Meghan Markle's Brand Launch Deemed A 'Logistical Nightmare,' But The Duchess's Products Sell Out Fast

Meghan Markle finally launched her highly-anticipated lifestyle brand, As Ever, weeks after the release of her Netflix show.

However, it's been revealed that Netflix staff faced logistical issues before the launch, calling it a "nightmare."

Despite the drama, Meghan Markle's product lineup, including jams, teas, and baked goods, reportedly sold out within 30 minutes.

Meghan finally unveiled her lifestyle brand, As Ever, on Wednesday, sharing promotional videos of her products on social media.

However, behind the scenes, Netflix employees working on the project are reportedly frustrated over the challenges surrounding its launch.

Despite the Duchess of Sussex's excitement, insiders describe the rollout as a "logistical nightmare."

"There is so much drama surrounding them once again that internally the team are over it before it's even launched," a source told Daily Mail. "It's been a logistical nightmare and the buying team are having an issue as they can't work out what the demand will be, if any."

Adding to the marketing push, Meghan has reportedly enlisted her high-profile friends to "plaster social media" with endorsements of As Ever.

"People will be posting their jars of jam — they've seeded it to lots of influencers to get it out there and to plaster social media with 'good vibes' on launch," the insider added.

Meghan's decision to scrap her brand's original name, American Riviera Orchard, at the last minute reportedly caused major logistical headaches for her team.

According to insiders, the former royal also had staff sign strict NDAs to prevent leaks about where As Ever's products are made.

However, despite the behind-the-scenes struggles, Meghan remained optimistic about her collaboration with Netflix, calling it the "perfect match."

"Frankly, I was building out a very different business plan at the outset," she told Inc. "The reach from Netflix, coupled with my vision for the brand, felt like it was going to be a really perfect match."

Josh Simon, Netflix's VP of Consumer Products, echoed the enthusiasm, stating that the streamer was eager to align with As Ever.

"Meghan's passion for elevating everyday moments in beautiful yet simple ways, and seeing how that comes to life in the show, inspired us to help bring her vision to life through a curated assortment of products," he said. "We're happy to partner with her."

Amid the backstage drama, Meghan's highly anticipated As Ever product launch debuted with a selection of artisanal goods, including jams, teas, and baked treats.

The first official lineup includes a $28 wildflower honey with honeycomb, $12 herbal teas (available in hibiscus, peppermint, and lemon ginger), a $14 crêpe mix, and shortbread cookies decorated with flower sprinkles.

A separate jar of raspberry jam was also listed at $14, while edible flower sprinkles were priced at $15.

However, while the products flew off the virtual shelves within 30 minutes of launch, critics claim Meghan used a "common marketing ploy" to create artificial scarcity and drive demand.

According to The Telegraph, a well-placed source suggested that only a limited number of products were made available, creating the illusion of high demand.

Meghan marked the launch of As Ever with an enthusiastic social media post, announcing, "We're live! Come shop the As Ever collection I've poured so much love into. So excited to share this with you."

The Duchess of Sussex noted that each seasonal drop would have "limited quantities."

In a heartfelt newsletter to subscribers, Markle described As Ever as more than just a brand, calling it her "love language."

"If you've been receiving these newsletters, you've been reading my musings about this brand and why it means so much to me - why it's person, why it brings me joy, and how I hope that it becomes both personal and joyful for you too," she wrote.

Encouraging followers to experience the products for themselves, she added, "You're now familiar with the lineup, and as of today, you can order them to enjoy at home. I can't wait to hear what you think!"

"Welcome to As Ever...this is just the beginning!" she concluded.

2025 is certainly looking to be Meghan's year. Besides her TV show and lifestyle brand launch, the U.S.-based royal will also be launching her new podcast with Lemonada Media.

The Duchess recently released a teaser for the podcast titled "Confessions of a Female Founder."

"I'm Meghan, and this is 'Confessions of a Female Founder,' a show where I chat with female entrepreneurs and friends about the sleepless nights, the lessons learned, and the laser focus that got them to where they are today," she shares in the preview, per People Magazine.

The show promises candid discussions about the triumphs and challenges of building a business.

"We're diving into the highs, and the lows, and the kind of advice that turns small ideas into billion-dollar businesses," Meghan continues. "And, of course, we're going to get some girl talk!"