By Katherine Tinsley
10:18am PDT, Oct 29, 2025
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After Meghan Markle posted an Instagram video with unnamed makeup products, rumors quickly swirled that she might be working on a new line.
"Meghan has always been strategic when it comes to brand building," PR expert
Dermot McNamara told
OK! U.K. "The U.S. has embraced her as a lifestyle tastemaker and launching a beauty line would be a natural next step."
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"In many ways, she's channeling the blueprint of women like Victoria Beckham and the Kardashians, who've turned their personal image into global empires," Dermot McNamara continued.
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GB News reported Meghan Markle's As Ever trademark lists "skincare, cosmetics and fragrances," so it is likely she will expand the line.
"By doing her own makeup and showing it online, she's repositioning herself as relatable, hands-on and creative, all traits that resonate with beauty audiences in 2025," Dermot McNamara said. "Fans buy into personality as much as product and Meghan is taking ownership of both."
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"From the blurred product shots in her reels to references to her 'signature glow,' she's clearly positioning herself as a self-made entrepreneur rather than a royal adjunct," Dermot McNamara continued. "It's smart, modern and completely in tune with the American consumer."
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Meghan Markle and
Prince Harry first pursued joint opportunities in the U.S., but the couple is now focusing on their own brands.
"She'd love for Harry to be involved in whatever she's doing, but that's not how it's played out, so this is something she'll have to do by herself," a source told the outlet. "She's prepared to go it alone and will stop at nothing to make a success of As Ever."
