Meghan Markle is pushing full steam ahead with her lifestyle venture As Ever – brushing off mockery and critics who doubted the brand from the start.
Yet insiders say Prince Harry is quietly panicking over the eye-watering price tag attached to her worldwide ambitions.
Markle, 44, launched As Ever in April 2025 as a lifestyle label selling curated home and food products including jams, biscuit mixes, teas, wine and flower sprinkles that went viral online shortly after the brand debuted.
While the company has not publicly released its sales figures, newly compiled web traffic data suggests steady growth in interest.