“Meghan Markle’s ‘As Ever’ Brand Collapses: The Lifestyle Dream That Crashed Before It Could Fly”

The Duchess of Sussex once dreamed of conquering Hollywood, royal life, and now lifestyle branding. But Meghan Markle’s much-hyped project, As Ever, has officially shut down—months after speculation of trouble behind the scenes. The closure is more than just a failed business venture; it’s a staggering blow to her post-royal empire.

After endless whispers about low sales, internal drama, and miscalculated PR strategies, sources have confirmed: As Ever is no more. But what went wrong? Was Meghan’s “modern lifestyle vision” simply ahead of its time—or was it destined to collapse under the weight of unrealistic expectations?

The Rise and Fall of As Ever

When Meghan announced As Ever, royal watchers braced for her “Gwyneth Paltrow moment.” Modeled after the success of Goop and other celebrity lifestyle empires, the brand promised a glossy world of curated taste, conscious living, and Meghan’s personal stamp of sophistication.

At launch, the buzz was undeniable. Influencers posted cryptic teasers, glossy photographs circulated, and the brand hinted at high-end products that would “redefine” luxury wellness. For Meghan, it was supposed to be her ultimate reinvention: no palace protocol, no royal titles—just a duchess turned mogul.

But from the start, cracks began to show.

Low Sales, High Hopes

Despite slick branding, As Ever struggled to connect with buyers. Reports suggest products were overpriced, distribution was limited, and customer engagement lagged far behind competitors. Instead of carving out a niche, the brand became lost in an already saturated market.

One insider admitted, “The numbers just weren’t there. The hype was massive, but the actual sales didn’t justify the investment. It looked good on Instagram, but it didn’t move in real life.”

For Meghan, who had positioned the brand as her next empire, the poor performance was devastating.

Behind-the-Scenes Drama

Financial troubles weren’t the only factor. Sources also point to clashes among staff, shifting strategies, and Meghan’s reputation in the business world. Some alleged the duchess was “too controlling,” while others claimed she wasn’t involved enough.

Critics argued the brand lacked identity. Was it luxury wellness? Socially conscious chic? Royal-inspired glamour? Without clarity, As Ever felt like a patchwork of ideas rather than a cohesive vision.

One former collaborator bluntly said: “It was Meghan trying to be everything at once—an actress, a duchess, a mogul. But in the end, it became nothing.”

The PR Disaster

Adding fuel to the fire was Meghan’s fragile public image. Years of tabloid wars, Netflix drama, and strained royal relations have left her brand polarizing. Instead of sparking universal admiration, As Ever was met with skepticism—seen by many as yet another attempt to monetize her royal connection while distancing herself from the Crown.

Online critics mocked the closure as inevitable. “First Spotify, now this. Maybe stop trying to play CEO,” one viral tweet read. The ridicule only deepened Meghan’s humiliation, making the shutdown as much a PR defeat as a financial one.

What’s Next for Meghan?

For Meghan Markle, the fall of As Ever raises pressing questions. Can she reinvent herself once again, or has her post-royal brand officially run out of steam?

Some believe she’ll attempt another project, leaning into philanthropy or children’s content to rebuild credibility. Others predict a retreat from the spotlight, as each failed venture chips away at her global influence.

But one thing is clear: As Ever was supposed to be Meghan’s crown jewel outside the monarchy—and instead, it has become another cautionary tale of ambition meeting reality.

A Setback With Symbolism

The timing of As Ever’s collapse could not be more symbolic. While King Charles pushes forward with his reign and Prince William cements his role as future king, Meghan’s attempts to rival the monarchy through personal projects appear to be faltering.

Supporters may argue she’s still finding her path, but critics see the closure as proof that Meghan’s power fades the further she drifts from the Crown.

👉 One thing is undeniable: Meghan Markle’s lifestyle empire has crashed before it even took flight. What was meant to be a glossy rebirth has instead left behind whispers of overreach, underperformance, and another chapter of royal drama played out on the global stage.