Meghan Markle’s lifestyle brand As Ever is under scrutiny, as experts question its identity and future. Critics say the product lineup—from jams and candles to wine and chocolates—fails to define a cohesive brand message.

Since its launch, As Ever has faced skepticism regarding what the brand actually represents. Commentators point out that despite months of marketing, the purpose and identity of the luxury label remain vague.

Daily Mail columnist Jan Moir noted that much of the brand’s offerings are “relatively cheap to produce” and resemble items typically found in tourist gift shops, raising questions about its positioning in the luxury market.

Comparisons with royal products

Moir also compared As Ever with King Charles’ royal merchandise, such as estate-produced honey and keepsakes. Even nine months post-launch, the columnist argued, it’s “difficult to grasp the brand’s identity, purpose, or even its future.”

The mix of jams, marmalades, teabags, candles, honey, chocolates, pancake mixes, wines, and flower sprinkles has led critics to describe Meghan’s promises of “more coming soon” as sounding “more like a threat than a promise.”

While As Ever initially highlighted that many products sold out quickly, critics say the brand hasn’t provided clear details about actual volumes. For instance, Meghan’s Californian rosé released in July sold out, but it’s unclear whether this meant 200 bottles or 200,000.

This lack of transparency has contributed to ongoing debate about the brand’s authenticity and long-term strategy.