Meghan and Harry unveil newest venture; backlash blooms
Meghan Markle’s lifestyle brand As Ever launched its first full product range this month, but the rollout has been met with instant online pushback and renewed questions about the couple’s business strategy. The timing of the launch coincides with Meghan and Harry’s extended stay in the UK, where their children began school in September, and critics have quickly linked the two moves as evidence that the couple is attempting to enjoy advantages on both sides of the Atlantic.
Brand rebrand timeline
American Riviera Orchard was announced in 2024 with a single product line of jams and honey. Supply issues and trademark conflicts forced a February 2025 rebrand to As Ever, shifting focus to shelf-stable spreads, candles, and wine. The name change allowed the couple to sidestep legal claims while preserving the same direct-to-consumer model.
Netflix originally partnered on the launch, providing promotional support and distribution deals. By March 2026 the streamer had exited the agreement, leaving Meghan Markle as sole owner. The split removed any studio oversight on pricing and messaging but also removed a major marketing channel ahead of the current product push.
Current offerings include a $64 spiced-apple candle and a $28 jar of apple butter. Early batches sold out within hours of release, and the company has since added a rosé, chocolate bars, and a floral bookmark set scheduled for 2026. Inventory now ships from a U.S. warehouse that remains unaffected by the family’s UK move.
Archewell projects update
Archewell Productions continues to operate out of its Los Angeles offices even as the family settles into the UK. The company’s latest release, the Girl Scouts documentary Cookie Queens, opened in limited theaters after a Sundance premiere and earned roughly $570,000. The figure trailed behind a competing cat-video compilation on several tracking charts.
A scripted polo drama at Netflix remains in early development, while two romance-novel adaptations are listed as in the works. The studio’s overall deal was downgraded to a first-look arrangement last spring, reducing guaranteed output and shifting more financial risk onto the production entity itself.
Meghan Markle cited her own Girl Scout experience as motivation for Cookie Queens, yet the modest box-office return has prompted some royal watchers to question whether public interest in Sussex-branded content has cooled since the couple’s initial Netflix slate.
UK relocation details
Meghan and Harry announced their extended UK stay in August, citing school placements for their children. The family kept its Montecito compound and has not sold any U.S. properties, leaving open the possibility of a future return. House-hunting reports in the Cotswolds have circulated without confirmation of a purchase.
King Charles’s office issued a statement clarifying that the couple holds no working royal status and will not receive public funds. The clarification followed speculation that the move was intended to restore proximity to court circles while preserving U.S. business interests.
Security arrangements remain under review. The couple has argued that private-citizen status does not eliminate safety concerns, yet UK authorities have so far declined to match the level of protection provided during their earlier working-royal period.
Public reaction patterns
Social-media commentary has focused on the optics of selling premium candles to American consumers while the principals reside in Britain. Detractors argue that the brand’s “everyday elegance” messaging clashes with the couple’s relocation, which some view as an attempt to court both markets without committing to either.
Supporters counter that the products are manufactured and warehoused in the United States, preserving jobs and tax contributions. They note that many celebrity founders split time between countries without similar scrutiny, pointing to Gwyneth Paltrow’s similar travel schedule as precedent.
Commentators on morning shows have framed the debate as part of a longer cycle: each new Sussex venture draws a wave of coverage, followed by a period of quiet until the next announcement. The pattern shows no sign of breaking with the current product drop.
Financial structure
As Ever operates as a standalone LLC under Meghan Markle’s name, separate from Archewell’s production arm. Revenue projections have not been released, but early sell-outs suggest the brand could reach seven figures in its first full year if supply constraints are resolved.
Industry analysts note that direct-to-consumer pricing places As Ever in the same tier as Martha Stewart’s home collection, yet without the decades-long brand equity. The comparison has surfaced repeatedly in coverage, sometimes as praise and sometimes as a benchmark the Sussex brand has yet to meet.
Neither the brand nor Archewell Productions receives financial support from the British royal family, a point reiterated in both the King’s statement and the couple’s own filings. The separation underscores their stated goal of building independent income streams after stepping back from official duties in 2020.
Media coverage split
U.S. outlets have emphasized product details and sales velocity, while UK tabloids have concentrated on the relocation’s political implications. The divergence reflects longstanding differences in royal reporting standards and audience expectations on each side of the Atlantic.
Trade publications such as The Hollywood Reporter have tracked Netflix’s exit from As Ever as a business decision rather than a referendum on the couple’s popularity. The coverage frames the streamer’s move as part of a broader recalibration of its unscripted slate.
Opinion columns have asked whether sustained criticism is driven by the couple’s choices or by residual resentment over their 2020 departure. The debate shows little sign of resolution and continues to generate clicks for both legacy and digital outlets.
Market positioning
As Ever markets itself as an extension of Meghan Markle’s former lifestyle blog The Tig, emphasizing small rituals and elevated domesticity. The strategy aligns with a post-pandemic consumer interest in home-centric purchases, a trend documented in multiple retail analyses released this year.
Pop-up events in Los Angeles and New York have drawn invited influencers and local press, yet the brand has so far avoided large-scale retail partnerships. Executives have cited a desire to control presentation and pricing, though some observers argue that exclusivity limits volume.
Future plans include seasonal collections timed to holidays and a possible subscription box. None of these initiatives have been formally announced, but trademark filings suggest the company is preparing for expanded offerings beyond the initial food-and-home category.
Security and privacy concerns
The couple’s UK return has revived questions about protection levels for non-working royals. UK police have indicated that standard diplomatic protocols do not apply, prompting the family to explore private options funded through their own resources.
Privacy remains an issue on both coasts. Paparazzi presence outside their Montecito home has continued during the UK stay, while British press have published unconfirmed reports on potential Cotswolds properties. The couple’s representatives have declined to comment on specific addresses.
Legal teams on both sides of the Atlantic continue to monitor leaks and unauthorized photography. Past lawsuits against photographers have produced mixed results, and no new filings have been announced in connection with the current relocation.
Next steps for the brand
Supply-chain adjustments are underway to prevent future sell-outs, with additional production runs scheduled for the holiday season. The company has also hinted at limited-edition packaging for charitable tie-ins, though specific beneficiaries have not been named.
Archewell Productions is expected to shift focus toward scripted development while As Ever handles consumer-facing growth. The separation of entertainment and lifestyle units allows each team to operate under distinct metrics, reducing the risk that one underperforms and drags down the other.
Observers will watch whether the current backlash fades once products ship consistently or whether it becomes a recurring feature of each new launch. The couple’s ability to maintain dual-market relevance while living abroad will likely be tested again with the next seasonal release.
Forward outlook
Meghan and Harry’s newest venture sits at the intersection of consumer branding and transatlantic logistics, and its reception will hinge on whether audiences accept the premise that a UK-based household can credibly sell American-made lifestyle goods. Early sales data suggest demand exists; sustained approval will depend on consistent delivery and clearer messaging about where the couple intends to plant roots.
