Meghan Markle’s highly anticipated lifestyle brand, As Ever, is facing early setbacks as it navigates trademark disputes and competitive market pressures. The brand, which aims to offer a curated selection of fashion, wellness, and home goods, has encountered obstacles that have delayed its official launch.
Trademark Challenges Stall Progress
One of the biggest hurdles for As Ever has been securing its intellectual property rights. Markle’s team filed for a trademark with the U.S. Patent and Trademark Office (USPTO), but the application was partially rejected due to similarities with existing brands. The legal dispute has forced the company to revise and resubmit its filing, delaying the development of its branding and product rollout.
In the competitive lifestyle space—dominated by brands such as Gwyneth Paltrow’s Goop and Jessica Alba’s Honest Company—trademark ownership is crucial for brand recognition and consumer trust. Without a legally protected name, marketing efforts and product launches risk further delays.
Finding a Place in a Crowded Market
Beyond legal challenges, As Ever faces stiff competition from well-established brands that have already cultivated loyal audiences. To differentiate itself, sources close to the venture suggest Markle is refining her business strategy by focusing on sustainability, ethical sourcing, and transparency—trends that resonate with today’s conscious consumers.
Industry insiders indicate that Markle is actively seeking partnerships and collaborations to strengthen As Ever’s position, leveraging her global influence to attract attention despite the brand’s bumpy start.
Public Perception and Brand Longevity
While Markle’s star power guarantees initial buzz, experts note that long-term success will depend on the brand’s quality, marketing strategy, and customer retention. Public perception remains a double-edged sword—while some fans admire Markle’s entrepreneurial spirit, others remain skeptical about whether her celebrity status alone can sustain a lifestyle empire.
Celebrity-backed brands often enjoy a strong launch phase, but many struggle to maintain momentum without a clear product-market fit. If As Ever can successfully navigate its early legal troubles and establish a distinct identity, it could carve out a niche in the saturated wellness and lifestyle industry.
What’s Next for As Ever?
As Meghan Markle and her team work through these launch challenges, the next few months will be critical in shaping the brand’s trajectory. Whether As Ever can overcome its setbacks and establish itself as a serious player in the lifestyle market remains to be seen—but one thing is certain: all eyes are on Markle’s latest business venture
