Meghan Markle’s “As Ever” Launch Breaks the Internet—and the Jam Jar Lid

If you blinked on June 20, 2025, you might’ve missed it—As Ever, Meghan Markle’s debut lifestyle brand, sold out almost instantly, with fans scooping up its sweet selection of artisanal jams, cookie mixes, teas, and more in under an hour. Some goodies vanished within just five minutes. The duchess may have left her acting  career behind but Tig is back with a twist. Her influence clearly hasn’t waned despite rarely seen.

What’s the secret sauce behind this explosive success? A blend of authenticity, aesthetic charm, and perfect timing. Meghan’s brand leaned into cozy California living with a thoughtful, organic look and feel—from floral-flecked packaging to wholesome ingredient lists. It was a soft launch that felt intimate, personal, and a bit like opening a care package from a very stylish friend.

And the reaction? Pure Meghan: warm, unfiltered, and grateful. She posted a no-makeup Instagram Story thanking supporters, smiling from ear to ear. It wasn’t just a product drop—it was a moment. Fans felt seen, and that made all the difference.

What’s next? With such a strong start, As Ever may be setting the stage for something bigger—perhaps a full lifestyle empire à la Goop or Magnolia. One thing’s clear: Meghan knows how to make an entrance… and a sellout Absolutely.

With such  big launch selling immediately, Meghan Markle’s As Ever isn’t slowing down—it’s evolving. The brand is already expanding its offerings with a bespoke rosé wine, set to debut on July 1, 2025, just in time for summer . This marks As Ever’s first step into the alcohol space, signaling a broader lifestyle vision.

But that’s not all. Trademark filings hint at ambitions beyond the pantry, with potential plans for hospitality ventures like cafés, restaurants, or even boutique accommodation. Meghan has also spoken candidly about taking a “pause” to reflect on the brand’s direction, aiming for a more stable and thoughtful rollout of future products. While some new items are expected in 2026, the Duchess seems committed to building something lasting—not just buzzy.

In short, As Ever is shaping up to be more than a brand—it’s a lifestyle in the making.