Meghan Markle kicked off 2025 by activating a personal social media account under the handle @meghan and has quickly grown the account to 2.7million followers – but there is only one Instagram account the Duchess of Sussex follows – her own lifestyle brand, As Ever.
As Ever has 822K followers and the brand also only follows Meghan’s own Instagram account. The account was previously named ‘American Riviera Orchard’. Meghan, 43, first unveiled the rebranded name of her lifestyle brand on February 17.
Speaking in a selfie-style video on her @meghan Instagram page, she said: “The cat’s out of the bag. I’m shocked we’ve kept this a secret for so long. In two weeks my show is coming out, which I’m so excited for. And also my business, which I think there has been a lot of curiosity about.”
Meghan Markle continued: “Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood; it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area.
“Then Netflix came on, not just as my partner in the show, but as my partner in my business. which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever.”
Referencing The Tig, the lifestyle blog that Meghan ran before marrying Prince Harry in 2018, she explained that As Ever would focus on sharing her passions.
Since then, Meghan has released the first collection of the brand, selling-out the limited edition products some of which include herbal teas, flower sprinkles and crepe mix.
After the products were sold, Meghan wrote on her personal platform: “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. It’s just the start @aseverofficial ?????? Here we go!”
Since then, Meghan has pushed other areas of her passions on her Instagram page, including her Netflix show ‘With Love, Meghan’ and her podcast alongside Lemonada Media, titled ‘Confessions of a Female Founder’.
Meghan has also shared many but selected images of her two children, Prince Archie and Princess Lilibet, without their faces being displayed to protect their privacy.
Her inaugural post featured a black-and-white video of herself drawing the numbers ‘2025’ in the sand on a beach near her Montecito, California home, a moment captured by her husband, Prince Harry.