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

A More Selective Distribution

Unlike the initial jam collection where PR packages were sent to a wide range of A-list celebrities like Kris Jenner, Chrissy Teigen, and Zoe Saldana, the distribution for the Mother’s Day Edit appears to be significantly more selective. This time, parcels were primarily sent to a smaller circle of friends and a curated group of mid-tier American influencers.

Recipients included Meghan’s close friend Kelly McKee Zajfen, Pilates instructor Heather Dorak, Today show editor Adrianna Barrionuevo Brach, and influencers Carly (@mycityapartment) and Kristina Zias.

Candles Inspired by Archie and Lilibet

Signature Scents

The candles, Signature Candle No. 506 (for Archie, born May 6th) and Signature Candle No. 604 (for Lilibet, born June 4th), are designed to evoke specific memories and scents associated with each child.

Archie’s candle features notes of ginger, neroli, and cashmere, hinting at his red hair, while Lilibet’s boasts amber, water lily, and santal for a light, floral fragrance.

Personal Touch and Brand Expansion

The Mother’s Day Edit isn't just about the candles; each package includes gourmet chocolates from Compartes and a handwritten letter from Meghan herself.

In the letter, Meghan expresses her intention to create scents that transport her back to cherished moments with her children, allowing her to relive those memories simply by lighting a candle. She emphasizes As Ever’s goal of bringing beauty and ease into everyday life, evolving from a jam collection to a broader range of home fragrance and apothecary offerings.

Meghan also highlighted the expansion of the collection, hinting at future products beyond the kitchen. The selection of recipients reflects a shift in marketing strategy, focusing on individuals with engaged audiences who align with the brand’s values.

Recent Activities and Brand Identity

The launch of the Mother’s Day Edit follows a recent ‘quasi-royal’ tour of Australia by Prince Harry and Meghan, documented on their website, Sussex.com, and Instagram. Meghan shared a montage of their trip, expressing her affection for Australia and showcasing both official engagements and personal moments.

This comes after Meghan inquired about investing in herself during a VIP event in Sydney, acknowledging her long-standing commitment to supporting other women. The Mother’s Day Edit is available as individual candles or in bundles, including a $156 set with candles, chocolates, and matchboxes.

The use of the Sussex surname for Archie and Lilibet, adopted in 2024 to unify the family, is also subtly referenced in the marketing materials, linking the products to their royal identities. The overall strategy suggests a deliberate effort to cultivate a more intimate and targeted brand image, focusing on personal connections and meaningful experiences.