Meghan Markle's As Ever Brand Marks First Birthday with US-Only Focus
Meghan Markle's lifestyle brand, As Ever, is celebrating its first anniversary today, having launched precisely one year ago. The brand's products, which include an array of wines, famous jams, flower sprinkles, and herbal teas, have consistently sold out rapidly upon release, demonstrating significant demand among her dedicated fanbase in America.
International Shipping Limited to the United States
Despite this popularity, As Ever has exclusively offered shipping only to addresses within the 50 US states since its inception on April 9, 2025. This decision has left international followers, particularly in the UK where Meghan resided for years as a working royal, unable to purchase the in-demand items. The brand has not announced any plans to expand its mailing lists to include other countries, maintaining a firm US-centric approach.
Expert Analysis Points to Waning UK Popularity
Brand and culture expert Nick Ede has provided insight into why As Ever is not available in the UK. He suggests that Meghan's diminished public perception in the UK, coupled with a saturated market of celebrity products, makes the venture less viable there.
"I don't think the UK is a focus for the As Ever brand as it's driven by popularity and at the moment Meghan doesn't have the star power in the UK that she once had," Ede explained. He further noted that concepts like flower sprinkles may not resonate with UK consumers, and the competitive landscape for products such as rose wines—with brands like Kylie Minogue and Lady A already established—would hinder As Ever's ability to achieve necessary sales volume.
Steady Growth and Future Prospects
As Ever has experienced notable success, with past launches selling out within hours and recent months seeing restocks of core inventory. While official sales figures are undisclosed, reports indicate a 36% growth in website visits since October last year. Data from SimilarWeb shows visits increased from 196,831 in October to 268,200 in January, with steady figures in between.
The brand is reportedly satisfied with its progress and development over the past year, focusing on continued growth and potential future expansion. Despite early teething problems, Meghan is said to be enthusiastic about learning, improving, and maintaining momentum for As Ever, even as it remains confined to the American market for now.
