Meghan Markle's lifestyle brand As Ever is facing renewed scrutiny after a decade-old interview resurfaced online, prompting critics to question whether the Duchess of Sussex has abandoned the accessible philosophy she once promoted before joining the Royal Family.
The controversy centers on comments Meghan made in 2016 while speaking at the Create and Cultivate conference in Atlanta. At the time, the former Suits actress was promoting The Tig, her lifestyle website, and discussing her approach to curating products and recommendations for readers.
"There are no $100 candles on my site, that's so obnoxious," Meghan told the audience during the event. The remarks have gained fresh attention because As Ever, the lifestyle brand she launched after stepping back from royal duties, now sells luxury candles priced well above what some consumers consider accessible.
The resurfaced clip has reignited debate over how dramatically Meghan's public and commercial identity has evolved since her pre-royal years.
In the same 2016 appearance, Meghan emphasized that she wanted The Tig to feel approachable rather than exclusive. "I just want things that like, that you can have," she said. She also stressed that the platform was intended to be larger than her personal brand, telling attendees: "I didn't want MeghanMarkle.com. I don't want this just to be me. I want this to be a community much greater than that."
Since then, Meghan's circumstances-and business strategy-have changed significantly. The Tig was shut down in 2017 as her relationship with Prince Harry moved toward engagement and marriage. Years later, after the couple stepped back from royal duties, Meghan returned to the lifestyle space through American Riviera Orchard, later rebranded as As Ever.
The current product line includes premium teas, honey, jams and scented candles. According to published pricing, individual candles sell for $64, while a Signature Scent Collection containing four candles and accessories is listed at $256.
Those figures have become a focal point for online criticism.
On social media platforms including Reddit, users contrasted Meghan's earlier comments with her current business model. One commenter wrote, "She monetises her fans. It's embarrassing." Another argued, "What is remarkable is that she even said that in the first place. She's so judgemental of others and so full of herself. How nice to see her words catch up to her."
Some criticism extended beyond product pricing to broader questions about authenticity and branding. Critics argued that Meghan's current positioning reflects a shift away from the more accessible image she cultivated during The Tig era.
Supporters, however, point to important distinctions. Meghan criticized $100 candles in 2016, while As Ever's candles retail for $64. They also note that nearly a decade has passed since the original remarks and that her audience, business objectives and market positioning have evolved substantially.
