Meghan Markle News: Lifestyle empire or brand bubble? - Film Daily

Meghan Markle’s As Ever concept is framed as a test of whether her lifestyle business can outlast dependency on her personal visibility, amid mixed performance and partnership changes. The brand launched its first broad release in April 2025, followed by an underperforming Netflix companion series and an early end to a streaming deal in March 2026. The article says the rebrand from American Riviera Orchard to As Ever occurred in February 2025, positioning the line as expandable beyond Montecito references and enabling additional product categories including candles, wine, leather goods, and chocolate, while keeping prices between $9 and $64. It adds that trademark filings surfaced in Australia in April 2026 after Netflix pulled back. Sales momentum is highlighted, including a January 2026 “A Moment to Unwind” bundle selling out in under 30 minutes, though questions remain over repeat purchasing without the series.