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.

“As Ever” by Meghan Markle Returns—With a Twist

The countdown is on! Meghan’s lifestyle brand As Ever is going live again tomorrow, and fans are buzzing with anticipation. After the brand’s debut drop sold out in just 24 minutes, expectations are sky-high for this second release.

In a heartfelt email to subscribers, Meghan thanked her community for the overwhelming response to the first launch and teased that this time, there will be “new delicious surprises” alongside returning favorites like preserves and flower sprinkles. A cheeky video of Meghan dancing in her kitchen while stirring jam only added to the excitement.

But this isn’t just another product drop—it’s a strategic shift. In her recent appearance on the Aspire podcast with Emma Grede, Meghan revealed a new approach: rather than chasing the frenzy of sellouts, she wants As Ever to be a place where customers can always find something beautiful. “It’s not about outselling,” she explained. “It’s about being present—so that whenever someone visits the site, there’s something waiting for them.”

The podcast offered a rare, intimate look at Meghan’s mindset as a founder. She spoke candidly about launching a brand under intense Media scrutiny, choosing jam as her first product because it felt personal and nostalgic, and building a company with intention and identity. “This isn’t just about business,” she told Emma. “It’s about owning your voice, even when the noise gets loud.”

From her early days selling scrunchies as a kid to now leading a globally loved brand, Meghan’s journey with As Ever is about more than curated goods—it’s about connection, care, and quiet luxury. And with tomorrow’s launch, she’s inviting the world to experience that magic all over again.

So set your alarms. Because while Meghan may not be aiming to sell out in 24 minutes this time, something tells us the shelves won’t stay full for long..