Meghan Markle's plans to expand her luxury lifestyle brand As Ever globally have hit significant obstacles, with trademark officials in South Korea, Japan, Brazil, and New Zealand reportedly raising concerns over her business ventures, according to Newsweek.
While the Duchess of Sussex has faced stalling tactics and rejections internationally, she appears to be focusing on the British market, though she has not entirely escaped scrutiny there either.
UK Trademark Victory
The UK Intellectual Property Office initially rejected her bid to protect the phrase "online retail store services," with officials stating her list of goods lacked "precision and clarity" and was too broad. However, Meghan secured a victory by dropping the word "store," winning substantial trademark protection in the UK.
Her approved UK trademark covers a wide range of goods, including jams, marmalades, honey, tea, wallpaper, yoga mats, and matchboxes. British shoppers can expect to purchase her £10 tins of tea, £47 scented candles, and limited-edition £13 bookmarks featuring phrases in her own handwriting, such as "Fell asleep here."
The UK trademark also covers entertainment services including podcasts, TV shows, digital publishing, and educational workshops.
International Challenges
In Brazil, Meghan suffered a "definitive setback" as officials threw out her application, finding her descriptions of selling a "wide variety of consumer goods" too vague. The refusal became final when the applicant failed to provide additional information requested.
The Japan Patent Office issued a "total provisional refusal," with examiners questioning whether the Duchess genuinely intended to use the trademark across her proposed retail services. In South Korea, officials flagged a potential clash with her own earlier As Ever trademarks under the same company, while New Zealand authorities issued a partial provisional refusal over her retail and entertainment descriptions.
Royal expert Richard Fitzwilliams told Newsweek: "Meghan intends to make as much money as she possibly can using her brand. She can do what she likes. As Ever is a brand that is known worldwide. Meghan can test the waters in any country, although the reception she gets may vary."
A source close to the brand told the publication: "We're not worried. This is all pretty routine. There are different processes for different territories. The main thing is the As Ever brand continues to grow and go from strength to strength."
With her online traffic reportedly declining in 2026, tapping into these markets is seen as a crucial bid to grow her business. The challenges contrast with her fortunes in Canada, where official records show she overcame initial total provisional refusals to secure approval in September 2026.
