By Molly Claire Goddard
12:35pm PDT, Oct 29, 2025
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Meghan Markle's As Ever brand isn't meeting expectations. According to a royal expert, there are three significant problems with the company's latest batch of products.
Keep reading to see what Meghan got wrong…MORE:
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Journalist
Alicia Liberty first targeted Meghan Markle's new No. 084 candle, priced at $64 and described as a "luxury scented candle" with notes of "water lotus, sandalwood and California poppy." However, the candle isn't different from those sold at much lower price points. "While it may look lovely and soothing, let's be honest, it looks suspiciously like Aldi's Hotel collection classic ceramic candle, which costs just £6.99 [or about $9]," she wrote for the
Daily Express. "Both come in white ceramic jars embossed with a pretty pattern and promise a calming aroma. The difference? One costs less than a takeaway pizza and the other could cover your weekly food shop."
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Alicia Liberty then called out Meghan Markle's As Ever hot toddy mulling spice kit, which costs $16 and comes in a beautiful black-and-gold packaging — but includes ingredients that shoppers likely already own. "The hot toddy is a British winter staple, not some exclusive Californian concept," she wrote. "Our grandmothers have been making this for generations and you probably have everything in your kitchen cupboard already. Queen Elizabeth II would be turning in her grave. Meghan once again coining in on the monarchy."
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Alicia Liberty also complained about Meghan Markle's As Ever honey duo gift set, which includes jars of wildflower and orange blossom honey and will set you back $62. "This looks beautifully presented in her signature packaging, but strip away the branding and it's just honey," she wrote. "Not even rare honey. Holland and Barrett sells its own orange blossom honey for £4.50 [or about $6]. Fragrant, natural and made by bees that forage on actual orange blossoms. That's over 10 times cheaper than Meghan's version."
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Despite Meghan Markle's best efforts to create a luxury brand, the products seem like a money grab. "This As Ever collection feels completely disconnected from the people she once claimed to represent, the everyday woman," Alicia Liberty wrote. "It's a line that preaches mindfulness and accessibility. But in reality, it's as out of reach as ever. These are basic home comforts, a candle, a hot drink, a jar of honey, sold at royally ridiculous prices."
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While Meghan Markle may want to keep her prices high to stay competitive, Alicia Liberty feels she should reevaluate them. "As someone who's spent years analyzing royal wardrobes and lifestyles, I can safely say this. Luxury isn't about cost," she wrote. "It's about quality, authenticity and heart. And sadly, As Ever feels like it's missing all three."
