Meghan Markle’s As Ever Brand Faces New Questions As Influencer Strategy Takes Shape

Meghan Markle’s lifestyle brand, As Ever, is facing renewed attention as reports suggest the Duchess of Sussex may be adjusting her promotional strategy in an effort to strengthen interest in the business.

The brand, which began after an earlier false start under the American Riviera Orchard name, was originally expected to benefit heavily from Meghan’s global profile. As a former working royal, actress, and media figure, Meghan entered the lifestyle market with major visibility and strong public recognition.

However, the challenge for As Ever has become increasingly clear. Visibility does not always translate into consumer loyalty, and public curiosity does not always become consistent sales.

Recent commentary has focused on Meghan’s use of influencer-style promotion, with outside personalities presenting As Ever products in polished lifestyle settings. This marks a noticeable shift from a brand strategy centered almost entirely on Meghan’s own image, home life, and personal identity.

For some observers, the move is a practical marketing decision. Influencer partnerships are common across the lifestyle, beauty, food, and home industries. Brands frequently use creators with dedicated audiences to reach new customers, improve presentation, and create more natural-looking product demonstrations.

In that sense, Meghan’s team may be attempting to expand the reach of As Ever beyond royal watchers and celebrity media audiences. By placing products in the hands of influencers, the brand can test whether customers respond better to the items themselves rather than the Duchess’s personal story.

However, critics argue that the strategy carries risk. If As Ever products perform better when promoted by influencers than when presented by Meghan herself, it may raise uncomfortable questions about whether the Duchess is the brand’s greatest strength or its biggest obstacle.

That question sits at the center of the current discussion.

From the beginning, As Ever has relied heavily on the idea of Meghan as a lifestyle tastemaker. The brand’s appeal has been built around elegance, domestic warmth, curated entertaining, and a soft California image. Yet the public reaction has often been mixed, with some praising the aesthetic while others questioning the commercial direction, product pricing, and authenticity of the overall concept.

There has also been discussion about product presentation. Some observers have questioned whether the brand’s jams, spreads, candles, and related items have been marketed in a way that matches the luxury image Meghan appears to be aiming for. In the lifestyle market, presentation is critical, especially when a brand is trying to move from celebrity curiosity into repeat customer behavior.

The decision to involve influencers may therefore be an attempt to improve visual storytelling and create stronger product appeal.

The timing is also significant. Meghan’s brand has faced repeated questions over stock, sales momentum, and future investment. While the company still attracts attention due to her name, reports have suggested that consumer demand may not be as strong as initially expected.

If the brand is now testing affiliate-style partnerships or revenue-sharing arrangements with influencers, it may indicate a new effort to drive sales more directly.

This approach is not unusual. Many lifestyle companies depend on creator marketing, especially when targeting niche communities or seasonal consumer moments. Influencer partnerships can help brands appear more organic, aspirational, and accessible.

However, As Ever is not an ordinary lifestyle start-up. Because Meghan is a duchess and one of the most discussed public figures in the world, every commercial decision is viewed through a royal and reputational lens.

That makes even standard marketing moves appear more significant.

The broader challenge for Meghan is that As Ever must establish a clear identity separate from royal controversy. The brand cannot survive indefinitely on headlines alone. To grow, it needs reliable products, repeat customers, strong distribution, and a clear reason for consumers to choose it over established competitors.

Meghan’s supporters may see the influencer strategy as a smart evolution. Critics may view it as a sign that the original model has not worked as expected.

Either way, the move suggests that As Ever is entering a more practical and competitive stage. The brand may now need to prove itself not just as a celebrity venture, but as a functioning lifestyle business.

For Meghan Markle, the question is no longer whether people will look. They already have. The real question is whether they will buy, return, recommend, and trust the brand enough to keep it alive.

As Ever’s next phase may reveal whether Meghan’s lifestyle ambitions can move beyond curiosity and become a sustainable commercial success.