Meghan Markle has been in the process of launching her own lifestyle brand for a while. At first, her brand was called American Riviera Orchard but eventually rebranded to As Ever. The brand sells home goods, including jams, honey, various cake mixes, and herbal drinks.
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On 2 April 2025, the Duchess of Sussex launched her first batch of products. As with anything Meghan does, it has been thoroughly analysed and scrutinised by the media. As a result, some have accused the mum-of-two of using a ‘common’ marketing tactic to get her products to sell out.
Meghan Markle’s brand sells out like hot cakes
As mentioned above, Meghan Markle finally launched her first batch of products for her lifestyle brand, As Ever, which she teased in 2024. All eight products seem to have sold out extremely quickly after the launch. Meghan Markle shared that they sold out in 'less than an hour'.
The products included: Raspberry Spread, Herbal Lemon Ginger Tea, Herbal Peppermint Tea, Herbal Hibiscus Tea, Flower Sprinkles, Crêpe Mix, Shortbread Cookie Mix with Flower Sprinkles, and Limited-Edition Wildflower Honey with Honeycomb.
Per the post made by the Duchess of Sussex on Instagram at the time of the launch, the products are in ‘limited quantities for each seasonal drop’.
As reported by the Daily Mail, the products are on the more expensive side, with the honey retailing for $28 (£21.60) and the jam selling for $14 (£10.80).
A few days before the launch, Meghan wrote in her newsletter for the company that As Ever is more of a ‘love language’ than a brand. She also added that the products she offers were inspired by the way she shows ‘care to the people in her life’.
Per Hola! USA, Meghan wrote:
I always knew that I wanted to turn these ideas into something real, and to make beautiful items that spark connection and celebrate quiet, meaningful moments. Maybe mimic the magic of Montecito in a way you can recreate at home.
Shortly after all of the items sold out, Meghan took to her Instagram to thank her followers for supporting her business:
Our shelves may be empty, but my heart is full! We sold out in less than one hour and I can’t thank you enough…for celebrating, purchasing, sharing, and believing. It’s just the start @aseverofficial 🎉 Here we go!
Meghan Markle’s marketing tactic analysed by the media
Like many aspects of Meghan’s life, the media has analysed and scrutinised her brand. The latest focus is naturally the launch of her first batch of products for her lifestyle brand.
A ‘well-placed’ source told The Telegraph that the former Suits actress used a ‘common marketing ploy’ to generate sales. Indeed, the products were in limited quantities – confirmed by Meghan on her Instagram post – and per the source, items were quickly marked as ‘sold out’ to create interest.
So far, the Duchess has not announced what or when the next launch will be, but per her website, if you subscribe to her newsletter, you’ll be ‘the first to know about restocks and future collections’.
Read more:
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Sources used:
Daily Mail: ‘Meghan is accused of using marketing ploy so As Ever range sells out minutes after going live including $15 flower sprinkles and $28 honey’
Hola! USA: ‘Meghan Markle’s As ever collection sells out in under an hour—will there be more products?’
The Telegraph: ‘Meghan’s As Ever range sells out in 30 minutes... even the £21.60 jars of honey’
