Following an explosive launch that saw Meghan Markle’s As Ever products sell out in minutes, the brand now confronts mounting criticism over a two-month lull in restocking. Industry experts warn that sustaining consumer interest requires fresh engagement or risk the brand fading from the spotlight.
Concerns are mounting regarding Meghan Markle's lifestyle brand, As Ever, particularly about the apparent stagnation in product availability since its successful launch. While the brand debuted on April 2, 2025, with an entire collection that sold out in under an hour, the decision to not restock items for over two months has raised eyebrows among critics and fans alike. This hiatus comes despite a wave of initial enthusiasm, as items like limited-edition wildflower honey sold out within five minutes, igniting high expectations for replenishment.
Mark Borkowski, a notable crisis PR consultant, has expressed scepticism about the brand’s trajectory. He indicated that continuous positive narratives are essential for sustaining customer excitement. "As soon as nothing's happening, people ask questions," he explained, highlighting that the lack of updates can lead to speculation and uncertainty about the brand's future. This lack of engagement could undermine the foundation that was built during the initial launch, where Markle herself conveyed her gratitude on social media, stating, "Our shelves may be empty, but my heart is full!"
The launch itself followed a strategic rebranding from her earlier venture, American Riviera Orchard, and coincided with the premiere of her Netflix series, "With Love, Meghan." The brand offers an array of gourmet products, including herbal teas and baking mixes. Markle's efforts to send curated sample boxes to her A-list acquaintances, and even to members of the British royal family, further illustrate her ambition to secure a foothold in the lifestyle sector.
Despite the initial excitement, market analysts are closely monitoring As Ever’s performance. Borkowski mentioned that while celebrities can often fade from public interest, Markle remains a focal point due to her past decisions and ongoing media presence. Yet, he noted that the prevailing narrative presently revolves more around Prince Harry than his wife. This shift raises questions about Markle's marketing strategy, as maintaining visibility in a competitive landscape can be challenging.
The scrutiny surrounding As Ever is intensified by the upcoming second season of Markle's Netflix series, which is reportedly in production and set to feature prominent guest appearances. Notable names like Chrissy Teigen and Michelin-starred chef José Andrés are slated to join the show, aiming to enhance its appeal. However, the authenticity of the series has been questioned, particularly regarding location settings that do not reflect Markle's actual home life.
In an increasingly crowded lifestyle market, the absence of new products on the As Ever website is not merely an oversight but a pivotal moment that could define the brand’s longevity. As critics and consumers await clarity on the restocking process, analysts urge strategic communications to navigate what could become a PR pitfall. Maintaining engagement and excitement is key to converting initial buzz into sustained success, especially in a world where consumer attention is fleeting. The coming months will be crucial for Markle as she seeks to redefine her brand and reconnect with her audience, amidst whispers of intrigue surrounding her ventures.
Source: Noah Wire Services
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative discusses Meghan Markle's lifestyle brand, As Ever, launched on April 2, 2025. The earliest known publication date of similar content is April 2, 2025, indicating the information is current. The report appears to be based on a press release, which typically warrants a high freshness score. However, the Express article was published on May 23, 2025, over seven days after the brand's launch, suggesting a delay in reporting. Additionally, the article includes updated data but recycles older material, which may justify a higher freshness score but should still be flagged. The narrative has been republished across various outlets, including low-quality sites and clickbait networks, which raises concerns about the originality of the content. Discrepancies in figures, dates, or quotes were not identified.
Quotes check
Score:
7
Notes:
The narrative includes quotes from Mark Borkowski, a crisis PR consultant, and Meghan Markle. The earliest known usage of these quotes is from the Express article dated May 23, 2025. No identical quotes appear in earlier material, suggesting the content may be original. However, the lack of earlier appearances raises questions about the exclusivity of the quotes. Variations in quote wording were not noted.
Source reliability
Score:
6
Notes:
The narrative originates from the Express, a UK-based tabloid known for sensationalist reporting. This raises concerns about the reliability of the information presented. The Express has a history of publishing unverified or misleading content, which further diminishes the trustworthiness of the report. The article does not provide verifiable sources for the claims made, such as direct statements from Meghan Markle or official representatives.
Plausability check
Score:
5
Notes:
The narrative makes claims about the stagnation of product availability for As Ever, despite initial success. However, these claims are not corroborated by other reputable outlets, raising questions about their accuracy. The report lacks specific factual anchors, such as direct statements from Meghan Markle or official representatives, which diminishes its credibility. The tone of the article is unusually dramatic and sensationalist, which is inconsistent with typical corporate or official language. The structure includes excessive or off-topic detail unrelated to the claim, such as speculation about Meghan Markle's marketing strategy and comparisons to Prince Harry, which may serve as a distraction tactic. The language and tone feel inconsistent with the region and topic, with strange phrasing and spelling variants, which raises suspicions about the authenticity of the content.
Overall assessment
Verdict (FAIL, OPEN, PASS): FAIL
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The narrative presents claims about Meghan Markle's As Ever brand that are not corroborated by other reputable outlets, raising questions about their accuracy. The Express, known for sensationalist reporting, is the source of the report, which diminishes its reliability. The article lacks verifiable sources and includes excessive or off-topic detail, which may serve as a distraction tactic. The language and tone are inconsistent with typical corporate or official language, further raising suspicions about the authenticity of the content. Given these factors, the overall assessment is a 'FAIL' with medium confidence.
