On April 2nd, Meghan Markle made her official debut into the lifestyle space with the launch of her brand, As Ever.
Though "launch" might be a generous term—rather than unveiling a product line to the public, she sent curated boxes to a handful of celebrities, many of whom seemed more contractually obligated than genuinely excited. What was framed as a charming tea party was, in reality, a polished PR spectacle designed to give the illusion of demand and exclusivity.
The As Ever website reportedly sold out in under an hour—adorable, except for the fact that no one seems to have actually purchased anything. There was no inventory, no public availability, and certainly no FDA-approved food products up for grabs. Everything was marked as sold out the moment the site went live, as if by magic. Rather than opting for a legitimate retail launch, Meghan chose to shower luxury gift crates on her well-connected friends, most of whom already enjoy access to far more opulent treats.
One recipient was actress Zoë Saldaña, who dutifully snapped a photo of the branded wooden crate and posted it online with a courteous caption thanking Meghan for the “beautiful and yummy gift.” The gesture felt less like sincere gratitude and more like a textbook example of social media marketing masked as friendship. Both Meghan and Zoë are represented by the talent agency MN2S, raising questions about how much of this exchange was organic versus orchestrated.
This wasn’t a spontaneous act of celebrity kindness—it was a calculated move by Meghan to align herself with influential names and keep her image in circulation. Philanthropy and authenticity were nowhere to be found in this launch. Instead, it was a status flex, carefully timed and meticulously curated. Interestingly, the “sold out” status of the website came before any of the celebrity posts, leaving potential customers hyped up with nothing to actually buy. It felt more like a parody of Goop, minus the wellness credibility and with a side of raspberry jam.
One can't help but wonder if Zoë inadvertently thanked Meghan for sending her unregulated food. The irony is rich. Perhaps there should be an Oscar category for Best Performance in Pretending to Enjoy Tea You’ll Never Drink. The entire affair, from the floral sprinkles to the artisanal donuts, seemed absurdly out of touch—especially when given to people who already have private chefs and curated pantries.
Poor Zoë—already scrutinized for her controversial portrayal of Nina Simone, now swept up in a lifestyle brand’s awkward publicity campaign. Maybe next time, she’ll decline the role of unpaid influencer for a woman who once trademarked “authenticity” while trying to sell jam to millionaires. In the end, the launch of As Ever wasn’t so much a business venture as it was a masterclass in social climbing—and Zoë Saldaña just happened to be along for the ride.
