Meghan Markle's lifestyle brand As Ever has quietly increased prices on several honey products, drawing sharp criticism from fans and social media users. The Duchess of Sussex launched a new lavender honey this week, priced at £24 ($32), which is £3 higher than the previous £21 ($28) price point for other honey varieties. The orange blossom and sage honeys have also been raised to £24.
New Product Launch and Price Hike
Announcing the lavender honey on Instagram, Markle described it as a “floral gift of summer with a delicate warmth that lingers beautifully.” She also noted that the well-loved orange blossom honey is now available as a solo product. The price increase applies to all four honey types now sold by As Ever: wildflower, sage, orange blossom, and the new lavender.
Fans quickly expressed their displeasure on social media. One Reddit user wrote: “She's literally flipping sub-standard wares for double the cost and refuses to back down one cent, preferring to let it rot rather than discount because, in her crazy ass mind, that would be 'losing'.” Another commented: “That’s part of what I don’t understand about her business. When a product isn’t selling or is about to go bad, you lower the price to increase sales. That is a standard practice. But I guess Meghan would rather lose all that unsold merchandise and eat the cost because…reasons.”
Market Positioning Debate
Some users defended the pricing strategy, arguing that the high cost is part of the brand's luxury image. One Reddit user stated: “She can't actually do that. Her products are marketed as luxury items coveted by those who aspire to or who have already reached a socioeconomic status above that of the average person. The high prices of these products are a defining feature. Lowering prices will run counter to that market positioning.”
However, others dismissed the luxury claim. A fourth user blasted: “Luxury price without the luxury product.” On X (formerly Twitter), one user questioned: “She marks her product up SO much compared to like items, so what justifies the price point? Who advised the pricing of the items? It seems sloppy to me. Price does not equate to exclusivity or prestige. The actual product quality does.”
Business Strategy Questions
Another X user noted: “Usually, quietly raising prices while sales are slowing isn't the strategy of a thriving business.” A third commented: “Desperation mounting for $$$.” The reason behind the price increase remains unclear, as As Ever has not issued an official statement. The backlash comes amid ongoing scrutiny of Markle's business ventures and her public image alongside Prince Harry.
