Meghan Markle’s Lifestyle Brand “As Ever”: A Rollercoaster of Controversies and Challenges

Introduction

In 2025, Meghan Markle launched her lifestyle brand, As Ever, with high hopes of establishing a successful venture following her departure from royal life. However, the brand’s introduction has been marred by controversies, product issues, and public scrutiny. From wickless candles to misaligned promotional materials, the road to success has been anything but smooth. This article explores the challenges facing Meghan’s brand, the reactions from consumers, and the implications for her future in the lifestyle industry.

The Launch of As Ever: High Hopes and Immediate Criticism

When Meghan Markle unveiled As Ever, the brand was positioned as a fresh start, showcasing her passions for cooking, gardening, and lifestyle products. However, the launch quickly faced backlash due to its name, which coincided with an existing clothing label in New York and New Jersey. This early criticism set the stage for a rocky debut.

Shortly after the launch, social media influencers began to highlight issues with the products, particularly a signature candle that arrived without a wick. Priced at $64, the wickless candle drew ire from customers who felt deceived by the luxury branding. The candle’s inability to serve its basic function became a metaphor for Meghan’s career, as one influencer humorously suggested.

The Wickless Candle Controversy

The wickless candle incident escalated quickly. Influencer Link Lauren, known online as Maga Malfoy, posted an unboxing video that showcased the candle’s design flaws. His commentary on the missing wick resonated with viewers, sparking a broader debate about the quality and pricing of As Ever products.

Critics questioned whether the wickless candle was an isolated error or indicative of deeper problems within the brand. The backlash intensified as customers expressed frustration over the lack of functionality, leading to demands for refunds. For a brand that promised luxury, even a minor mistake could have significant repercussions.

Pricing and Quality Control Issues

The pricing of the wickless candle also raised eyebrows. While the packaging appeared premium, consumers expected more from a product priced at $64. Lauren’s critique that the candle smelled no different from a standard drugstore item further fueled skepticism about the brand’s quality control.

As Ever’s product line expanded to include various items such as jams, herbal teas, and candles, the expectation for consistent quality became paramount. However, the initial failures in product execution led many to question whether the brand could deliver on its luxury promise.

Social Media Backlash and Public Perception

As the wickless candle controversy gained traction, social media users reacted in various ways. Some found humor in the situation, while others were less forgiving, expressing disbelief that a high-profile brand could overlook such a fundamental detail. The conversation around the candle quickly evolved into a larger discussion about As Ever’s overall quality and whether it could compete in the luxury market.

Supporters of Meghan defended her, arguing that isolated defects can occur in any brand. However, critics pointed out that when a celebrity-backed brand carries a premium price tag, expectations are significantly higher, leaving little room for error.

Valentine’s Day Promotion: Misalignment and Criticism

Just weeks after the candle controversy, Meghan faced another wave of backlash during a Valentine’s Day promotion for As Ever. The launch featured a limited edition Sweetheart bundle that included chocolates and fruit spreads. However, critics quickly zoomed in on the promotional images, noting visible misalignment in the text.

Comments flooded in, urging Meghan to hire professional designers to improve the quality of her marketing materials. The criticism intensified as viewers began to question the overall attention to detail within the brand, especially given the already heightened scrutiny following the wickless candle incident.

Rising Prices and Consumer Skepticism

The Valentine’s Day promotion also highlighted a price increase for some products, further fueling consumer skepticism. Meghan’s chocolate bars, which had originally sold for $12, now cost $14, raising questions about the value being offered. The only way to purchase all four chocolate bars together was through a bundle priced at $185, which many found exorbitant.

This price hike, combined with ongoing quality concerns, reinforced the perception that As Ever was drifting further out of reach for average consumers. Observers began to wonder if the brand was genuinely committed to providing high-quality products or simply capitalizing on Meghan’s celebrity status.

Rebranding and Initial Excitement

In early 2025, Meghan rebranded her lifestyle company from American Riviera Orchard to As Ever, aiming for a fresh start. The announcement was met with mixed reactions, particularly after it was revealed that a small clothing company had already been using the name. This overlap raised questions about originality and the ethical implications of a celebrity brand overshadowing smaller operations.

Despite the challenges, the initial excitement surrounding the rebranding suggested that there was still potential for success. However, the subsequent controversies quickly overshadowed any positive momentum.

Inventory Issues and Allegations of Manipulation

As the brand continued to face scrutiny, allegations emerged regarding the authenticity of As Ever’s sellout claims. Meghan had initially touted that the entire collection sold out within 30 minutes of launch, but doubts arose about the accuracy of this statement. Critics suggested that the supposed sellouts were artificially manufactured to create hype rather than reflecting genuine consumer demand.

Reports surfaced indicating that much of the inventory had been gifted to Meghan’s celebrity friends to generate buzz, further complicating the narrative surrounding the brand’s success. This revelation shifted the conversation from a triumphant launch to questions about the integrity of the marketing strategy.

Glitches and Visibility of Inventory

Adding to the confusion, a technical glitch on the As Ever website briefly exposed inventory figures, revealing that large quantities of products remained unsold. Screenshots circulated online, leading critics to argue that the brand was struggling to move inventory despite claims of rapid sales.

Insiders defended the numbers, suggesting that they indicated preparation for expansion rather than failure. They argued that the large quantities were part of a strategy to scale the business rapidly and meet anticipated demand.

The Role of Netflix and Marketing Challenges

As Ever’s association with Netflix added another layer of complexity to the brand’s narrative. Meghan’s lifestyle series, “With Love, Meghan,” was meant to serve as a promotional vehicle for As Ever. However, the show’s lackluster performance raised questions about its effectiveness in driving sales and building brand awareness.

Despite the challenges, Meghan remained optimistic about the future of As Ever. During interviews, she expressed confidence in the brand’s potential for growth and international expansion. However, the juxtaposition of ambitious plans against the backdrop of ongoing controversies created a complicated picture.

Conclusion: A Brand at a Crossroads

As Ever has become a focal point of public conversation, caught between aspirations of luxury and the realities of execution. The combination of product issues, pricing concerns, and marketing missteps has led to a challenging landscape for Meghan Markle’s lifestyle brand.

Whether As Ever can overcome these obstacles and establish itself as a genuine success story remains to be seen. With public perception heavily influenced by social media and celebrity culture, the brand’s future hinges on its ability to deliver quality products and maintain consumer trust.

As Meghan navigates the complexities of building a new brand under intense scrutiny, the world watches closely. The outcome of this venture could redefine her post-royal identity and shape her legacy for years to come.