Meghan Markle has launched a "Love at first light" candle through her brand, As Ever, priced at $64. the promotion coincided with the Duchess of Sussex sharing previously unseen images from her 2018 wedding to Prince Harry on Instagram.

The $64 'Love at first light' scent

The new product, titled "Love at first light," is marketed as the signature scent of the As Ever brand. According to the report, the candle is priced at $64 (£48) and is identified as "No. 519," a direct reference to the couple's wedding date of May 19. The fragrance profile is described as a blend of Moroccan mint, white tea leaves, and woodsy cardamom.

The marketing for the candle frames the product as an extension of the Duchess's personal history. The As Ever website claims the scent is inspired by the "ease and joy" of the wedding day, positioning the candle as a way for consumers to purchase a sensory piece of the royal experience.

24 wedding photos as a marketing funnel

The rollout of the candle followed a calculated social media strategy. Meghan Markle first posted 24 previously unreleased photographs from her 2018 nuptials at St George's chapel, Windsor, to her Instagram account. This surge of nostalgic content served as a precursor to a Tuesday afternoon post on the As Ever Instagram page, which explicitly linked the wedding imagery to the commercial product.

By utilizing high-engagement personal memories to drive traffic toward a for-profit venture,the Duchess of Sussex is employing a modern influencer playbook. This strategy transforms a historic public event into a lead-generation tool for her private business interests.

From Bondi Beach shirts to luxury candles

This latest venture is not the first time the Duchess has faced scrutiny for monetizing her royal associations. As reported, Meghan Markle has been criticized for selling clothing items worn during royal tours via her for-profit site , One-Off. One particularly contentious example involved a striped shirt she wore while visiting survivors of the Bondi beach massacre in Australia.

This pattern suggests a broader shift in how the Sussexes view their royal legacy—not as a static title of service, but as a brand asset to be leveraged in the luxury lifestyle market. By moving from the resale of tour wardrobe to the creation of original home goods, the Duchess is expanding her footprint in the commercial sector.

The missing details on As Ever's corporate structure

While the report highlights the product launch, several key details regarding the business operations of As Ever remain unclear. It is not specified whether the company is a sole proprietorship or if it involves external investors and partners. furthermore, the report does not mention if any portion of the $64 price tag is earmarked for charitable donations, which is a common practice for high-profile figurees launching "signature" products.

Additionally, it remains unverified how the "signature scent" was developed and whether the production is handled in-house or through a third-party white-label manufacturer. The source focuses on the promotional aspect of the launch rather than the operational logistics of the brand.