Meghan Markle Will Expand As Ever Brand to UK
The lifestyle brand plans to bring selected goods to the British market after previously only selling items in the US.
Updated on Oct. 12, 2026 in Fashion
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Meghan Markle is set to expand her 2025 lifestyle brand, As Ever, into the UK market. This move will mark the first international territory for the venture beyond its original US operations.
Why it matters
The expansion signals a strategic growth phase for the brand, targeting British consumers with a specific range of merchandise. However, regulatory hurdles mean that certain items from the line will remain unavailable in the new market.
As Ever will offer tins of tea for £11, scented candles for £50, and limited edition bookmarks for £15. While these goods are debuting, Meghan Markle's jam products are excluded from the launch due to import and export regulations.
The players
Meghan Markle
She is the founder of the As Ever lifestyle brand and a prominent public figure.
Moms Offering More
This is an initiative that collaborated on a limited-edition jumper to support charitable causes.
Alliance of Moms
This organization is a recipient of 50% of the profits from the limited-edition jumper sales.
The details
The brand is also launching a limited-edition jumper in partnership with the initiative Moms Offering More to mark the International Day of the Girl. The initiative will see 100% of profits from these sales split equally between Moms Offering More and the Alliance of Moms.
Timeline
Meghan Markle launched the As Ever brand in 2025.
Meghan Markle moved to Britain in Summer 2025.
Culture Shift
The expansion follows the industry trend of celebrity-led lifestyle brands moving from domestic digital sales to international retail markets. This development reflects how modern brands leverage high-profile personas to capture consumer interest across different regional demographics.
Consumers in the UK can expect access to specific As Ever items, though they should note that the product catalog will differ from US offerings due to trade regulations. Shoppers looking to purchase the collaborative jumper will also have the opportunity to contribute to charitable initiatives.
The takeaway
The entry of a new brand into a market requires careful navigation of international trade laws regarding food and goods. Consumers interested in supporting charitable causes can look for specific collaborative products that designate portions of profits to non-profit partners.
Further reading
For more information on the latest industry trends, visit the Fashion section.
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Would you purchase products from a celebrity-owned lifestyle brand like As Ever?
