Meghan Markle has been defended by insiders after the latest figures for her lifestyle brand, As Ever, painted an unpleasant picture of its success. The Duchess of Sussex launched As Ever in April 2025 and has since released several collections and products, including her now viral flower sprinkles, various jams, wine, biscuit mixes, candles, and teas.
While specific sales numbers for As Ever have not been officially released, in January it was reported that the website saw a 36% growth since October. However, new reports this month claimed that data from the first three months of this year showed a dip in traffic on the business's website, which correlated with a similar slump in the Duchess's popularity among Americans.
Traffic Data Reveals Challenges
According to Newsweek, which used data from digital intelligence platform Similarweb, As Ever had 392,114 US visitors from January to May, which is significantly less than the more than 650,000 inventory items revealed by a glitch on the website in January. This discrepancy raised questions about the balance between supply and demand and the overall success of the brand.
In total, the website amassed a little over one million visitors from various countries, including Britain, Canada, Australia, and India.
Insiders Defend the Brand
A person close to As Ever defended the brand's progress and told the outlet it would "double in size" this year. The source stated, "By any measure, for any startup, you can't deny that it is anything but a success." They added that people are "obsessed with wanting her [Meghan] to fail" and that "the commentariat are clouded by their own prejudice and a need to perpetuate a narrative that her business is a failure, because they pegged her that way from the start and they can't take being wrong."
Long-Term Potential
Earlier this year, a source told the Daily Express about the brand's growth: "It's still early days for As Ever, but the trajectory so far gives us confidence in the long-term potential if we continue to build it in the right way. We remain focused on growing the brand carefully and sustainably, while listening closely to the community that has shown such enthusiasm for it."
