Meghan Markle's As Ever sells out in under an hour despite criticism

In late February 2025, Meghan Markle, the Duchess of Sussex, officially launched her new lifestyle brand, As Ever, in the United States. This launch followed her decision to revamp her previous brand, American Riviera Orchard, which she announced earlier in the year. The rebranding was necessary as she wanted to expand her offerings beyond the limitations associated with the original name that was tied to Santa Barbara, California. The newly branded As Ever includes a collection of cooking and crafting products that reflect her interests and skills. Items from the collection included crepe and cookie mixes, specialized flower sprinkles, raspberry jam, honey, and a variety of herbal teas. After the launch, the products, despite their high prices, sold out in less than an hour, indicating strong consumer interest and demand. The limited quantities that were available for sale may have also contributed to the rapid sell-out. The prices drew criticism from some consumers, who remarked that items like the $28 limited-edition honey and the $14 raspberry spread seemed overpriced compared to similar products available at local grocery stores. Users on social media expressed divergent opinions, highlighting the tension between supporters of Markle and her critics, some of whom accused her of using scarcity marketing strategies. Cell reports have noted that this launch coincided with the premiere of her new Netflix show, With Love, Meghan, which further featured her culinary expertise and hosting skills. As Ever became part of a broader project stemming from her and Prince Harry's longstanding partnership with Netflix, which has been valued at around $100 million and has involved several production efforts since 2020. The success of the brand's launch and the simultaneous expansion of the Netflix series suggests a strategic alignment between her entrepreneurial ventures and entertainment projects, aiming to strengthen her public image and marketability in a competitive landscape. Interest in As Ever remains high, which could lead to future product releases in the subsequent seasons. Meghan Markle has expressed excitement about finally being able to showcase her creativity and skills more freely, reinforcing her connection with followers who have appreciated her culinary interests over the years.