Meghan Markle was mocked by fans after she shared a new post on her social media, praising herself and her team for what they have created with her lifestyle brand, As Ever. The Duchess of Sussex said that she feels “very proud” of her lifestyle company, saying: “I pinch myself looking at how this brand has grown.”
Post marks Holiday Collection launch
Writing on Instagram, Meghan thanked the team behind As Ever, and posted a montage of footage and photos to mark the launch of its Holiday Collection. Among Meghan’s clips was previously seen footage that the duchess shared on Instagram in 2025 of Princess Lilibet helping her make jam and saying in an American accent, “I think it’s beautiful.”
The Duke of Sussex is seen in one photo, in shorts and a T-shirt, standing with his hands on his hips and smiling, as Meghan crouches down to look at an As Ever hamper. Meghan, in footage which was also shared by her make-up artist friend Daniel Martin in 2018, is shown racing to eat raspberries off her fingers, while images included childhood pictures of the duchess, as well as video of pots of her jam being filled in a factory – all set to the soundtrack of The Cranberries’ hit song Dreams.
Entrepreneurial journey recalled
The duchess, who moved back to the UK from California in August, wrote of her own journey as a young entrepreneur, describing how she sold handmade scrunchies for one dollar, and later Girl Scout cookies, and also had lemonade stands. She said: “My entrepreneurial spirit was always there.”
Referencing the Instagram account thetiglets, run by Meghan supporters, and her own previous lifestyle blog The Tig, she added: “As I shared years ago on The Tig (PS, love you ladies thetiglets): ‘Behind every successful woman is herself’ – and that’s true… but there’s more: a community of love, a squad of support, an amazing team.
“As I pinch myself looking at how this brand has grown, and as we introduce our holiday collection, I feel very proud, and grateful. A huge thanks to my team at aseverofficial
“So proud of what we are creating together. Thanks for helping bring this vision to life.”
Fans react on social media
Some fans were not impressed with Meghan’s self-love and took to social media to express their views. One user wrote on X: “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 one blasted: “I have never known anyone that’s so self-absorbed.” A third one opined: “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.” A fourth one added: “She admires herself so much it's unbelievable.” A fifth one commented: “Honestly, I have never seen anyone so enamoured with themselves as #MeghanMarkle.”
