Meghan Markle stepped into the lifestyle space with As Ever, a brand that feels more like a warm embrace than a product line. Soft linens, golden jars of honey, and a touch of rustic charm turned everyday moments into something almost cinematic. The first release sold out in just 45 minutes, sending subtle shockwaves through the internet’s cozy corners. Behind the curated calm was a quiet power move. And now, despite plagiarism issues, shelves are restocked, interest has soared, and the numbers have doubled—proof that the vision is only growing.

Markle’s As Ever sold out yet again—this time with ten times the inventory. What began as a quiet launch sparked a full-blown phenomenon.

From jam to jackpot: Meghan Markle’s As Ever vanishes from shelves once more

It is difficult to fault Meghan Markle for her joy—her brand is clearly having a moment. For the first time since launching, As Ever is offering insight into how the brand is performing. In an exclusive statement to InStyle, the team shared that “the response to this collection has been truly overwhelming,” even after expanding production. Despite the inventory being nearly ten times larger than the first drop, demand still outpaced supply. Even the flower sprinkles, which she anticipated would be a bestseller, sold out almost instantly.

The June 20 drop brought another wave of frenzy. With eight curated items and double the site traffic from the first launch, everything sold out in just four hours. Two newcomers—the apricot spread and a limited-edition orange blossom honey—vanished first. A spokesperson admitted demand is still surpassing projections, calling it both thrilling and tricky as the team works to balance quality with the ever-growing appetite for As Ever products. Amid the mounting excitement, the Duchess of Sussex took a moment to send a heartfelt message to her fans before the launch.

Just days before the As Ever restock, Meghan Markle shared a heartfelt note of gratitude, thanking loyal fans whose enthusiasm turned jam jars and linens into sold-out gold.

A royal thank-you: Meghan Markle shows love to her loyal fans

Three days before unveiling the latest As Ever collection, the Duchess of Sussex shared a dreamy glimpse into what was coming next. Her Instagram post featured a soft, scenic moment—walking across a flower-lined bridge under a canopy of trees—paired with the caption, “How sweet it is to be loved by you 🎶.” The message carried more than charm; it was a warm, melodic thank-you to her supporters. She followed it with a cheerful nod to the excitement surrounding the seasonal drop.

With a final wink to her followers, Meghan Markle ended her caption with “Three more sleeps…,” adding a touch of playful closeness to the countdown. The post, steeped in soft colors and gentle charm, quickly lit up social media, drawing praise for both its calming aesthetic and the Duchess’s personal connection to her audience. Echoing the whimsy of The Wizard of Oz, she teased her As Ever summer drop that felt like a dreamscape. Her loyal fans responded in kind, and the team behind As Ever is overwhelmed in the best way.

What do you think about Meghan Markle’s As Ever brand success? Let us know in the comments below!