Meghan Markle’s As Ever: Finding Its Place in the Lifestyle Market
In the competitive world of celebrity lifestyle brands, the Duchess of Sussex has carved out her own space with the launch of As Ever in 2025. Following her Netflix cooking show “With Love, Meghan,” Markle’s online store has quickly gained traction, though recent data provides some perspective on its market position. According to brand intelligence platform Similarweb, As Ever recorded nearly 197,000 monthly visits in October, approximately one-quarter of the traffic seen by Gwyneth Paltrow’s well-established Goop platform, which attracted over 812,000 visits during the same period. While this comparison might seem stark at first glance, it’s worth noting that As Ever is still in its infancy compared to Goop’s years of market presence and brand development. The numbers also reveal some promising engagement metrics, with As Ever enjoying a lower bounce rate than Goop, indicating that visitors are exploring multiple pages rather than leaving after viewing just one.
The early days of As Ever were marked by the enviable problem of repeatedly selling out minutes after restocking, suggesting strong initial demand for Markle’s curated home goods and lifestyle products. These supply chain issues appear to have been resolved over the summer, allowing the business to scale more effectively. What’s particularly interesting about As Ever’s traffic patterns is that 20 percent of visitors were referred by People magazine, highlighting the importance of media partnerships in driving customer acquisition. The brand has also embraced seasonal promotions, offering a site-wide 20 percent discount ahead of the holiday shopping season, compared to Goop’s more aggressive 40 percent markdown. A Sussex source revealed to Newsweek that November saw a notable spike in sales leading up to Thanksgiving, suggesting the brand is beginning to establish seasonal buying patterns among its customer base.
Despite early media narratives pitting Markle and Paltrow against each other as competitors, the two entrepreneurs have publicly dismissed such notions. In a lighthearted Instagram post from March, Paltrow addressed rumors of a “beef” between them by surprising viewers with Markle’s presence in her kitchen, both women appearing genuinely bemused by the manufactured drama. This moment of solidarity between the two lifestyle moguls underscores that the comparison between As Ever and Goop is purely business-focused rather than personal. While they operate in similar market segments, targeting affluent consumers interested in curated living and wellness products, they each bring distinct personal brands and aesthetics to their offerings. The comparison serves primarily as a useful benchmark for understanding As Ever’s market position as a newcomer in the celebrity lifestyle space.
A source close to the Sussex camp expressed satisfaction with As Ever’s progress, noting that the initial challenges faced by the brand—common to many new businesses—have largely been resolved. “It all seems to be in a pretty good place but it’s still a young business. There’s still and always will be room for improvement, but it’s going really, really well. It’s starting to find its stride now,” the source told Newsweek. This sentiment reflects the reality of building a lifestyle brand from the ground up, even with the considerable advantage of Markle’s global profile. The early sell-outs, while creating temporary frustration for would-be customers, demonstrated genuine interest in the brand, which now appears positioned to capitalize on more efficient supply chain management and production scaling.
The holiday shopping season represents a crucial test for As Ever, as it does for all retail businesses. UK brand expert Nick Ede emphasized this point to Newsweek, noting that the period encompassing Thanksgiving, Black Friday, and Christmas is when brands must offer their most competitive pricing to attract shoppers. As Ever’s 20 percent discount strategy, while more conservative than Goop’s 40 percent markdown, suggests confidence in the brand’s value proposition and may reflect a different positioning strategy. Rather than competing primarily on price, Markle may be emphasizing exclusivity and brand alignment with her personal values. This approach aligns with luxury marketing principles, where perceived value often stems from uniqueness and brand story rather than competitive pricing.
As the brand continues to evolve, Netflix viewers can look forward to “With Love, Meghan: Holiday Celebration,” premiering on December 3, 2025. This timely content release will likely provide another boost to As Ever’s visibility during the critical holiday shopping season, showcasing Markle’s lifestyle philosophy when consumer interest in home entertainment and festive preparations is at its peak. The synergy between Markle’s media presence and retail offerings represents a sophisticated multi-platform approach to brand building. While As Ever may not yet match Goop’s traffic numbers, its strong engagement metrics and strategic media partnerships suggest a thoughtful approach to growth. As the brand continues to refine its operations and build customer loyalty, the comparison to more established players like Goop will likely become less relevant than As Ever’s success on its own terms.
