April 5, 2025 – Meghan Markle’s newly launched lifestyle brand As Ever is already making waves, with its rapid success in the culinary space and bold plans for expansion.
Officially debuting on April 2, the Duchess of Sussex introduced a collection of carefully curated items including fruit spreads, honey, floral sprinkles, teas, and other gourmet offerings. In an impressive show of popularity, the products sold out within just one hour of launch.
While As Ever started with culinary treats, it is now poised to branch out into a wider range of lifestyle goods. According to People Magazine, Meghan plans to unveil new products seasonally, aiming to expand the brand into the hospitality and home categories. This next phase signals her ambition to turn As Ever into a full-fledged lifestyle empire.
In a candid interview with Inc., Meghan expressed her hope that the brand resonates on a personal level with consumers. “I hope that people see that reflected in whatever it is that I’m creating and putting out there. It’s just an extension of me,” she said, emphasizing the personal connection she feels to her creative ventures.
As Ever was launched in collaboration with Netflix’s Consumer Products Group (CPG), marking a strategic move for both Meghan and the streaming giant. Netflix CEO Ted Sarandos explained, “We’re a passive partner in Meghan’s company, and it’s a big discovery model for us right now.” The collaboration leverages Netflix’s vast reach and merchandising experience, while supporting Meghan’s vision for a unique and authentic lifestyle brand.
Reflecting on the evolution of As Ever, Meghan shared that she had originally been working on a different business plan before crossing paths with Josh Simon, Netflix’s Vice President of Consumer Products. “The reach from Netflix, coupled with my vision for the brand, felt like it was going to be a really perfect match,” she explained.
She also praised Netflix’s expertise in licensing and brand development, citing successful examples like Bridgerton. According to Meghan, their understanding of how to turn content into compelling products made them an ideal partner.
As anticipation builds for the next seasonal launch, fans and followers alike are eager to see how Meghan continues to shape As Ever into a brand that reflects her personal ethos and creative style.