The Duchess of Sussex has finally unveiled her much-anticipated lifestyle brand, As Ever, and it seems the wait was worth it. Today, April 2, the collection of carefully curated products hit the virtual shelves at 9 a.m. EST—and within a mere 20 minutes, several items had already sold out.
“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. “It’s just the start @aseverofficial 🎉 Here we go!”
Earlier today, Meghan announced the launch with an initial post, saying, “We’re live! Come shop the As ever collection I’ve poured so much love into. So excited to share this with you.” Her post included a telling asterisk: “Limited quantities for each seasonal drop”—a prescient warning for fans who might have hesitated to click “purchase.”
The inaugural collection, developed in partnership with Netflix’s CPG division, features an assortment of items priced between $12 and $28. The lineup includes 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.
Shop As Ever
Raspberry Spread in Keepsake Packaging
Limited-Edition Wildflower Honey with Honeycomb
Shortbread Cookie Mix with Flower Sprinkles
In a 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.”
For those who missed out on this first drop, there’s hope on the horizon—Meghan plans to roll out new As Ever collections seasonally, with shipping currently available across all 50 states and international expansion in the works. The question remains whether the brand’s initial success will translate into lasting appeal, but one thing is certain: Meghan Markle knows how to make an entrance.
Julia Cancilla is the engagement editor (and resident witch) at ELLE Decor, where she manages the brand’s social media presence and covers trends, lifestyle, and culture in the design world. Julia built her background at Inked magazine, where she grew their social media audiences by two million, conducted interviews with A-list celebrities, and penned feature articles focusing on pop culture, art and lifestyle. Over her five years of digital media experience, Julia has written about numerous topics, from fashion to astrology.