In what can only be described as a masterclass in self-sabotage, Meghan Markle has once again attempted to reinvent herself and her struggling lifestyle brand “As Ever” — and the results are somehow even more disastrous than before. Fresh off ditching her Netflix partnership earlier this year, the Duchess of Sussex rolled out a heavily promoted “refresh” on Mother’s Day weekend, complete with new Instagram content, a website overhaul, and an updated profile picture that has royal watchers and brand experts collectively face-palming. If this was meant to signal a triumphant comeback, it landed with all the grace of a teenager trying way too hard to look effortlessly cool while secretly fighting off an awkward bodily function.
The viral X post from Royal News Network that perfectly captured the collective eye-roll has already racked up thousands of likes and comments, and it’s not hard to see why. “Meghan Markle’s admitting defeat and attempting a rebrand for As Ever and herself, and yet somehow it’s crappier than ever,” the post declared. “The imagery is stale, boring and pretentious. The website is clunkier and uglier than ever. Her Instagram profile picture looks like a teenager attempting to look cool and trying to hold in a fart. The pose and expression are both bad (Meghan can’t pose or model to save her life). As ever, the brand will just fail even harder than before. She honestly does truly suck at this.”
Ouch — but spot on. Let’s break down exactly why this latest pivot feels less like a sophisticated lifestyle empire launch and more like a desperate Hail Mary from someone who’s been fumbling the ball since day one.
First, the new promotional reel and photo series dropped on the official @aseverofficial Instagram account. In the roughly 20-second video, Meghan appears in a string of carefully staged “aspirational” moments: a close-up of her seductively nibbling a raspberry while gazing off-camera with what seems intended as sultry intensity; her arranging a wicker basket overflowing with flowers in a garden setting, draped in flowing fabrics like some modern-day Martha Stewart wannabe; perched awkwardly on a kitchen counter in jeans and a dark top, one leg kicked out, hand dramatically at her neck; and various product shots of jams, marmalades, teas, and pastries that scream “overproduced catalog ad” rather than genuine homey charm. One frame even shows her from behind in a pantry, reaching for items in a white shirt and denim skirt, as if we’re supposed to be mesmerized by the everyday glamour of… stocking shelves?
Critics aren’t buying the fantasy. The poses come across as forced and unnatural — the kind of modeling that screams “I took a weekend workshop” rather than effortless elegance. One viral reply nailed it: “Watching her trying to act sultry & like a model is nails on a chalkboard. She has no style or class & that’s why she fails. No one wants to emulate her or adopt her ‘lifestyle’. Fruit spread isn’t a lifestyle, Meghan.” Another observer pointed out the unhygienic vibe of products placed inches from open butter on a counter, while grammar sticklers pounced on a handwritten note in one image reading “youre beautiful” — yes, missing the apostrophe in “you’re.” For a brand that positions itself as elevated and curated, these amateur-hour details are damning.
Then there’s the Instagram profile picture update, which has become the punchline du jour. The new shot shows Meghan lounging in what looks like a designer armchair, surrounded by candles and spreads, with an expression that’s equal parts vacant and try-hard. As the original post so colorfully put it, it evokes a teen desperately posing for the ‘gram while clenching. Meghan has never been known for her modeling prowess — her Suits days relied more on dialogue than catwalk skills — but this feels like a new low. The overall aesthetic? Stale. Boring. Pretentious. It’s the same soft-focus, earth-toned, “quiet luxury” filter that’s been done to death by influencers half her age, but without the authenticity or viral spark.
Don’t even get started on the website refresh at asever.com. What was already a somewhat clunky online shop has apparently gotten uglier and less intuitive in the rebrand push. Navigation feels bloated, product pages overloaded with flowery “surprise and delight” copy that reads like word salad, and the high prices — think $58+ for small gift bundles of chocolate or honey — jump out without enough perceived value to justify them. Bundles promise “reset and rituals” with items like sage honey, peppermint tea, and a leather bookmark designed by Meghan herself (sold out in minutes, naturally, but only because of limited stock hype). Yet the whole presentation lacks polish, coming off as expensive hobbyist rather than premium lifestyle brand. One commenter summed it up: “The brand has yet to establish an identity, mission or vision. Another miss, as ever.”
