Meghan Markle's lifestyle brand As Ever is facing a new wave of online criticism after promotional images for its latest candle collection prompted questions about product quality, safety practices and the premium image the Duchess of Sussex has sought to cultivate through her post-royal business ventures.
The controversy emerged shortly after As Ever unveiled five new candle bundles featuring previously released products paired with branded matchboxes. While the launch was intended to expand the company's home and lifestyle offerings, social media users quickly shifted attention away from the products themselves and toward details visible in the promotional photography.
At the center of the debate were close-up images showing lit candles displayed alongside the complimentary matchboxes. Critics on social media argued that the photographs appeared to show evidence of candle "tunnelling," an industry term used to describe uneven burning that leaves unused wax around the edges of a container.
One user on X wrote that "the pool of wax you see around the wick of Meghan's candle is referred to as candle tunnelling. This can waste a significant part of your candle."
The same user also criticized the styling of the photographs, pointing to the placement of a used match on top of a box containing unused matches. The commenter described the presentation as a basic safety oversight rather than an intentional design choice.
The discussion quickly expanded beyond the specific images. Some social media users questioned whether the candles reflected the premium quality associated with luxury lifestyle brands, while others focused on the broader presentation strategy behind the campaign.
One commenter alleged that the candles were made with "cheap and toxic paraffin wax." However, the criticism did not cite any ingredient information, and As Ever has not publicly disclosed details that would independently verify the claim. Without confirmation regarding the composition of the candles, the accusation remains unsubstantiated.
The reaction illustrates the heightened scrutiny facing Markle's commercial ventures. Since launching As Ever, the Duchess has attempted to position the brand around themes of home life, wellness and curated living, areas that have become increasingly competitive as celebrities seek to build consumer-product businesses around their personal identities.
In this instance, critics appeared to focus as much on presentation as on the products themselves. Several users described the promotional setup as cluttered, while one social media post characterized the arrangement as resembling "a pot head's coffee table," a remark that circulated widely online despite reflecting personal opinion rather than any objective assessment of the products.
Other commenters adopted a more technical approach, offering advice on candle maintenance and questioning whether adequate usage instructions accompany the products.
"To prevent tunnelling, your first burn of a new candle should allow the wax to completely melt from the wick to the edge of the glass/jar," one user wrote.
The same commenter added: "Also, keep the wick trimmed as a long wick burns hotter, and it also leans. I wonder if she states that anywhere on her product."
