Meghan Markle's lifestyle brand, As Ever, has achieved notable commercial success since its launch in April 2025. The initial collection, which included artisanal food items and teas, sold out within minutes of becoming available. This trend of rapid sell-outs continued with the introduction of a Napa Valley rosé in July 2025, which also sold out almost instantaneously. The 2023 vintage of the rosé sold out in 45 minutes on July 1st, and the subsequent 2024 vintage, released on August 5th, saw 10,000 bottles purchased in the first 10 minutes. A significant 20% of these August purchasers were repeat customers, many opting for larger pack sizes, indicating strong customer loyalty. The brand spokesperson stated that inventory for the August release was increased threefold compared to the July release, with first-day sales nearly 50% higher than the July drop.
Despite these commercial successes, some experts have voiced concerns regarding the rapid sell-out cycles, suggesting they could create "credibility issues" if perceived as manufactured scarcity. Nevertheless, As Ever's strategy appears to resonate with a substantial consumer base, as demonstrated by consistent sell-outs and repeat purchases. The brand's initial product offerings, such as raspberry jam and flower sprinkles, also experienced immediate sell-outs, reinforcing the strong consumer demand for As Ever's curated lifestyle products. The brand's approach, emphasizing thoughtful living and artisanal quality, seems to have found a receptive market, positioning As Ever as a notable player in the lifestyle sector. The launch and subsequent successes of the brand have occurred concurrently with the release of Markle's Netflix series, "With Love, Meghan," which has received a mixed spectrum of reviews, with some critics noting its highly curated nature. Reports indicate that a second season of the series is already in production.