Meghan Markle’s lifestyle brand As Ever has come under fire following reports of overselling during its latest product launch — a misstep that some experts say could hurt the brand’s credibility if not addressed quickly.
The controversy stems from the high demand for As Ever’s new apricot spread and honey, which sold out within hours of their debut. However, excitement soon turned to disappointment for some customers who received cancellation notices and refunds after their orders couldn’t be fulfilled.
Branding expert Natalie Trice warned that such oversights, especially when repeated, can seriously damage consumer trust. Speaking to the Daily Mail, Trice said, “When people spend their money and engage with a story or lifestyle, only to be let down at the point of fulfilment, it breeds frustration and scepticism.”
While occasional overselling might be understandable — particularly with celebrity-backed brands facing unpredictable surges in demand — Trice emphasized that repeated errors suggest “poor planning” and a failure to learn from past mistakes.
The situation was further aggravated when Meghan shared a polished image of herself picking apricots after the incident, which some critics called tone-deaf. “Meghan’s brand has potential,” Trice noted, “but consumer goodwill is a limited resource. If customers feel like an afterthought or are let down repeatedly, they’ll simply walk away — and the headlines will continue to overshadow the actual products and mission.”
As Ever launched earlier this year with Meghan positioning it as a blend of wellness, authenticity, and California lifestyle branding. But experts say if the Duchess of Sussex wants the brand to grow sustainably, she’ll need to focus on better inventory management and customer experience — before image-building.
