Meghan Markle’s latest business venture, the As Ever holiday collection, launched in October 2025 with high expectations and celebrity endorsements.
The brand’s debut ignited heated debate about privilege, ethics, and the use of royal connections in commerce.
The controversy, fueled by outspoken critics and amplified by global media, has cast a spotlight on the challenges facing celebrity-driven luxury brands.
A Divisive Launch
The As Ever brand, rebranded from Markle’s earlier American Riviera Orchard project, made its official debut in April 2025. The initial collection featured pantry staples like raspberry spread and shortbread mix. It sold out quickly, thanks to limited edition drops and high-profile endorsements.
The holiday collection, released in October, expanded the lineup to include $89 sparkling wine, $62 honey, $64 candles, and $16 spice kits.
Critics immediately challenged these prices as out of reach for most consumers. The brand’s marketing focused heavily on affluent California regions, such as Napa Valley, reinforcing the perception that As Ever caters to wealthy elites rather than everyday shoppers.
Celebrity Chef’s Sharp Critique
The backlash intensified when celebrity chef Jameson Stocks, a former royal insider who once cooked for King Charles III, publicly accused Markle of exploiting her royal connections for profit.
Stocks stated, “She’s built up a brand for the minority who can actually afford it; her ethos is completely different from mine.” Stocks, whose own product line emphasizes affordability, contrasted his approach with Markle’s luxury branding.
Stocks went further, invoking the late Queen Elizabeth II: “I think the Queen would feel that she is exploiting the ‘everyday’ people and using the royals as a marketing tool to sell jam.” This marked the first major public accusation of its kind. It fueled ongoing tensions between the Sussexes and the royal family over the use of royal titles for personal profit.
Growing Scrutiny of Celebrity Brands
Media outlets across the U.S. and U.K. have scrutinized the brand, highlighting growing discomfort with celebrity-driven luxury commerce. Comparisons have been drawn to other high-profile ventures, such as Gwyneth Paltrow’s Goop and the Kardashian-Jenner brands, which have also faced criticism for exclusivity and high pricing.
Consumer expectations are shifting. Younger generations want authenticity and transparency from brands, especially those associated with privilege. The backlash against As Ever reflects a broader movement demanding ethical practices and genuine accessibility.
Netflix Partnership and Media Tensions
Markle’s Netflix show, With Love, Meghan, has struggled to win over critics and viewers. Stocks declined involvement in the show and described it as “terrible” and “hard to watch.” Despite mixed reviews, Netflix continues its partnership with As Ever, including a holiday special aimed at boosting visibility.
Reports indicate tension between Stocks and the streaming platform following his public criticism, though specific details remain disputed. The situation highlights the complex relationships between celebrity brands, streaming platforms, and public criticism.
The Stakes for Royal Commerce
As Ever’s future remains uncertain amid mounting criticism and shifting consumer expectations. The brand’s strategy of exclusivity and luxury pricing has sparked a reckoning for royal-adjacent celebrity brands. Questions persist about the balance between privilege and authenticity.
The controversy signals a pivotal moment for celebrity commerce. As public scrutiny intensifies, brands like As Ever will need to navigate the delicate line between exclusivity and accessibility. Whether Meghan Markle pivots toward a more inclusive model or continues to embrace luxury, it will shape not only her own business but also the future of royal branding in the global marketplace.