Meghan Markle’s lifestyle brand, As Ever, is facing mounting scrutiny as critics question both its identity and long-term direction. Since its launch, the brand has been noted for offering a wide range of products—from jams and candles to wine and chocolates—but experts argue that the collection lacks a cohesive message.
Commentators say that despite months of marketing, the purpose of the brand remains unclear. Daily Mail columnist Jan Moir described many of As Ever’s offerings as “relatively cheap to produce,” likening them to items typically found in tourist gift shops. This has sparked debate about whether the label can truly be considered a luxury brand.
Moir also drew comparisons with King Charles’ royal merchandise, including estate-produced honey and keepsakes, suggesting that even nine months post-launch, it’s “difficult to grasp the brand’s identity, purpose, or even its future.” Critics note that the mix of products—ranging from jams, marmalades, teabags, and candles to honey, chocolates, pancake mixes, wines, and flower sprinkles—fails to present a clear or cohesive image.
The brand’s marketing, including statements that “more is coming soon,” has been met with skepticism. Observers argue that the promise of upcoming products reads more like a vague warning than a strategic roadmap. While some products, such as Meghan’s Californian rosé released in July, reportedly sold out, details about the actual number of units sold remain unclear, adding to questions around transparency.
This ongoing uncertainty has fueled discussions about the authenticity of As Ever as a luxury brand and its overall strategy in the celebrity lifestyle market. Critics continue to watch whether the brand can define a clear identity and justify its place among high-end lifestyle labels.
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