Meghan Markle's brand, As Ever, has encountered a significant challenge, one that has now been highlighted by an industry expert. Former ITV Daytime head Dianne Nelmes has weighed in on the issue, offering a candid assessment of what she believes to be a major flaw in the concept.
Nelmes, who played a key role in launching This Morning, shared her thoughts with MailOnline. She pointed out that As Ever suffers from an outdated approach, explaining that modern audiences, particularly young women, no longer rely on traditional media for lifestyle inspiration. Instead, they turn to platforms like TikTok, YouTube, and other social media channels for advice from influencers who feel more relatable and in touch with their everyday lives.
According to Nelmes, Markle appears disconnected from the realities of the very audience she hopes to engage. This disconnect raises questions about the creative direction taken during the early stages of development. Since its debut, As Ever has faced relentless criticism from both industry experts and viewers alike. Despite being renewed for a second season, skepticism remains about Meghan’s future with Netflix.
The show's content—ranging from floral ice cubes to one-pot pasta recipes and herbal tea recommendations—has been scrutinized and often dismissed as superficial. While As Ever did manage to break into Netflix’s Top 10 briefly, it quickly lost momentum. Analysts suggest that its initial surge in viewership may have been fueled more by hate-watchers than genuine interest.
Even media outlets such as The Times have been unsparing in their criticism. One particularly scathing review dismissed the entire premise with a single, biting sentence, describing it as: “A woman with no actual job tries to turn manic, ultimately useless delightfulness into an actual job.”
