Meghan Markle’s lifestyle brand, As Ever, recently launched its Mother’s Day collection, featuring candles inspired by her children, Archie and Lilibet.

Shift in Marketing Strategy

Unlike the initial jam collection where a wide range of A-list celebrities received promotional packages, the distribution of the Mother’s Day edit appears to be far more selective. Previous recipients included Kris Jenner, Chrissy Teigen, and Zoe Saldana.

This time, parcels were sent to a smaller group consisting of Meghan’s close friends and a select number of mid-tier American influencers. Recipients include Meghan’s best friend, Kelly McKee Zajfen, Pilates instructor Heather Dorak, and Today show editor Adrianna Barrionuevo Brach.

Candle Details & Personal Touch

Archie & Lilibet Inspired Scents

The candles, priced at £47 each, are named ‘Signature Candle No. 506’ for Archie, referencing his May 6th birthday, and ‘Signature Candle No. 604’ for Lilibet, commemorating her June 4th birthday. The accompanying gift box, valued at £115, included gourmet chocolates from Compartes and a handwritten letter from Meghan.

Meghan described how lighting the candles transports her back to special moments with her children, highlighting the emotional resonance behind the products. Archie’s candle features notes of ginger, neroli, and cashmere, while Lilibet’s candle boasts amber, water lily, and santal.

Brand Expansion & Recent Activities

Meghan has expressed her ambition for As Ever to expand beyond kitchen staples and become a broader lifestyle brand. The Mother’s Day edit also includes curated bundles, such as a $156 set featuring the candles, chocolates, and custom matchboxes.

This launch follows a recent ‘quasi-royal’ tour of Australia and an event in Sydney where Meghan playfully questioned whether it was time to invest in herself after years of supporting other women.