AceShowbiz - Meghan Markle's lifestyle brand, As Ever, is marking its first anniversary today, having built a strong following in the United States. Since its launch on April 9, 2025, the brand’s products—ranging from wines and jams to flower sprinkles and herbal teas—have been highly sought after, often selling out within hours of release. However, despite the brand’s success, As Ever remains exclusively available to customers within the 50 US states, leaving international fans, including those in the UK, unable to purchase the products.

The decision to limit shipping to the United States has sparked curiosity, especially considering Meghan Markle’s former ties to the UK as a working royal. Yet, a brand and culture expert has offered insight into why the Duchess of Sussex’s products haven’t expanded to her former home market. According to expert Nick Ede, the primary factor is related to Meghan’s current public appeal and the competitive nature of the UK consumer market.

"I don't think the UK is a focus for the As Ever brand as it's driven by popularity and at the moment Meghan doesn't have the star power in the UK that she once had," Ede told the Express. He also pointed out that UK consumers might find some of the brand’s product concepts unfamiliar, such as flower sprinkles, which are less common in the British market.

Additionally, Ede highlighted the saturated nature of the UK’s beverage market, noting, "There is such a huge choice of rose wines in the UK from Kylie Minogue to Lady A that another brand just won't drive the volume or demand that they will need to make it a success." This competitive environment makes launching As Ever in the UK a more challenging prospect compared to the US market, where the brand has found a more receptive audience.

Since its inception, As Ever has focused exclusively on American customers. Despite this, the brand has seen steady growth. Although official sales figures have not been publicly shared, data compiled by Newsweek from SimilarWeb indicates that the As Ever website experienced a 36% increase in visits between October 2025 and January 2026. The website recorded 196,831 visits in October, rising to 268,200 in January, with a steady 245,982 visits in December. These numbers point to growing interest and engagement with the brand over the past several months.

Meghan Markle and her team have worked to maintain the availability of many core products, restocking inventory to meet demand. The brand’s growth, despite its US-only shipping policy, suggests a strong foundation and potential for future expansion. The team behind As Ever has expressed satisfaction with the brand’s progress during its first year and has plans to continue improving and possibly broadening its reach.

While the initial launch faced some early challenges, Meghan is reportedly eager to learn from these experiences to sustain and enhance the brand’s momentum. The company has yet to announce any plans to expand shipping to other countries, including the UK, but the brand’s trajectory suggests that such developments could be considered as it looks toward the future.

In summary, Meghan Markle’s As Ever brand has thrived within the United States but remains unavailable to UK consumers primarily due to her diminished star power in the British market and the highly competitive landscape for similar products. For now, fans outside the US will have to wait for any potential international expansion, as the brand continues to build its presence and refine its offerings in the American market.