- Meghan Markle launches As Ever, a lifestyle brand inspired by Goop but positioned for exclusivity.
- The brand emphasizes artisanal home essentials with a signature personal touch.
- Meghan aims to redefine lifestyle royalty with elegance and elite influence from Montecito.
Meghan Markle’s new brand As Ever marks a striking pivot in her public narrative — from royal figure to luxury lifestyle entrepreneur.
What sets Meghan’s brand apart is her selective approach to visibility and cultural relevance. By avoiding polarizing tactics and focusing on authenticity, As Ever leans into a timeless aesthetic rooted in personal storytelling and craftsmanship.
Curated, Not Common: Inside Meghan Markle’s Exclusive Lifestyle Brand ‘As Ever’
As Ever isn’t just another celebrity brand — it’s Meghan Markle’s attempt to redefine modern luxury through a lens of personal identity and exclusivity. The products, which focus on beautifully crafted home essentials, reflect a quiet sophistication more akin to European couture than influencer-driven labels.
Unlike Gwyneth Paltrow’s Goop, which built its reputation on wellness experimentation and buzz-worthy price tags, Meghan’s brand steers away from provocation. She’s not seeking to dominate every corner of the lifestyle market but rather create a space that mirrors her Montecito lifestyle — serene, stylish, and deliberately curated.
The brand launch also signifies Meghan’s pivot away from mainstream entertainment and media ventures. With As Ever, she’s crafting a long-term vision rooted in slow luxury and subtle influence, rather than viral moments. This signals a strategic detachment from broader fame culture in favor of legacy building.
Even the rumored rivalry with Paltrow was used playfully. A joint Instagram video lightly mocked the idea, portraying both women as supportive and self-aware. It’s a calculated move — one that positions Meghan as savvy enough to stay relevant while rising above tabloid narratives.
Meghan Markle’s As Ever is more than a brand — it’s a blueprint for evolving influence, fusing royal elegance with California cool to shape her next chapter in quiet power.
“There was the thought that she could dominate any space she decided to get into. But she doesn’t want to be accessible.”
