Meghan Markle Silences Critics After As Ever Sells Out in an Hour

Meghan Markle just dropped her first lifestyle collection — and it’s already sold out.

After months of anticipation, the Duchess of Sussex’s lifestyle venture As Ever officially launched on Wednesday. The brand’s entire collection sold out within an hour of it dropping online.

As Ever’s triumphant launch follows the successful debut of the duchess’ Netflix series “With Love, Meghan,” which was a hit with viewers despite widespread criticism from the media and some fans who called the show boring and out of touch.

Despite that, Meghan is proving her bet on her lifestyle career was worth taking.

Entering the lifestyle space

Both “With Love, Meghan” and As Ever were met with plenty of criticism. Outlets published dozens of negative articles about the series when it was released, lamenting its lack of relatability for the average viewer and criticizing Meghan’s hosting tips as unnecessary.

However, that criticism seemed detached from the show’s successful reality. “With Love, Meghan” hit Netflix’s top 10 list the week it premiered and amassed over 2.6 million views, according to The New York Times. Netflix also already announced that season two of the show will premiere in the fall of 2025.

As Ever is on a similar path. When it was first announced, naysayers questioned Meghan’s product line, saying items like flower petal sprinkles were gratuitous or assuming she would overcharge for her products. Others questioned whether Meghan had a clear vision for the brand since she changed its name from American Riviera Orchard to As Ever, despite the swap being largely due to a trademark issue.

Lo and behold, it seems the Duchess of Sussex — and Netflix, her business partner in the brand — did have a clear vision for As Ever. As Ever blends the type of California luxury you might associate with Gwyneth Paltrow’s Goop or Martha Stewart with royal elegance, creating a glossy feel that clearly appeals to buyers.

Stacy Jones, the founder and CEO of Hollywood Branded, told Business Insider Meghan and Netflix are creating a brand that seemingly reflects the duchess herself.

“She’s not an A-list actress. She’s an A-list personality,” Jones said.

“She’s really pushed herself back into that influencer side of it versus that celebrity side of it where her brand requires content to be created around her, either by her or by someone else,” she added. “That’s what Netflix is doing.”

A sold-out collection

As Ever’s first collection featured items that cost $12 to $15 — aside from a $28 limited-edition honey — and they sold out within an hour of its launch. The honey was gone in just five minutes.

Thanks to standard shipping, it will be a few days before people get to try the products they ordered. And although it’s unclear how much merchandise was available to begin with, the launch itself was a win for Meghan.

Jones said the gap between the vocal criticism of Meghan’s lifestyle ventures and their real-life success isn’t surprising.

“People like to be able to complain and be really, really loud about that,” she said. “The haters are gonna hate, but she has a fan base.”

Meghan has meticulously built up her base over the past decade. Many of them started out as fans of her blog, The Tig, which she ran from 2014 to 2017. They loved her recipes and hosting tips before she ever knew Prince Harry.

“She had a consumer base who are probably still fans of hers,” Jones said. “There’s not been a big step away from where she was before, back in the days of actresshood and ‘Suits,’ but she’s bringing in a new level of branding.”

Jones also said that Meghan’s fan base has proved fiercely loyal, sticking with her through her royal controversies. That makes them a huge asset for the duchess, which she seems aware of. As she shared on Instagram, Meghan reconnected with her “OG Tig girls” ahead of As Ever’s launch.

Meghan is finding a sweet spot in the lifestyle world because it blends her passions and the glamour of royal life. She’s finding a way to share that with the world, and the proof is in the pudding (or rather, the jam).