Move over, Google Glass.
Snapchat’s recent hires hint that the unicorn’s next move may be into hardware.
According to tech website CNET, the company—which is currently valued at $16 billion—has recently hired a number of wearable tech and eyewear experts. These include: Mark Dixon, a former Microsoft msft recruiter for the HoloLens headset; Eitan Pilipski, who spent five years on Qualcomm’s Vuforia team (which makes augmented reality-related software); and Lauryn Morris, an eyewear designer who created frames for Michael Kors and Zac Posen.
The move into hardware is a surprising one given that Snapchat’s current—and pretty much only—product is an app that’s based on the concept of ephemerality: Users send photos to each other that disappear in a matter of seconds.
As angel investor Gary Vaynerchuk said to Bloomberg, “The vast majority of people reading this article will have a Snapchat account within 36 months.”
Perhaps that’s what Snapchat’s advantage above the dorky Google Glass is: It’s cool.
Snapchat did not respond to Fortune’s request for comment.