Meghan Markle’s “As Ever” Brand Faces Disaster: Unprecedented Sales Failures, Staff Turnover, and $4.3 Million in Unsold Inventory

The much-anticipated rise of Meghan Markle’s lifestyle brand, “As Ever,” has hit an unexpected snag, and the details are nothing short of devastating. What was once positioned as a fresh, exciting venture combining Meghan’s advocacy for organic living, luxury products, and charity, has turned into a crisis of credibility and commercial failure. Meghan’s brand, which launched with considerable fanfare in early 2025, is now in a state of turmoil, with disastrous sales, unsold inventory, and significant staff turnover threatening the future of the operation.

The trouble began with a website glitch that exposed the unsold stock of “As Ever” products—luxury jams, candles, sparkling wine, and home décor items—that had been presented as selling out in record time. The reality, as exposed by a Reddit user testing the website’s inventory system, told a far different story. Rather than a “sell-out” success, as Meghan’s PR team had promoted, it turned out that over 864,000 units of product remained unsold, totaling over $4.3 million in inventory that no one had purchased.

The timing could not be worse. In March 2026, Netflix, which had been a key partner in the distribution of “As Ever” products through their lifestyle shows, made the decision to withdraw its investment. The platform’s backing was supposed to ensure a steady consumer base and consistent exposure, but instead, it was pulled after the second season of the lifestyle show “Love Meghan” failed to maintain its viewership. As a result, “As Ever” has lost not only its distribution channel but also its main financial backer.

What followed was a series of resignations within Meghan’s team, with her 11th publicist in five years departing and the financial records for the Archwell Foundation revealing a significant deficit of $2.5 million. The lack of clarity around the sales figures for “As Ever” combined with these financial issues has left the brand at a crossroads, with questions surrounding its long-term viability. Meghan and her team now find themselves in a precarious situation, where they must either restructure their operation or face the collapse of a business built on the fragile foundation of celebrity and luxury marketing.

The Glitch That Exposed It All: What the Numbers Really Say

The website glitch that triggered this cascade of revelations wasn’t just an accident—it was a glaring sign of deeper problems within the “As Ever” brand. When a Reddit user tested the website by adding products to the cart in bulk, they discovered something the brand had been trying to hide: over 864,000 unsold units, including 220,000 jars of jam, 90,000 candles, 70,000 bottles of wine, and 30,000 jars of honey. The glitch revealed that the sales numbers presented to the public were not accurate and that demand for the brand was not as overwhelming as initially claimed.

For a company built on the allure of exclusivity and high-end luxury, this was a catastrophic failure. “As Ever” had been marketed as a brand that sold out in minutes, with Meghan posting about the quick sell-outs on Instagram in real-time. The brand’s PR narrative emphasized overwhelming consumer demand, suggesting that the products were flying off the shelves. However, the glitch exposed the truth: the brand had failed to sell the vast majority of its products.

The unsold inventory revealed the fundamental issue with Meghan’s business model. The luxury goods market is one where demand must be carefully cultivated, and customer loyalty is built over time. While Meghan’s name and title initially drew attention, the products themselves lacked the intrinsic value or identity to generate sustained consumer interest. In contrast to other luxury lifestyle brands like Goop, which built its credibility over time through a combination of quality products and a clear brand identity, “As Ever” struggled to define what it stood for beyond Meghan’s personal image.

The glitch led to widespread media coverage, with royal commentary platforms quickly picking up on the discrepancy. As the screenshots and data were shared across social media, the brand’s reputation took a massive hit. For Meghan and her team, the damage was already done. The narrative of overwhelming success was exposed as a fabrication, and the public was left to question whether “As Ever” was a genuine business venture or just another celebrity-driven project designed to profit from royal fame.

The Netflix Exit: The Loss of a Major Distribution Partner

The financial troubles continued to mount as Netflix, the streaming giant, announced its exit from the partnership with “As Ever” in March 2026. The streaming platform had been integral to the success of Meghan’s brand, using its vast global reach to promote “As Ever” products through the lifestyle show “Love Meghan.” However, despite the initial promise of partnership, the show’s second season failed to live up to expectations, with viewership numbers declining sharply.

The cancellation of the show was a major blow to Meghan’s brand, as it had been designed not only to promote her products but also to build a lifestyle around her public persona. The show had served as a key driver of brand awareness, attracting millions of viewers and, ostensibly, converting that attention into sales. However, with the show’s cancellation, the marketing engine that had been fueling “As Ever” ground to a halt.

