Meghan Markle has sent fans into a frenzy after making a surprise announcement on Instagram—unveiling what appears to be her next major step with her lifestyle brand, As Ever.
The Duchess of Sussex revealed the first As Ever product launch of 2026 just hours after teasing followers that something new was coming. The latest drop includes a £13.40 ($18) leather bookmark, alongside a £47.65 ($64) curated set featuring the bookmark, honey, and peppermint tea—sparking immediate buzz online.
On Monday, As Ever’s official Instagram account shared a mysterious preview image believed to show a bookmark and a notepad, accompanied by the cryptic caption:
“For the chapters you want to savor most… 1.13.26.”
The post confirmed the products would go on sale at 9am PT (5pm UK time), marking the brand’s first release of the new year. The launch comes just months before As Ever celebrates its first anniversary in April.
The announcement follows closely after a recent stumble for the brand, when customers noticed visible stock numbers on As Ever’s website earlier this month—an apparent oversight that quickly drew attention.
Despite the hiccup, insiders claim the brand is thriving. A source told Newsweek that As Ever’s holiday sales “exceeded everybody’s expectations,” calling the festive period “incredibly successful.”
Since its debut, As Ever has expanded rapidly, offering everything from wines and spreads to candles, teas, flower sprinkles, and crepe mixes.
The brand’s rise has coincided with Meghan’s growing media presence, including the release of the first season of her Netflix series, With Love, Meghan—cementing what many see as her boldest chapter yet.
