Overview

• Meghan Markle's lifestyle brand, 'As Ever,' launched its first collection in the U.S. on March 31, 2025, featuring eight curated products inspired by her personal experiences.
• The product line, including items like raspberry jam, herbal teas, and shortbread, reportedly sold out within 30 minutes, raising questions about potential marketing tactics.
• The brand emphasizes sustainability with repurposable packaging and plans to release seasonal collections inspired by Meghan's 'personal essence.'
• The launch coincides with her Netflix cooking show, 'With Love, Meghan,' which promotes the products and showcases her lifestyle philosophy.
• Melissa Kalimov, an experienced executive, was announced as the brand's COO, signaling ambitions for scaling and future global expansion.