According to sources close to the deal, Netflix was initially enthusiastic about the partnership but became increasingly concerned as the numbers failed to match the projections. “As Ever” was supposed to be a symbiotic relationship, with the show driving consumer interest in the products and vice versa. However, as the viewership for the show dwindled and the sales figures for “As Ever” failed to meet expectations, Netflix pulled the plug on the deal, effectively cutting off the financial backing that had supported Meghan’s operation.

This marked a significant shift for Meghan, who had hoped that her brand could operate independently of the royal family’s support but still benefit from the immense influence her royal status provided. With Netflix withdrawing, “As Ever” was left without a major distribution partner. This forced Meghan to confront the reality that her brand had failed to develop the kind of lasting consumer loyalty needed to sustain long-term success.

Staff Turnover: A Broken Team

Adding to the brand’s woes is the high turnover rate within Meghan’s team. In five years, Meghan has gone through 11 publicists—an astonishingly high number in the world of celebrity PR. Publicists are essential in shaping a celebrity’s public image and managing their interactions with the media. For a brand like “As Ever,” the role of a publicist is even more crucial, as it helps maintain the narrative of success and exclusivity that is needed to justify the brand’s premium prices.

However, the constant turnover has left the brand’s public relations efforts in disarray. According to sources close to the situation, the staff turnover is indicative of a deeper issue: a lack of clear direction and consistency within the operation. Each new publicist had to spend months learning about the brand and Meghan’s preferences, only to be replaced before they could make a lasting impact. This constant reshuffling of the communications team prevented the brand from building a strong, coherent narrative, which is essential for success in the competitive luxury market.

The most recent departure was Meghan’s longest-serving executive, who had been with the Sussexes since they left royal duties. This resignation came shortly after the Netflix exit, marking another blow to the brand. Staffers have reportedly cited burnout and frustration as key reasons for their departures, with one former employee stating that working with Meghan was akin to “surviving” rather than thriving.

The Archwell Foundation: Financial Deficits and IRS Scrutiny

Meanwhile, the Archwell Foundation, the Sussexes’ philanthropic arm, has also come under scrutiny. Despite raising millions in donations following the Oprah Winfrey interview in 2021, the foundation has been struggling with financial difficulties. In 2024, Archwell reported a deficit of $2.5 million, with revenues totaling $2.1 million against expenses of $5.1 million.

The foundation’s financial woes have only deepened as Meghan’s brand falters. With the IRS now conducting an examination of Archwell’s tax filings, questions are being raised about how the foundation allocates its funds. Critics have pointed out that a significant portion of the foundation’s expenses goes toward operational costs, including staff salaries and overhead, rather than charitable activities. This has raised concerns about whether the foundation is fulfilling its mission of social good or merely serving as a vehicle for the Sussexes’ personal brand.

Despite these challenges, the Sussexes have continued to maintain a glossy public image, with Meghan posting about her charitable endeavors and Harry speaking out on issues of mental health and social justice. However, the growing financial instability within their operations suggests that their personal brand and charitable work are not enough to sustain their public-facing empire. Without a solid financial foundation, it remains to be seen how the Sussexes will navigate this next chapter of their post-royal lives.

Conclusion: The Future of the Sussex Brand

As of early 2026, the future of Meghan Markle’s “As Ever” brand is uncertain. Despite initial hype, the brand has faced significant setbacks, including unsold inventory, a withdrawn Netflix deal, and a high turnover rate among staff. The financial issues surrounding the Archwell Foundation and the commercial struggles of “As Ever” point to a larger issue: Meghan’s post-royal empire is struggling to find its footing without the backing of the royal family or a stable distribution system.

While Meghan and Harry may continue to pursue independent ventures, the reality of running a commercial brand without the royal aura or Netflix’s infrastructure will be a daunting challenge. The question now is whether Meghan can pivot and rebuild her brand in a way that resonates with consumers or whether the Sussexes will ultimately fade from the public eye, victims of their own commercial ambitions.

The next year will be pivotal for the Sussex operation, with Meghan’s brand, the Archwell Foundation, and their personal legacy all hanging in the balance. Will they be able to recover, or will the gaps between their public image and their financial realities be too large to overcome? Only time will tell.