Meghan Markle’s highly anticipated lifestyle brand, As Ever, launched with big promises of cozy home essentials and everyday luxuries, but now it’s hitting a snag. Reports are swirling that a wave of returns is overwhelming retailers, leaving the Duchess of Sussex reportedly stunned by the backlash. Fans who snapped up the initial batches are sending items back in droves, citing quality concerns and mismatched expectations from the hyped-up debut.
Early buyers raved about the brand’s aspirational vibe, but cracks appeared fast. Common gripes include fabrics that pill after one wash, scents fading too quickly, and packaging that arrived damaged despite premium pricing. “I wanted to love it, but it just didn’t hold up,” one shopper shared online, echoing thousands of similar posts. Social media is flooded with unboxing videos turned complaint reels, turning excitement into disappointment. As Ever’s signature candles and throws, meant to evoke “simple elegance,” are leading the return parade, with some stores reporting return rates triple the industry average.[1]
## Brand Pressure Mounts Amid Scrutiny
This comes at a tough time for Meghan’s entrepreneurial push, as Netflix deals and public projects hang in the balance. Insiders whisper she’s “gutted” by the feedback, pouring heart into a brand reflecting her Montecito life. Competitors like Goop thrive on polish, but As Ever’s rocky start raises questions: Was the rush to market the culprit? Marketing leaned heavy on royal glamour, yet everyday users say it falls short on durability. Return policies are generous, fueling the exodus, while resale sites overflow with barely used items at half price.
## Lessons for Celebrity Brands?
The saga highlights risks in celeb-backed ventures—hype can backfire without flawless execution. Meghan’s team is reportedly tweaking formulas and ramping up quality checks for restocks. Supporters urge patience, praising her vision for inclusivity, but skeptics see it as another high-profile flop. Will As Ever bounce back, or is this a setback signaling bigger woes? Hollywood watches closely as the Duchess navigates this entrepreneurial curveball.
