Meghan Markle announces official launch of her lifestyle brand As Ever: ‘Through thick and thin’

New York Post - Apr 2nd, 2025
Open on New York Post

Meghan Markle, Duchess of Sussex, has officially launched her long-awaited lifestyle brand 'As Ever.' To mark this milestone, Markle shared a series of Instagram posts with her 2.6 million followers, featuring her cooking with the brand's products, including jams and preserves. A video highlighted a dessert named after her daughter, Princess Lilibet, with Markle's mother, Doria Ragland, sampling it. Markle also expressed gratitude to her team of male creatives who have supported her endeavors over the years. In addition to social media posts, Markle sent an email through the 'As Ever' newsletter, reflecting on her fond memories of England and the inspiration behind some of her products.

The launch of 'As Ever' marks a significant step in Markle's post-royal career, as she continues to build her personal brand beyond her previous lifestyle blog, The Tig. The initial product lineup includes jams, preserves, wildflower honey, herbal teas, crepe mix, and shortbread cookies with flower sprinkles, showcasing a blend of creativity and personal nostalgia. This venture not only expands Markle's entrepreneurial footprint but also highlights her interest in creating meaningful connections through culinary experiences. As a public figure, her brand launch is set to attract attention from both her fanbase and the wider market, potentially influencing lifestyle trends.

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RATING

6.8
Fair Story
Consider it well-founded

The story about Meghan Markle's lifestyle brand launch is well-crafted, providing accurate and clear information about the event. It effectively captures reader interest through its focus on a high-profile figure and a culturally relevant topic. While the article excels in clarity and timeliness, it could benefit from greater balance and transparency by including diverse perspectives and detailing the verification process. The reliance on Meghan's direct communications ensures authenticity but limits the depth of analysis. Overall, the story is engaging and informative, appealing to readers interested in celebrity culture and lifestyle products.

RATING DETAILS

8
Accuracy

The story about Meghan Markle's launch of her lifestyle brand, As Ever, is largely accurate in its claims. The announcement of the brand's launch and the description of the product lineup, including jams, herbal teas, and shortbread cookies, align with available information. Meghan's social media activity, such as sharing videos and thanking her creative team, is presented with precision. However, the story mentions specific details like the exact number of Instagram followers and the name of a dessert, which would benefit from direct verification through her social media accounts. Overall, the story presents a truthful picture, but some details could be further cross-verified.

7
Balance

The article primarily focuses on Meghan Markle's perspective and her actions surrounding the launch of As Ever. It highlights her personal reflections and gratitude towards her team, offering a positive portrayal. However, the story lacks other viewpoints, such as reactions from consumers or industry experts, which could provide a more rounded perspective. The article does not demonstrate overt favoritism but could benefit from including a broader range of perspectives to enhance balance.

8
Clarity

The article is well-structured and uses clear language to convey the story of Meghan Markle's brand launch. The narrative flows logically from the announcement to the details of the products and her personal reflections. The tone is neutral, focusing on factual reporting without sensationalism. The clarity of the language ensures that readers can easily understand the key points of the story.

6
Source quality

The article's sources are primarily Meghan Markle's social media posts and her newsletter, which are direct and reliable sources for her statements and actions. However, the lack of additional sources, such as industry experts or market analysts, limits the depth of the reporting. The reliance on Meghan's personal communications provides authenticity but also restricts the article's scope in terms of external validation and broader context.

5
Transparency

The article provides clear information about Meghan Markle's statements and actions, but it lacks transparency regarding the methodology of how these details were obtained or verified. There is no disclosure of potential conflicts of interest or biases, which would be beneficial for understanding the article's impartiality. The basis for claims is Meghan's own communications, but the article could be more transparent about its sourcing and verification process.

Sources

  1. https://www.marieclaire.com/celebrity/royals/meghan-markle-as-ever-major-announcement-launch/
  2. https://people.com/meghan-markle-announces-as-ever-products-for-sale-this-week-11705941
  3. https://whatmeghanwore.net/meghans-lifestyle-brand-as-ever-officially-launches-this-week/
  4. https://www.elle.com/culture/celebrities/a63828624/meghan-markle-as-ever-brand-details/
  5. https://www.justjared.com/2025/03/31/meghan-markle-announces-lifestyle-brand-as-evers-first-products-launching-this-week/