Meghan Markle’s ‘As Ever’ lifestyle brand is leaning into U.S. production, Netflix synergy, and candid storytelling to stay recession-proof in a volatile market.
At a Glance
- ‘As Ever’ products are U.S.-made, insulating them from Trump-era tariffs
- Meghan Markle focuses on “accessible luxury” in times of economic stress
- First product drop—honey and teas—sold out within an hour
- Brand partners with Netflix, linked to her new series “With Love, Meghan”
- Markle launched a podcast offering real-time entrepreneurial reflections
‘As Ever’ Avoids Tariff Trouble
Meghan Markle’s lifestyle brand, As Ever, is sidestepping one of the major economic hurdles facing many U.S. companies—tariffs. Thanks to domestic production, the brand has shielded itself from potential cost spikes tied to former President Donald Trump’s revived tariff policies.
Watch Meghan Markle discuss tariffs and business on YouTube.
“All of our products are currently made in the U.S., so we don’t anticipate tariffs affecting us directly,” Markle said in a recent interview, underscoring the importance of that supply chain decision. Still, she acknowledged broader concerns, saying her team is monitoring how tariffs might impact consumers’ wallets overall.
Selling Luxury in a Recession
Core to As Ever’s mission is what Markle calls “accessible luxury”—premium-style products at a price point that doesn’t alienate cost-conscious buyers. “I think during any time of recession, people still want to find creature comforts, items that can bring them joy,” she said.
That philosophy appears to be paying off. The brand’s first product drop, featuring wildflower honey and artisanal teas, sold out in under an hour. According to Page Six, demand surged following initial previews tied to Markle’s brand teaser campaign and newsletter rollout.
Netflix Partnership Expands Reach
Strategic partnerships are also playing a key role in As Ever’s success. The brand is collaborating with Netflix’s consumer products division, an alliance rooted in Markle’s longstanding relationship with the streaming giant. Executives reportedly received hand-delivered jars of her jam last year, sparking conversations that led to the collaboration.
The Netflix connection extends beyond merchandise. Her new unscripted series, With Love, Meghan, is set to premiere later this year and is expected to cross-promote As Ever offerings as part of a larger lifestyle experience.
Markle Shares Founder Struggles
In addition to the brand and the show, Markle recently launched a podcast titled Confessions of a Female Founder. The debut episode features Bumble CEO Whitney Wolfe Herd and opens with Markle discussing deeply personal topics, including postpartum preeclampsia and the emotional toll of public life.
“I’m talking about what I’m going through as I’m going through it—not with reflection after some time,” she explains, aiming to present a real-time lens into her experiences as a businesswoman and public figure. The podcast is expected to become a regular touchpoint for fans and aspiring entrepreneurs.
Looking Ahead
With its early wins in product sell-through, celebrity branding, and retail partnerships, As Ever is poised to become a staple in the high-end wellness space. By balancing authenticity, smart logistics, and strategic alliances, Meghan Markle’s latest venture is charting a path that avoids economic headwinds and capitalizes on narrative-driven branding.
