In the first major launch for Meghan, Duchess of Sussex’s brand since its split from Netflix, As Ever is expanding beyond jams, honeys, and teas. Town & Country can exclusively confirm that starting this week, As Ever will lean into expanded fragrance and “apothecary” offerings, and will focus more broadly on gifting in the future.
“The goal for As ever has always been finding ways we can bring beauty and ease to your life—as a host, as a guest, as a friend, as a mom,” Meghan tells Town & Country. “In whatever way you show up, I want As ever to make it feel special. It began with a pot of jam, and a collection for your kitchen and now we are excited that the collection will soon expand into other parts of your home. It’s a very special time and I’m proud of what we are creating.”
For its first drop under Meghan’s independent leadership, As Ever will debut a Mother’s Day collection this upcoming Wednesday, April 22, ahead of the May 10 holiday.
New products in the collection include two candles inspired by Meghan’s children: Signature Candle No. 506 (referencing Prince Archie’s May 6 birthday) and Signature Candle No. 604 (a nod to Princess Lilibet’s June 4 birthday). The Archie candle is described as a “warm, comforting scent” with notes of ginger, neroli, and cashmere bringing a “soft, familiar ease into the room.” The Lili candle, meanwhile, is a “light, floral scent” that will add “a sense of brightness and openness to the home” with notes of amber, water lily, and santal, meant to evoke “daydreams in the garden.” Both candles will retail for $64.
The inclusion of her children in As Ever branding is not new for Meghan, though this is the first time they explicitly appear in marketing materials for specific products. Ahead of As Ever’s launch last year, the homepage for the site featured a photograph of her and Lilibet. During an episode of her Confessions of a Female Founder podcast, Meghan mused to Beyoncé’s mom Tina Knowles, “I wonder if one day I’ll be in business with Lili and we’ll be building something.”
As Ever
Meghan and Lilibet in the launch for As Ever.
She expanded further on why she wants to include her daughter in her brand in an interview last year. “Being able to have my own little girl, as I’ve spent so much of my life championing the rights of girls and women, and to be able to see this as a multigenerational story—Archie is of course included in that, my husband is of course included in that—but I love the heritage feeling of it and knowing this is something that I can create in front of my daughter and teach her what it’s like to be a working mom,” the Duchess of Sussex told People. “This is something that hopefully can be part of her legacy too.”
More recently, both Lilibet and Archie featured in behind-the-scenes video of an As Ever shoot, shared to Meghan’s Instagram.
In addition to the two new candles, as part of the forthcoming Mother’s Day collection, As Ever will be debuting a new matchbox, and another collaboration with Compartes chocolate featuring caramel chocolate with marigold flower sprinkles. The candles inspired by Archie and Lilibet join Signature Candle No. 084, a nod to her own birthday, and Signature Candle No. 516, which references her wedding anniversary with Prince Harry.
As Ever
The new Compartes chocolate collaboration features a blue, floral box.
In bundles, customers can purchase “The Mother’s Day Edit,” featuring the two new candles, matchbox, and chocolate (retailing for $156); the “The Sweetest Mom Set,” which has “pantry favorites” from As Ever, including sage honey, flower sprinkles, strawberry spread, orange marmalade, and chocolate ($105); the “Mother’s Day Tea for Two” which features the brand’s peppermint tea, lemon ginger tea, honey duo, and chocolate ($118); and the “Signature Scent Collection” which features all four candles and matches ($256).
Emily Burack (she/her) is the Deputy Digital Editor for Town & Country, where she covers entertainment, celebrities, the royals, and a wide range of other topics. Before joining T&C, she was the deputy managing editor at Hey Alma, a Jewish culture site. Follow her @emburack on Instagram, Twitter, and other social media platforms.