Meghan Markle, the Duchess of Sussex, has reached a major social media milestone, amassing two million followers on her personal Instagram account @meghan just weeks after launching it on January 1. The new account, marking her first return to social media since stepping away from royal duties in 2020, features a mix of personal messages and updates on her rebranded lifestyle venture, As Ever. The launch comes as Markle gears up for key projects, including her upcoming Netflix show, With Love, Meghan.
In her inaugural New Year's post, Markle shared a video of herself running along a beach near her Montecito home, drawing the digits "2025" in the sand. The video, filmed by Prince Harry, signaled the beginning of a new chapter for the former royal. Since that debut, her account has quickly grown, reflecting the high level of public interest in her post-royal endeavors.
Markle's rebranding of her lifestyle venture to As Ever follows trademark challenges with her previous project, American Riviera Orchard. In a selfie-style video posted on February 18, she explained the change: "Last year, I had thought, 'American Riviera, that sounds like such a great name.' It's my neighborhood; it's a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area. Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge. So I thought about it, and I've been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it's called As Ever."
The new brand is defined by Markle as signifying "as it's always been," linking it to her earlier lifestyle blog, The Tig, which she ran from 2014 to 2017. "If you've followed me since 2014 with The Tig, you know I've always loved cooking and crafting and gardening - this is what I do," she added. "And I haven't been able to share it with you in the same way for the past few years, but now I can, so as things are starting to trickle out there, I wanted you to hear it from me first."
The rebrand has not only energized Markle's digital presence but also sparked controversy among existing business owners who have long operated under the As Ever name. Jen, owner of As Ever Photography in Arizona, took to Instagram to address the issue, writing, "When one of the most famous people in the world starts using your biz name of 12+ years (that you named in honour of your grandmother), seems like they could throw me a lil bone? @meghan @netflix." Jen later clarified, "I had a bit of fun posting about Meghan Markle using my biz name, but I am in no way interested in hatemongering against her."
Meanwhile, a New Jersey clothing company and other small businesses have also raised concerns over the appropriation of the name they have used for years, highlighting the deep personal and historical significance behind their brands. Jen explained the sentimental connection behind her business name: "I was so fortunate to have all four of my wonderful grandparents in my life well into adulthood. Each one of them strongly influenced the woman I am and the life I live. Evelyn, my maternal grandmother, was the sun in our family's solar system. She taught us all so much about the value of family and of laughing, singing, and dancing as much as possible."
Along with the personal touches, Meghan's brand rollout has been bolstered by a dedicated website that features a cover photo of her running in a field with her daughter, Princess Lilibet, 3, and a striking logo featuring a palm tree with hummingbirds. The website invites visitors to "Save your seat at the table," underscoring the lifestyle and community-focused ambitions of As Ever.
In a separate post, Markle joked about the brand's product offerings: "Of course, there will be fruit preserves; I think we're all clear at this point that jam is my jam. But there are so many more products that I just love, that I use in my home, and now it's time to share them with you. So I just can't wait for you to see it. Thanks, guys!"
Shortly after her rebranding announcement, Meghan also launched a dedicated Instagram account, @aseverofficial, which she described as "by @meghan" and "Established 2025." Both her personal account and the As Ever profile follow each other exclusively, emphasizing her intention to maintain a cohesive and controlled digital narrative.
