Meghan Markle’s brand, As Ever, is making headlines once again as it prepares to venture into Australia. This news coincides with the upcoming trip of the Duke and Duchess of Sussex, who are set to return Down Under in mid-April 2026. This will mark their first visit to Australia in over seven years, stirring significant interest in the duchess’s latest business move.
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The brand, launched in February 2025, offers a range of lifestyle products, including food items such as jams, baking mixes, and teas, as well as candles, stationery, and more. Recently, it has been reported that As Ever has filed for 12 trademark applications in Australia, covering an extensive array of products—from skincare and pet products to outdoor décor and hospitality services. Notably, these trademark applications were initially made in September 2024 and gained approval by June 2025.
However, a spokesperson for Prince Harry and Meghan has clarified that while Australia is indeed one of many jurisdictions where As Ever has registered, this latest development does not indicate a focus shift for the brand. It seems that the expansion is part of a broader strategy as the couple prepares for their business and philanthropic engagements during their imminent visit.
Notably, news emerged earlier this month announcing that As Ever is no longer partnering with Netflix, the streaming giant that initially helped launch the brand. According to reports, both parties confirmed that while their collaboration was beneficial during the initial stages, As Ever is now equipped to operate independently. A spokesperson for the brand expressed gratitude for Netflix’s support and excitement for the upcoming year, signalling a new chapter for As Ever.
In a statement regarding this transition, Netflix reiterated its original intention for the brand to grow independently. It indicated that Meghan’s vision of transforming everyday moments remained central to the As Ever ethos. As the brand continues to develop, both Meghan and her team are reportedly enthusiastic about laying the groundwork for future expansion.
Having established its presence in the United States, As Ever launched shortly after the debut of Meghan’s lifestyle series, “With Love, Meghan,” on Netflix. The series helped set the stage for the brand’s introduction to consumers, boosting interest and generating sales for the product line, which has seen a steady growth trajectory in recent months.
During the visit to Australia, Meghan is set to headline a wellness retreat associated with her podcast “Her Best Life,” while Prince Harry will deliver a keynote speech focusing on mental health at the InterEdge Psychosocial Safety Summit in Melbourne. Their public engagements promise to resonate with both local and international audiences, as the couple builds upon their philanthropic mission.
Despite the couple’s busy schedule, their children, Prince Archie and Princess Lilibet, will not accompany them on this trip. This decision reflects their ongoing efforts to balance public engagements with family life, especially as they navigate their roles outside of traditional royal duties.
The upcoming visit is eagerly anticipated, especially as it follows a six-month period of speculation regarding As Ever’s future and Meghan’s entrepreneurial ambitions. With significant trademarks secured and a firm commitment to expanding the brand, it appears that Meghan Markle is poised to deepen her connection with both the Australian market and her personal ventures.
As the Duchess of Sussex moves forward, it will be interesting to see how her brand evolves independently and how her upcoming engagements in Australia may influence its trajectory. With plans already in motion for further growth and outreach, the future certainly looks promising for As Ever.