Meghan Markle’s much-anticipated lifestyle brand, As Ever, launched with major fanfare and an immediate sell-out in April—but public relations experts are now questioning the Duchess of Sussex’s branding and rollout strategy, calling it “confusing” and “half-baked.”
Despite the collection flying off the digital shelves within hours, with products like a jar of honey selling out in just five minutes, the website has since remained dormant, with no restocks or updates offered to consumers.
The silence has left some customers and industry professionals puzzled. Speaking to Express UK, PR expert Renae Smith didn’t hold back in her criticism of the brand’s execution.
“It’s not surprising people are mocking it,” Smith said. “From a PR and brand-building perspective, the strategy feels a bit half-baked.”
While Smith acknowledged the success of the brand’s initial release—“selling out honey in five minutes is impressive”—she emphasized that the lack of follow-through has damaged momentum and potentially alienated early fans.
“It doesn’t take six months to source more honey,” she remarked, suggesting the current situation “screams lack of planning.”
Smith argued that if the sell-out was unexpected, it reflects a supply chain failure. Conversely, if it were part of a calculated scarcity model, the absence of ongoing engagement is a strategic misstep.
“If you didn’t expect to sell out, that’s a supply chain issue. If you did expect to sell out and this is part of the scarcity play, then where’s the plan to maintain engagement?” she said.
The expert went on to say that the current state of the brand gives the impression of confusion rather than exclusivity.
“Right now, it just looks like they launched, sold out, and then ghosted the audience,” Smith explained. “That doesn’t build anticipation; it creates the sense that the brand doesn’t know what it wants to be.”
Smith also warned against dragging out marketing campaigns, referencing the 13-month teasing period leading up to As Ever’s debut.
“If they plan on doing this for future collections, it’s bound to backfire,” she said. “It’s kind of insane—and honestly, boring—for the audience.”
Meghan, who has focused on her brand’s themes of wellness, home, and sustainability, has not issued any statements or updates regarding the next product release. For now, fans are left wondering whether As Ever is building a legacy or just another missed opportunity in celebrity branding.
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