Meghan Markle’s brand ‘As Ever’ launched—and within hours, products flew off the virtual shelves

Meghan Markle has officially launched her highly anticipated lifestyle brand, As Ever, and it’s already a runaway success. Within hours of going live on Wednesday, eager shoppers snapped up nearly every product, leaving the site nearly empty.

The Duchess of Sussex took to Instagram to announce the launch, showcasing her products in a sun-drenched tablescape. “We’re live! Come shop the As Ever collection I’ve poured so much love into. So excited to share this with you,” she wrote, warning fans that each seasonal drop comes in limited quantities.

The debut collection featured a mix of culinary and lifestyle essentials, including crepe and cookie mixes, raspberry jam, honey, herbal teas, and floral sprinkles. But by the time fans flocked to the website, most items—including the $15 Flower Sprinkles, $14 Raspberry Spread, and $28 Wildflower Honey with Honeycomb—had already sold out. A $9 version of the raspberry jam remains listed as “coming soon.”

This record-breaking launch comes after months of anticipation following Meghan’s decision to rebrand her business. Originally called American Riviera Orchard, the name was scrapped due to trademark issues in 2024. In a heartfelt Instagram video, Meghan explained the switch to As Ever, saying she wanted a name that wasn’t geographically limiting and reflected her long-standing love for cooking, gardening, and crafting.

“I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment,” she said, reminiscing about her passion for lifestyle content dating back to The Tig, her now-defunct blog.

The brand’s success comes hot on the heels of Meghan’s latest Netflix series, With Love, Meghan, which premiered on 4 March. The show, an intimate look at her life in Montecito, features Meghan sharing hosting and cooking tips alongside A-list guests like Mindy Kaling, and Abigail Spencer, and celebrity chefs Alice Waters and Roy Choi. The series, part of Meghan and Prince Harry’s $100 million Netflix deal, has already been renewed for a second season.

As Ever is selling out at lightning speed, and one thing is clear—Meghan Markle’s brand power is as strong as ever.