direct-to-consumer subscription program. Customers can access their accounts online where they have full control over their deliveries and can cancel at any time. Hubble also offers free shipping and best-in-class customer service, the press announcement said.
When evaluating a contact lens, I look at factors like material, edge design, fit and overall comfort because they all contribute to the wearing experience,” said contact lens specialist Richard S. Kattouf, OD, DOS. “Classic 2.0 incorporates refinements in several of these areas, resulting in a daily disposable lens that offers a comfortable wearing experience while remaining an affordable option for patients.”
KEY MARKET
Berger adds that the core market for Hubble lenses continues to be “consumers who want a quality daily disposable lens that fits their vision needs at an accessible price point. Cost remains one of the biggest barriers to daily disposable wear and replacing lenses as recommended. By offering both hydrogel and silicone hydrogel options at competitive prices, we’re helping make daily disposable lenses more accessible while giving eyecare professionals more options to meet the individual needs and preferences of their patients.”
The launch of Classic 2.0 coincides with Hubble’s new brand platform, “Affordable Contacts. No Compromises.” The campaign reflects the company’s belief that consumers should not have to choose between quality, affordability, and convenience when purchasing contact lenses.
“Classic 2.0 is the beginning of an exciting new chapter for Hubble,” Berger says. “Building trust with both customers and eyecare professionals is at the center of everything we do, and that means continuing to invest in our products, our customer experience and the overall value we provide. We’re just getting started, and we’re excited to share additional product announcements this fall that build on the momentum of Classic 2.0.”
Classic 2.0 is available here. Eyecare providers can visit the Hubble Doctor Portal to receive complimentary fitting sets of any Hubble contact lenses for their practice.
Richard Kattouf, OD, DOS, is a paid consultant to Hubble. Brian Levy, OD, serves on Hubble’s board of directors and holds an equity interest in the company.
