Key sign Meghan Markle is moving away from royal links spotted by expert

As Meghan Markle expands and develops her lifestyle brand, As Ever, a PR guru explains how she is breaking away from royal links and keeping "in tune" with the American consumer. Meghan Markle launched her brand As Ever in April 2025, and the first batch of her products sold out in less than an hour on launch day.

PR expert, Dermot McNamara, explains how Meghan is channelling her inner-entrepreneur, five years after quitting royal duties in 2020. He explained: "By doing her own make-up and showing it online, she's repositioning herself as relatable, hands-on and creative, all traits that resonate with beauty audiences in 2025.

"Fans buy into personality as much as product and Meghan is taking ownership of both."

He added: "From the blurred product shots in her reels to references to her 'signature glow', she's clearly positioning herself as a self-made entrepreneur rather than a royal adjunct. It's smart, modern and completely in tune with the American consumer."

Earlier this month, Meghan attended the Balenciaga fashion show during Paris Fashion Week, where she posted a behind-the-scenes reel. The clip showed Meghan being pampered by a hair and makeup team as she got ready for the show.

Last week, rumours also began circulating after Meghan was pictured with the business powerhouse behind Kim Kardashian's multi-million-dollar SKIMS range.

Meghan posed with businesswoman Emma Grede, whom she also featured on her podcast, Aspire with Emma Grede.

In her June 2025 interview with Emma Grede, Meghan Markle also stated that people naturally thought she would go into the fashion or beauty industries after leaving royal life in 2020.

She told the host: "I do believe it was probably more obvious to a lot of people that I would get into fashion or beauty. That seemed like the natural inclination. But that's not what I was sitting around doing every day."

Recently, Meghan Markle has teased fans with new product launches. She shared a video of herself picking fruit alongside the caption, "Save The Date 10.28.25."

The Duchess of Sussex also shared a holiday-themed follow-up video with a "'tis the season" placecard. While Meghan Markle hasn't confirmed what she's releasing through As Ever, it could be related to her show.

Netflix also confirmed she is working on a Christmas special for her cooking series, which often features her products.