This isn’t just a one-off flop; it’s the latest chapter in a saga of setbacks for the Sussexes’ commercial ventures. Originally launched as American Riviera Orchard in 2024 with much fanfare (and a Netflix tie-in), the brand hit trademark snags, supply chain drama, and endless delays. It rebranded to “As Ever” in early 2025 to broaden its scope beyond jams and jams alone, promising everything from home goods to garden items. But by March 2026, Netflix had quietly exited the partnership, with both sides issuing polite statements about “next chapters.” Insiders called it a mutual decision; skeptics saw it as the streamer cutting losses on a project that never quite delivered the buzz or sales it promised.
Now, operating independently, Meghan is pouring even more energy into positioning herself as the face of the brand — which, according to marketing pros, is exactly the problem. “Good marketing is believable. George Clooney works for Nespresso because people buy him before they buy the coffee. Authenticity sells,” one reply noted. “When the audience can see the performance instead of the person, the branding fails no matter how aesthetic the photos are. She is a fraud!!!” The over-the-top self-obsession — more outfits than a fashion week runway, constant close-ups, zero separation between “Meghan the celebrity” and “Meghan the jam peddler” — makes the whole thing feel performative rather than relatable. Who wants to drop $100 on overpriced fruit spread from someone whose entire empire seems built on borrowed royal cachet and endless pivots?
Royal watchers and longtime critics have been sounding the alarm for months. The brand’s inventory issues, high price points, and lack of a clear “why” have left it struggling to find its audience. American buyers aren’t exactly clamoring for British-style marmalade at premium prices when cheaper options abound, and the “lifestyle” angle feels derivative of everything from Gwyneth Paltrow’s Goop to established players like Martha Stewart (without the decades of credibility). As one X user quipped in the thread: “All that’s left in MM’s failing brand are 3 stale, lonely cookies 😢.” Another: “It’s almost an art in itself at how hilariously bad she is.”
Meghan has admitted in past interviews to learning from “mistakes” along the way, but this rebrand suggests the lessons haven’t quite stuck. Instead of streamlining or leaning into genuine strengths, she’s doubling down on the glossy, self-centered imagery that alienated people in the first place. The result? A campaign that feels less like evolution and more like admission of defeat — a frantic scramble to stay relevant as the Netflix deal fizzles and public interest wanes.
Predictably, the internet is divided along familiar lines: die-hard supporters gush over the “stunning aesthetic” and family cameos (including rare shots with Prince Harry), while the majority response is a collective groan of “not this again.” Comments flood in calling it “tacky,” “self-centered,” “awkward,” and “gross.” One standout: “She clearly thought she was going to become a billionaire lifestyle guru being married to a prince. It’s incredible that even with the title, fame & 80 staff from Netflix, she STILL managed to be a spectacular failure.”
At the end of the day, the numbers don’t lie, and neither do the optics. “As Ever” was supposed to be Meghan’s ticket to independent empire-building — a polished, profitable passion project blending her California roots with aspirational living. Instead, it increasingly looks like a vanity project doomed by poor execution, inauthentic branding, and one woman’s inability to step back from the spotlight. The latest refresh isn’t a reset; it’s a glaring neon sign screaming that the formula isn’t working.
As the original viral post so bluntly concluded: she honestly does truly suck at this. And unless Meghan finally learns to let the products shine instead of forcing herself into every frame, “As Ever” seems destined to join the long list of high-profile flops that promised the world and delivered… well, crappier than ever. Fans (and critics) will be watching closely to see if this is the final chapter — or just another doomed rebrand in a saga that refuses to end.
