Royal commentators and social media users have criticised Meghan Markle's latest Instagram post, which promotes her lifestyle brand As Ever. The Duchess of Sussex shared the post earlier this week, expressing pride in her company's growth.
In the post, Meghan said she feels "very proud" of her lifestyle company, adding: "I pinch myself, looking at how this brand has grown." The post includes previously seen footage from 2025 of Princess Lilibet helping make jam and saying in an American accent, "I think it's beautiful." Another clip shows Meghan racing to eat raspberries off her fingers, while an image shows her posing with her hand on her hip in a t-shirt and shorts.
Self-congratulation criticised
Newscorp columnist Angela Mollard told News24's Gabriella Power that she found the post "nauseating." Mollard said: "She spent three-quarters of this post self-congratulating. And then there's a small mention of, you know, 'some other people have helped me get there.'"
Mollard compared Meghan's posts to those of Royal Family members, stating: "It's all about brand Meghan. And I accept she is a businesswoman now. She's straddling that sort of celebrity access, but she's also sort of trying to stay royal adjacent at the same time. If you look at any posts by the royal family, they always focus on the people or the charity they are with."
Social media reaction
Social media users echoed similar sentiments. One X user wrote: "In her latest clip, Meghan showed her true colours. The video is a tribute to no one but herself. The self-congratulatory post is vile. I have never seen anyone love and admire herself so much." Another said: "This 'post' captures the essence of a shockingly vainglorious woman who self-worships. So deeply in a fog of delusion, she believes she is iconic. She is not. She is worshipping HERSELF, not celebrating a business."
In the post, Meghan reflected on her entrepreneurial journey, reminiscing about childhood ventures such as lemonade stands and selling Girl Scout cookies. She concluded by thanking those who helped her "bring this vision to life."
