The Duchess of Sussex, once hailed as a trailblazing entrepreneur, has stunned royal watchers with her latest As Ever drop — a basic box of matches to accompany her already pricey candles. Critics are calling it the ultimate symbol of a fading lifestyle brand.
In a move that has left even her most devoted supporters scratching their heads, Meghan Markle’s lifestyle brand As Ever has officially launched its newest product: matches.
Yes, matches.
The announcement came via an Instagram post showing one of her signature candles placed next to a sleek but unremarkable decorative box of matches. The caption? “A small spark, arriving tomorrow.”
The irony was not lost on observers. After stepping back from royal duties to pursue a grand vision of media dominance — complete with high-profile Netflix and Spotify deals worth tens of millions — the former actress and self-proclaimed “female founder” is now hawking what many are calling the most mundane product imaginable in 2026.
From Netflix Ambitions to Fire Starters
Meghan Markle has positioned As Ever as a premium lifestyle brand offering elevated everyday essentials. Previous drops have included artisanal jam, honey, tea blends, rosé wine, and notably, a set of four candles priced at a staggering $190. Now, customers can complete the set with the new matches — pushing the total cost for the candle-and-match experience north of $260.
One X user ran the numbers and summed up the public sentiment perfectly: “You’re looking at $260 to get the candles plus the bonus matches. A bonkers way to acquire matches in 2026.”
The product itself is not marketed as some revolutionary fire-starting technology or handcrafted artisan piece with rare materials. It’s presented as a stylish accessory to go with the candles — decorative packaging meant to evoke luxury and intention. Yet for many, it feels like the latest sign that As Ever has pivoted from ambitious empire-building to selling increasingly niche (and expensive) home goods.
The Sausage Squad Reacts: Divided Loyalties
Meghan’s loyal fanbase, affectionately (and sometimes mockingly) dubbed the “Sausage Squad,” showed visible cracks in response to the launch. While some enthusiastically praised the “thoughtful” addition to the collection and celebrated the “cozy vibes,” others openly questioned whether the post was satire.
The divided reaction highlights growing fatigue even among supporters. After years of brand relaunches, product drops, and lifestyle messaging, many are wondering what happened to the larger vision.
The Bigger Picture: Building a Hotel One Jar at a Time?
According to trademark filings, Meghan has been quietly securing rights for As Ever in hospitality categories — hotels, restaurants, and related services. The strategy appears clear: create a complete lifestyle ecosystem where customers gradually purchase every element of an elevated experience.
Buy the jam. Add the honey. Get the tea. Pour the wine. Light the $190 candle with the new matches. Sprinkle some dried flowers on the bed for that “wabi-sabi” aesthetic. Suddenly, you’ve assembled what critics are calling “a rather basic hotel room” — one $64 product drop at a time.
One commentator put it bluntly: “Rachel is not confused. Rachel is playing a very long, very expensive game of lifestyle chess — only against herself.”
Whether that vision will ever materialize into actual As Ever hotels or branded retreats remains to be seen. For now, the brand continues its slow rollout of home goods while questions swirl about its long-term viability.
A Small Spark for a Struggling Brand?
The “small spark” caption has become fodder for memes and commentary across social media. Many see it as unintentionally revealing — an accurate description not just of the match, but of the momentum behind Meghan’s post-royal business ventures.
After the much-hyped Netflix series that failed to deliver on its promises, the Spotify podcast deal that ended prematurely, and multiple rebrands of her lifestyle efforts, As Ever’s trajectory feels more like niche e-commerce than the media empire once promised.
Supporters argue that critics are being unfair — that building a lifestyle brand takes time and that selling beautiful objects that bring joy is valid. Detractors counter that charging luxury prices for everyday items while leaning heavily on royal-adjacent fame reveals a fundamental disconnect.
As the matches ship out to eager (or curious) buyers this week, one thing is certain: Meghan Markle continues to dominate headlines, even if the conversation has shifted from royal drama to decorative fire starters.
Will this “small spark” ignite something bigger for As Ever? Or is it simply more fuel for the conversation about what the Duchess’s empire was truly meant to become?
Only time — and future product drops — will tell.
