Overview

• The brand restocked popular items on June 20—including an apricot spread and limited-edition orange blossom honey—that sold out within minutes.
• On June 23, a behind-the-scenes Instagram video for As Ever featured Princess Lilibet, highlighting Markle’s inclusion of family in promotional content.
• A small promotional misstep—a black mouse cursor visible on a June 22 Instagram thank-you note—drew fan attention but did not dent sales momentum.
• Markle has said she wants to move away from the “scarcity mentality” common in luxury branding, aiming for products to remain accessible rather than limited to occasional drops.
• Following its April debut, As Ever will expand into the beverage market with a 2023 Napa Valley rosé wine launching on July 1.