Meghan Markle’s lifestyle label, As Ever, has quietly submitted a fresh trademark application in Australia—an unmistakable signal that the Duchess of Sussex is scouting for growth well beyond American shores. The paperwork, lodged only weeks before she and Prince Harry’s planned tour of Australia, has reignited debate over whether the brand is simply expanding or being pushed to pivot after losing a key backer.
Why the Timing Raises Eyebrows
According to documents reviewed by InfluencersWiki, the Australian filing covers everything from wellness products to homewares—an identical scope to the U.S. registration. Celebrity publicist Kayley Cornelius, who advises high-profile clients on brand roll-outs, calls the timing “deliberate.”
“Filing in Australia right before a high-profile visit is classic brand choreography,” Cornelius told Page Six. “But it also suggests the U.S. numbers aren’t where they need to be. When your domestic market stalls, you look for oxygen elsewhere.”
Netflix’s recent decision to drop As Ever from its slate of endorsed partnerships has only amplified speculation. The streaming giant, which once floated the idea of a companion docu-series, reportedly walked away after internal forecasts failed to project meaningful merchandise tie-ins. Without that promotional engine, Markle’s team appears to be treating Australia as a soft relaunch pad.
What the Trademark Actually Protects
Trademark attorneys stress that a foreign filing is not the same as a store opening, but it does secure naming rights and prevents copy-cat labels from beating her to market. The Australian application lists:
- Skin-care preparations and aromatherapy oils
- Kitchen textiles, ceramics and sustainable serve-ware
- Digital wellness content, including guided meditation and cooking classes
- Subscription boxes that bundle lifestyle products
Securing these classes gives Markle a 10-year monopoly in Australia, renewable indefinitely so long as the mark is actively used. Translation: even if As Ever pop-ups don’t appear this year, no competitor can legally launch a similarly named brand in those categories.
Is the U.S. Market Stalling?
Since its soft debut in late 2023, As Ever has dropped limited capsule collections—think rose-hip facial oil and linen table runners—mostly through Instagram flash sales. While the products sold out quickly, the brand has yet to secure shelf space in major retailers such as Target or Sephora, a milestone most lifestyle startups chase within 18 months.
“The U.S. influencer space is saturated,” Cornelius notes. “Consumers want either celebrity glamour or deep discounts, and As Ever is priced in the awkward middle.” A $48 dish towel may feel aspirational in Los Angeles, but it competes with similar sustainable labels already stocked at Anthropologie and Nordstrom.
Compounding the challenge, Meghan and Harry’s overall media visibility in the United States has dipped. The couple’s 2023 Netflix docuseries drew solid ratings, but follow-up projects have been slow to materialize. Without fresh content fueling search traffic, direct-to-consumer sales plateau.
Why Australia Looks Attractive
Market research firm Roy Morgan places Australia’s wellness economy at roughly $AU 6 billion annually, with eco-conscious millennials driving a 12 percent year-over-year uptick. Sydney-based brand strategist Lucy Huang says the Duchess’s ethos of “conscious luxury” aligns neatly with Aussie shoppers who routinely pay premiums for organic cotton and reef-safe sunscreen.
“We’re seeing U.S. brands launch here first because the media landscape is smaller and easier to dominate,” Huang explains. “A single morning show appearance can move product nationwide.”
Add favorable exchange rates and lower fulfillment costs from Southeast Asian factories, and Australia becomes a logical testing ground for global expansion.
What Happens Next
Insiders predict a soft launch timed to the couple’s Invictus Games engagements in Sydney. Possible scenarios include:
- A pop-up kiosk inside a department store like David Jones, echoing the strategy used by Gwyneth Paltrow’s Goop.
- Collaboration with a local wellness influencer to co-host meditation events, driving email sign-ups before product drops.
- Limited-edition bundles that weave in Aboriginal art licensing deals, a move that could generate goodwill and positive press.
Whatever the plan, the trademark clock is ticking. Australian law requires proof of commercial use within three years, or the mark becomes vulnerable to cancellation.
Bottom Line
Meghan Markle’s Australian trademark play is equal parts expansion and insurance policy. With Netflix no longer amplifying the brand stateside, securing intellectual property abroad buys time and bargaining power. Whether As Ever becomes a household name or remains a celebrity side hustle will depend less on royal star power and more on retail fundamentals: price, placement and persistent consumer buzz.
FAQ
Does filing in Australia mean As Ever products will be sold there soon?
Not necessarily. The filing reserves naming rights, but Markle’s team could wait years before shipping inventory.
Why did Netflix back out?
While neither side has disclosed terms, sources say projected merchandise revenue failed to offset production costs the streamer would have
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