Meghan Markle’s latest business move signals a bold new chapter in the intersection of royalty, celebrity, and commerce. In 2025, the Duchess of Sussex rebranded her lifestyle venture as “As Ever,” expanding far beyond its original offerings of preserves and honey. The new collection, set for a major Christmas launch, now includes sparkling wine, scented candles, beverage kits, and curated gift sets—each product carefully crafted to evoke exclusivity and royal nostalgia.
A Royal Brand Reinvented
The centerpiece of As Ever’s relaunch is the $64 Signature Candle No. 519, named for Meghan and Prince Harry’s wedding date, May 19, 2018. With notes of tea leaves, cardamom, and Moroccan mint, the candle is designed to capture the essence of a royal celebration. This product, and the broader holiday collection, mark a strategic pivot toward the premium lifestyle market—a sector where celebrity brands have seen explosive growth in recent years.
Meghan and Harry’s combined net worth stands at $60 million, but the ambition is clear: to scale As Ever into a billion-dollar brand. The global luxury goods market, valued between $346 billion and $464 billion in 2024-2025, offers fertile ground. Celebrity-driven brands like Fenty Beauty and Rare Beauty have demonstrated the potential for rapid revenue growth, with annual sales reaching hundreds of millions. Meghan’s approach leverages her royal narrative and media presence, aiming to capture a slice of this lucrative market.
Strategic Expansion and Market Positioning
As Ever’s evolution reflects a keen understanding of luxury consumer trends. The brand’s pricing and product strategy target affluent buyers, with seasonal launches timed for maximum impact during peak shopping periods. Placement on Oprah’s “Favorite Things” list and other high-profile endorsements have bolstered its credibility and visibility.
Plans for further expansion hint at ventures into hospitality and beauty, signaling a diversified portfolio approach. By broadening the product range and capitalizing on the emotional resonance of royal events, Meghan is positioning As Ever to compete with established luxury brands. Even a modest 0.02% share of the celebrity lifestyle market could yield $10 million in annual revenue, while a more ambitious 5% share could value the brand at $200 million—mirroring the trajectory of other celebrity-led ventures.
The Power of Celebrity and Emotional Branding
The success of celebrity lifestyle brands increasingly hinges on authenticity and storytelling. Meghan’s products are more than commodities; they are imbued with personal and royal symbolism. The Signature Candle, for example, is marketed not just as a fragrance but as a piece of royal history, appealing to consumers’ fascination with fairy-tale narratives and exclusivity.
This emotional branding strategy is designed to foster loyalty and word-of-mouth buzz. Meghan’s unique position as both a former royal and a global celebrity adds layers of intrigue, setting her brand apart in a crowded marketplace. The calculated use of personal milestones and royal associations transforms ordinary products into aspirational objects.
Industry Partnerships and the Kardashian Blueprint
Meghan’s networking with Emma Grede, co-founder of SKIMS—a brand valued at $4 billion—underscores her intent to follow proven models of celebrity brand building. Grede’s expertise in scaling SKIMS from niche shapewear to a global powerhouse offers a potential roadmap for As Ever’s growth.
Public appearances and collaborations with industry leaders suggest that Meghan is seeking strategic guidance to navigate the complexities of the beauty and lifestyle sectors. This partnership-driven approach could accelerate As Ever’s expansion and help it capture a larger share of the market.
Challenges, Criticism, and the Future of Royal Commerce
Meghan’s entrepreneurial journey is not without controversy. Critics argue that commercializing royal heritage risks undermining the traditional image of royalty as apolitical and charitable. The move to monetize royal symbolism through consumer goods challenges longstanding conventions and sparks debate about the evolving role of monarchy in the modern economy.
Managing public perception and maintaining authenticity will be crucial as As Ever scales internationally. The brand must balance the allure of royal mystique with the demands of a discerning luxury market, all while navigating intense media scrutiny and potential backlash over pricing and product ethos.
Looking Ahead: Redefining Royal Influence
Meghan Markle’s pursuit of billionaire status through As Ever represents a significant shift in how royal identity is leveraged in the marketplace. By blending emotional storytelling, strategic partnerships, and savvy product development, she is charting a new course for royalty in the age of celebrity capitalism.
If successful, As Ever could redefine the boundaries between tradition and entrepreneurship, inspiring a new generation of brands that fuse cultural capital with commercial ambition. The stakes are high—not just for Meghan and Harry, but for the future of royal branding itself.