Meghan Markle’s luxury lifestyle venture, As Ever, has found itself steeped in controversy following the launch of its new line of herbal teas—despite an impressive sellout upon restocking.
The duchess’s latest product drop featured three artisanal tea blends—hibiscus, lemon ginger, and peppermint—manufactured in Nashville, Illinois, and produced by the well-known Republic of Tea, based in Larkspur, California. But it’s not the ingredients drawing scrutiny—it’s the price tag.
A tin of 12 triangle-shaped tea bags on the As Ever website retails for $12, while a similar product—manufactured by the same company—sells for $11.50 for 36 round tea bags on the Republic of Tea’s own site. That’s three times the quantity for slightly less money, a discrepancy that hasn’t gone unnoticed by consumers or critics.
Royal expert Margaret Holder weighed in on the situation, accusing the duchess of exploiting her public profile.
“Customers are paying a considerable increase for Meghan’s label,” said Holder. “It’s a case of Meghan mark-up, not Meghan Markle.”
While sources close to Meghan claim that her As Ever blends are custom-made and not identical to the mass-market offerings, the similarities in manufacturing and ingredients have raised eyebrows. The packaging differs—triangle-shaped bags with a string versus standard round bags—but critics argue the price differential stems more from celebrity branding than product value.
Still, consumer demand remains high. As Ever’s most recent June 20 restock sold out, including not only the tea line but also a crepe kit, shortbread cookie mix, apricot spread, orange blossom honey, and floral sprinkles. Meghan celebrated the success with a cheerful Instagram post:
“Cheers, dears! Wishing you a wonderful weekend! You’ve certainly made ours wonderful. We sold out…again!”
The duchess is now preparing to expand the brand further with the upcoming July 1 release of As Ever Napa Valley Rosé wine, marking her first entry into the wine market.
Despite the controversy, As Ever continues to capture public attention, combining lifestyle luxury and royal intrigue in a uniquely American brand story. Meghan Markle, who resides in Montecito, California with Prince Harry and their two children, Prince Archie and Princess Lilibet, appears undeterred by critics as she builds her entrepreneurial empire—one tea bag at a time.
If you’re a fan of premium tea and celebrity branding, you’ll have another chance to sip like a duchess when the next batch is released. Just be prepared to pay royal prices.
