Meghan Markle's 'As Ever' Brand Launch Ignites 'Cashing In' Debate

Background

After stepping back as senior royals in 2020, Meghan Markle and Prince Harry moved to California, aiming for financial independence. Meghan, a former actress with a previous lifestyle blog ('The Tig'), has now launched 'As Ever'. The brand was initially teased as 'American Riviera Orchard' before being renamed.

Launch Success & Criticism

The immediate sell-out success, particularly the $28 honey vanishing in minutes, confirms Meghan's strong commercial pull. However, this success has drawn sharp criticism. Commentators like Duncan Larcombe, Helena Chard, and Hilary Fordwich have voiced concerns, calling it a 'cash grab,' potentially 'inauthentic,' and 'out of touch' with average consumers. They argue she is leveraging her royal status, fame, and even family (citing the naming of a dessert 'Chantilly Lili' after her daughter) for profit. Larcombe noted this aligns with fears held by the British royal family. Her popularity is reportedly lower in the U.K., potentially impacting long-term brand success there.

Meghan's Position & Royal Comparisons

Meghan has stated, 'I need to work, and I love to work,' framing the venture as a way to connect her home and work life. The brand ties into the Sussexes' Netflix deal, which reportedly ends this year after previous documentary projects saw limited success. Interestingly, commercial ventures are not entirely new territory for royals. Buckingham Palace sells products like honey (£10.35 / ~$13.09) and preserves (£7.25 / ~$9.17), while King Charles' Highgrove estate offers honey (£27 / ~$34) and marmalade (£7.95 / ~$10). Supporters, like Ian Pelham Turner, point to these examples, suggesting Meghan is following a form of royal tradition and deserves respect for building a life after facing significant challenges.

Looking Ahead

While the initial launch was successful, the long-term viability and reception, especially beyond her core fanbase, remain to be seen. The brand's connection to her Netflix show and future product lines will be key factors.

What is Meghan Markle's new brand?

It's called 'As Ever,' a lifestyle brand that launched initially with gourmet food items like jam, honey, tea, and sprinkles.

How successful was the 'As Ever' launch?

Extremely successful initially. Products sold out very quickly, with some items like the $28 wildflower honey reportedly selling out in less than five minutes.

Why is the 'As Ever' brand controversial?

The main point of contention is whether Meghan Markle is inappropriately using her royal status and fame, gained through her marriage into the royal family, for commercial profit after stepping back from official duties. Critics call it 'cashing in,' while supporters argue she has the right to earn a living and point to other royals' commercial activities.

Do you think it's fair for former royals like Meghan Markle to launch commercial brands leveraging their public profile? Let us know your thoughts in the comments!

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