Overpriced and Overhyped: Meghan’s As Ever Brand Faces Fraud Allegations!

In recent months, Meghan Markle, the Duchess of Sussex, has found herself at the center of a growing storm surrounding her lifestyle brand, As Ever. Launched with much fanfare in April 2025, the brand promised a curated selection of gourmet products, including jams, honey, teas, and baking mixes, all presented with a touch of Montecito charm. However, what was initially heralded as a triumphant return to entrepreneurial ventures for the former royal has quickly spiraled into a public relations debacle. Critics, royal insiders, and consumers alike have raised serious questions about the authenticity, pricing, and Meghan’s involvement in the business, with some accusing her of leveraging her royal title for profit while delivering subpar products.

A Promising Start Marred by Controversy

The As Ever brand debuted with a carefully curated lineup of products, including a $28 wildflower honey, $14 raspberry and apricot spreads, $12 herbal teas, and $15 flower sprinkles, among others. Marketed as “infused with joy, love, and a touch of whimsy,” the products sold out within minutes, with the honey reportedly gone in under five minutes. The rapid sell-out fueled the narrative of the “Meghan Effect,” a phenomenon where her endorsement or involvement seems to turn products into instant successes, reminiscent of her influence as a working royal in 2019.

However, the initial excitement was short-lived. Reports soon surfaced that the products, particularly the raspberry spread and herbal teas, were not crafted in Meghan’s Montecito kitchen as the branding suggested but were instead manufactured by The Republic of Tea, a California-based company with a factory in Illinois, over 2,000 miles from her home. This revelation sparked accusations of misleading marketing, with critics arguing that the brand’s narrative of small-batch, home-crafted goods was disingenuous. One industry insider described the situation as “a little smoke and mirrors,” suggesting that the “limited edition” label was a strategic move to create artificial scarcity and drive demand.

Pricing Sparks Outrage

The pricing of As Ever’s products has been a focal point of criticism. The $28 wildflower honey, for instance, has been compared unfavorably to similar products available at local farmers’ markets for significantly less. The herbal teas—hibiscus, lemon ginger, and peppermint—retail at $12 each, despite being produced by The Republic of Tea, which sells similar teas for a third of the price. The raspberry and apricot spreads, priced at $9 for a standard jar and $14 for keepsake packaging, have also drawn ire for their high cost relative to comparable products.

Daily Mail’s FEMAIL team, after testing all eight As Ever products, described them as underwhelming. The raspberry spread was likened to a dessert sauce rather than a traditional jam, while the baking mixes were deemed tedious to prepare, requiring extensive effort for lackluster results. The hibiscus tea was singled out as the least impressive, with reviewers noting it lacked distinction. Social media platforms, particularly Reddit, have been abuzz with criticism, with users calling the products overpriced and the branding “embarrassing” for its attempt to emulate a Pinterest aesthetic. One commenter remarked, “I think it looks good if my regular friend did it. They’re not trying to sell an elevated lifestyle brand… it’s embarrassing.”

The pricing controversy has been compounded by comparisons to other royal-branded products. Buckingham Palace sells Scottish heather honey for $13.09, and King Charles’s Highgrove estate offers honey for $34, but these are marketed as premium products tied to royal estates, not personal kitchens. Critics argue that Meghan’s products, while similarly priced, lack the prestige or quality to justify their cost, especially given their mass-produced origins.

Allegations of Disengagement

Perhaps the most damaging accusations come from royal insiders who claim Meghan has “checked out” of her own business. Sources close to the royal family allege that she has delegated much of the brand’s operations to third-party manufacturers and marketing teams, undermining the personal touch that As Ever’s branding emphasizes. One insider told The Daily Mail, “Meghan’s involvement seems to be more about lending her name than actual hands-on work. The products are made in a factory, not her kitchen, and the creative direction feels outsourced.”

This perception of disengagement has fueled speculation that Meghan is capitalizing on her royal title without delivering the authenticity consumers expect. The controversy was further inflamed when a thank-you card accompanying a gift basket sent to a friend bore the title “HRH, The Duchess of Sussex,” despite Meghan and Prince Harry agreeing not to use their HRH titles for commercial purposes after stepping back from royal duties in 2020. This move prompted outrage on social media, with one user on X writing, “I thought they couldn’t use HRH?”

The Netflix Connection and Brand Strategy

As Ever’s launch coincided with the release of Meghan’s Netflix show, With Love, Meghan, which premiered in early 2025. The show, filmed in a picturesque farmhouse near her Montecito home, features Meghan engaging in activities like harvesting honey and preparing meals with celebrity guests. The synergy between the show and the brand was intended to create a cohesive narrative of domestic bliss and wellness, but critics argue it has backfired. The New York Times published a glowing piece about Meghan’s “rebrand from recovering royal to domestic goddess,” but some industry insiders have dismissed it as a PR stunt unlikely to be repeated.

The Republic of Tea’s involvement extends beyond teas to the raspberry spread and orange blossom honey, with Netflix reportedly playing a role in connecting Meghan with the manufacturer. This partnership has raised questions about the brand’s originality, as The Republic of Tea also produces a “strawberry and wild rose” preserve for Netflix’s Bridgerton, suggesting a lack of exclusivity in As Ever’s offerings.

Royal Family Tensions and the “Meghan Effect”

The success of As Ever, despite its controversies, has reportedly caused unease within the royal family. Royal experts claim that Meghan’s ability to generate buzz and sell products rapidly is a “fresh nightmare” for the Windsors, who feared she would leverage her fame to outshine their own commercial ventures. Duncan Larcombe, former royal editor of The Sun, told Fox News that Meghan is “cashing in on her fame” and even using her children to boost her online presence, a move he claims the royal family has long dreaded.

The timing of As Ever’s wine launch—a Napa Valley rosé released on July 1, 2025—further intensified comparisons with King Charles’s Highgrove Gardens, which slashed the price of its English Sparkling Rosé just days before. This move was interpreted by some as a competitive response to Meghan’s growing influence in the luxury goods market.

Consumer Backlash and Future Prospects

Consumer reactions have been mixed. While some fans have embraced As Ever’s aesthetic and rushed to purchase its products, others have expressed disappointment over the quality and pricing. The rapid sell-outs, while impressive, have been scrutinized as a marketing tactic rather than a genuine reflection of demand. Meghan has attempted to address some criticism, offering free apricot spread to customers who missed out on the initial launch, but this gesture has done little to quell the broader controversy.

Looking ahead, Meghan’s team has promised new products and restocks, with a newsletter announcing “new surprises” for July 2025. However, the brand’s future hinges on its ability to address concerns about authenticity and value. Industry insiders suggest that Meghan may need to pivot away from the “limited edition” strategy and focus on transparency to rebuild consumer trust.

Conclusion

Meghan Markle’s As Ever brand was launched with high hopes of establishing her as a leading figure in the lifestyle market, but it has instead become a lightning rod for criticism. From allegations of inflated prices and mass-produced goods to claims of disengagement and improper use of her royal title, the brand has faced significant challenges in its first few months. While the “Meghan Effect” continues to drive sales, the sustainability of her venture remains uncertain as consumers and critics demand greater authenticity and value. As the Duchess navigates this turbulent chapter, her ability to adapt and respond to feedback will determine whether As Ever can rise above the controversy or remain mired in it.