The Duchess of Sussex unveiled her much-anticipated lifestyle brand, As Ever, back in April, and it seems the momentum hasn’t slowed down. When the collection first launched on April 2, 2025, almost all of the items sold out within a mere 20 minutes.
“Our shelves may be empty, but my heart is full! We sold out in less than one hour and I can’t thank you enough…for celebrating, purchasing, sharing, and believing,” Meghan wrote on Instagram at the time. “It’s just the start @aseverofficial 🎉 Here we go!”
The inaugural collection, developed in partnership with Netflix’s CPG division, featured an assortment of items priced between $12 and $28. The lineup included a raspberry spread (available in keepsake packaging for $12 or soon-to-come standalone for $9), limited-edition wildflower honey with honeycomb ($28), three varieties of herbal teas (hibiscus, peppermint, and lemon ginger at $12 each), a French-style crepe mix ($14), shortbread cookie mix with flower sprinkles ($14), and the already-iconic flower sprinkles ($15) that featured prominently in her Netflix series, With Love, Meghan.
As Ever Products
Raspberry Spread in Keepsake Packaging
Limited-Edition Wildflower Honey with Honeycomb
Shortbread Cookie Mix with Flower Sprinkles
In her original newsletter sent to subscribers, Meghan shared the personal connections behind her products: “Every item is inspired by the ways I show care to the people in my life, like the lemon ginger tea blend which is a fuss-free spin on the warm drink I make at home using fresh lemons from the garden. Or the crepe mix that transforms a typical weekend breakfast into a chance to reminisce. Crepes remind me of my time backpacking through France as a student.”
Now, a few months later, those who missed out on that initial drop finally have reason to celebrate. According to Vanity Fair, sources closed to the Duchess confirm that As Ever products are set to be restocked soon. The Duchess recently concluded her entrepreneurship-focused podcast series and has strategically been planning for the brand’s next phase.
During her podcast, she revealed that she wants to focus on the hospitality elements that define As Ever, and has been analyzing customer data and seasonal preferences, while sticking with products rooted in home and garden inspiration.
While we await restocks of the original favorites, industry insiders suggest that significant product line expansions likely won’t arrive until early 2026. The second season of With Love, Meghan aired this past March, and the brand maintains its connection to the show.
Julia Cancilla is the engagement editor (and resident witch) at ELLE Decor, where she oversees the brand’s social media platforms, covers design trends and culture, and writes the monthly ELLE Decoroscope column. Julia built her background at Inked magazine, where she grew their social media audiences by two million and penned feature articles focusing on pop culture, art, and lifestyle.