Meghan Markle’s lifestyle brand “As Ever” has come under fresh scrutiny following the release of a personal video to mark Princess Lilibet’s fourth birthday, raising questions about the brand’s direction and the Duchess of Sussex’s credibility as an entrepreneur. The video, shared on social media, shows Meghan dancing in a hospital room while heavily pregnant, accompanied by Prince Harry, shortly before their daughter’s birth in 2021.
Royal commentator Richard Fitzwilliams criticised the gesture as “bizarre,” suggesting it could negatively impact Meghan’s image in the influencer and business world. Speaking to The Express, Fitzwilliams highlighted concerns over the inconsistent branding and messaging surrounding As Ever. He noted that the video, while intended to be personal, could appear confusing or unprofessional to potential consumers.
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Earlier this year, Meghan launched “As Ever” as a lifestyle and wellness brand, with initial reports claiming that its products sold out. However, she soon announced a temporary pause in operations, citing the need to “gather data” and reassess the brand’s direction. The pause was quickly followed by updates that restocked items would return and new products would launch in the coming year, a sequence of events that has puzzled both industry insiders and royal observers.
Fitzwilliams remarked that such fluctuations suggest a lack of a coherent business strategy, which could hinder Meghan’s attempt to reestablish herself outside of royal life. The Duchess’s earlier ventures, such as the Archetypes podcast and a Netflix content deal, had garnered significant attention, but her lifestyle brand has so far received mixed reactions.
Critics argue that while Meghan seeks to be a respected voice in wellness and personal branding, inconsistent actions may jeopardize her ability to build lasting influence. Despite the backlash, the Duchess has not publicly addressed the criticism but has expressed continued interest in developing her brand and evolving her public identity.
