Meghan Markle’s comments on her work ethic during a podcast have ignited controversy as her lifestyle brand, As Ever, achieves rapid sell-outs and widespread attention, highlighting tensions between celebrity entrepreneurship and public perceptions of labour.
In a recent viral video clip, Meghan Markle, the Duchess of Sussex, has sparked debate regarding her work ethic while discussing her new lifestyle brand, "As Ever," during a podcast conversation with Jamie Kern Lima, founder of IT Cosmetics. Meghan stated, "Oh my gosh, I work so hard and I appreciate what hard work looks like," elaborating on her various tasks such as writing social media posts, coordinating her wardrobe for photo shoots, and editing content for her Netflix series, "With Love, Meghan." The clip, which has garnered over 160,000 views, has drawn mixed reactions from fans, with many questioning the nature of her workload in comparison to traditional professions, particularly those in healthcare. Comments from viewers reflect a sense of disconnection, with one remarking, "Imagine being a doctor or nurse watching her say how hard her social media captions are."
The launch of "As Ever," which took place in April 2025, has been accompanied by significant media attention. The brand features a selection of lifestyle products, including flower sprinkles, hibiscus tea, and crepe mixes. Reports indicate that the initial collection sold out in less than an hour, and products such as a limited-edition wildflower honey sold out in under five minutes. The success of these launches underscores what some are terming the "Meghan Markle Effect," a phenomenon where her endorsement seemingly leads to an astronomical increase in product demand. This trend was notably evidenced by a staggering 11,000% sales increase for a Philadelphia jeweller whose product was highlighted during her appearances.
In terms of marketing strategy, reports suggest that Markle sent sample boxes of "As Ever" products to notable acquaintances, including members of the British royal family. This strategy not only reinforces her connections but also showcases an intricate web of influence and network within the lifestyle brand sector. Future product drops are anticipated, with new collections planned for seasonally, expanding the brand's reach and aligning with Markle's lifestyle, which she has often shared through her platforms.
However, despite the commercial success, public commentary surrounding her portrayal of hard work continues to linger. Critics argue that her experience may not resonate with the everyday realities of the working class, further igniting discussions around privilege and the perceptions of labour in contemporary society. This divergence highlights the broader cultural conversation about work, recognition, and the varying definitions of success as lived by different demographics.
As "As Ever" continues to evolve, the forthcoming seasonal collections are expected to further define not only Markle's entrepreneurial ambitions but also her ongoing relationship with public perception, a dynamic she is actively navigating in the media landscape.
Reference Map:
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:
9
Notes:
The narrative is current, with the latest developments reported in April 2025. The Express article was published on May 25, 2025, referencing events from April 2025. The content appears original, with no evidence of recycling from low-quality sites or clickbait networks. The narrative is based on recent events, including the launch of 'As Ever' and its initial success. No discrepancies in figures, dates, or quotes were found. The Express article includes updated data, such as the viral video clip and public reactions, which may justify a higher freshness score. However, the article does not provide specific dates for the viral clip or the podcast conversation, which would have been beneficial for context. Overall, the freshness score is high, with minor areas for improvement.
Quotes check
Score:
8
Notes:
The direct quote from Meghan Markle, 'Oh my gosh, I work so hard and I appreciate what hard work looks like,' appears to be original, with no exact matches found in earlier material. However, similar sentiments have been expressed by Markle in previous interviews, indicating that while the specific wording is unique, the themes are consistent with her past statements. The lack of earlier matches for this exact quote suggests potential originality or exclusivity.
Source reliability
Score:
7
Notes:
The narrative originates from The Express, a UK-based tabloid known for sensationalist reporting. While it is a reputable organisation, its credibility is often questioned due to its history of publishing unverified or exaggerated stories. The Express has a history of publishing sensationalist stories, which may affect the reliability of the information presented. Therefore, while the source is established, its reliability is moderate.
Plausability check
Score:
8
Notes:
The claims about Meghan Markle's 'As Ever' brand launch and its success are plausible and align with reports from other reputable outlets, such as Harper's Bazaar and Marie Claire. The reported sell-out of products within minutes and the viral nature of the associated video clip are consistent with the brand's high-profile status. However, the Express article does not provide specific dates for the viral clip or the podcast conversation, which would have been beneficial for context. The lack of supporting detail from other reputable outlets in this specific article is noted, but the overall plausibility remains high.
Overall assessment
Verdict (FAIL, OPEN, PASS): OPEN
Confidence (LOW, MEDIUM, HIGH): MEDIUM
Summary:
The narrative presents current and plausible information about Meghan Markle's 'As Ever' brand launch and its public reception. While the Express is a reputable organisation, its history of sensationalist reporting affects the reliability of the information. The direct quote from Markle appears original, but similar sentiments have been expressed by her in previous interviews. The lack of specific dates for key events in the article is a minor concern. Overall, the assessment is open, with medium confidence due to the source's reliability and the need for further verification.
