Meghan Sussex’s lifestyle brand As Ever sold out again. On June 20, the Duchess restocked her seasonal collection with increased inventory and new additions. It still cleared out within four hours—some items, like the orange blossom honey and apricot spread in keepsake packaging, were gone in just 10 minutes.

This wasn’t a surprise for her supporters. It was confirmation.

Back in April, Meghan launched As Ever with eight handmade products featured on her Netflix series With Love, Meghan. That debut sold out within 45 minutes. Her ever-watchful critics dismissed it as a stunt. Some accused her of creating fake scarcity. Others mocked her branding, packaging, and pricing.

They said no one would buy it a second time.

They were wrong.

The Numbers Tell the Real Story

The June restock included returning bestsellers like herbal teas, crepe mix, and flower sprinkles. It also introduced new additions, including the highly anticipated apricot spread and orange blossom honey. According to Meghan herself, the inventory was “much more” than in April—yet the site still cleared out in a matter of hours.

In fact, according to InStyle, the June launch had nearly 10 times more inventory than the April debut. Despite that increase—and double the site traffic—all products sold out within four hours.

In a video shared after the launch, Meghan said on Instagram they “made way more” this time, but everything still sold out fast. She sounded surprised and deeply grateful.

Fans documented the sell-out in real time across social platforms. Some reported that top items disappeared from their carts before they could complete checkout. Others called it the “Meghan Effect,” referring to her consistent ability to drive massive demand and sell out products instantly. Others shared pride and excitement, though some voiced frustration that As Ever products are only available in the U.S. for now.

Even skeptics had to acknowledge the sell-out. But instead of conceding defeat, some changed tactics. One account accused Meghan of slapping “sold out” stickers on everything and shutting down sales. Another called the brand “a slow-motion surrender.”

Yet this supposed “surrender” keeps selling out across the U.S., without royal funding or institutional promotion.

Related | As Ever Spread Sells Out in Minutes but Tabloids Push ‘Failed Jam’ Narrative

Meghan’s Popularity Isn’t Measured in Polls

Poll after poll claims Meghan is unpopular. One even said that Kate Middleton is more popular in the US than Meghan. The media’s consistently promotes Meghan’s favorability rating hovers around 20 percent, according to recent surveys from Newsweek. The Daily Beast declared her at an “all-time low.” Headlines like these have dominated British media for years.

But popularity isn’t just a poll number. It’s not focus-grouped. It doesn’t live in a spreadsheet.

Popularity means real connection. Meghan puts in the work—her passion and authenticity show through, and that’s why people keep buying.

Screenshot of Meghan Sussex’s As Ever product lineup showing all items marked “Sold Out,” including crepe mix, herbal teas, honey, apricot spread, and cookie mix with flower sprinkles, highlighting the rapid sell-out of the June 2025 restock.

Meghan’s products sold out in just a few hours—again. But the same media outlets that insist she’s unpopular can’t explain that kind of demand.

Meghan didn’t just sell out twice. She did it with her name alone, without the backing of a palace press machine. She did it while the UK tabloids attacked her parenting, her titles, her voice, and her very existence. And she did it while critics predicted failure.

In contrast, royal family members with high approval ratings haven’t built anything from the ground up. Their platforms are inherited, not earned. Meanwhile, calls for a UK republic are growing, public turnout at their engagements is shrinking, and some royals are skipping work altogether. Now they’re quietly trying to emulate the Sussexes—seeking Netflix deals and commercial partnerships—the same strategy they once condemned Harry and Meghan for.

Related | Meghan Sussex’s Rosé Beats Out Celebrity Favorites in Blind Taste Test

A Fan Base That’s Real and Global

As Ever’s success exists alongside a growing global audience. Meghan’s Netflix series With Love, Meghan pulled in 12.6 million households and ranked in the top 10 across 26 countries. She now has more than 3.9 million Instagram followers.

This support is not theoretical. It’s active, tangible engagement from people who are willing to spend money and time on what Meghan creates.

Whether it’s raspberry jam or rosé, Meghan Sussex connects with customers who see her as both relatable and aspirational. Her target market isn’t chasing a royal illusion—they’re responding to a woman with taste, values, and vision they trust.

Final Thoughts

Ted Sarandos said it best: Meghan has been underestimated. Her products sold out twice—fast, and at scale—even with higher stock, louder scrutiny, and relentless press spin.

She didn’t rush back to market. She paused, recalibrated, and returned when things were stable. As she put it, the goal wasn’t to “sell out again in an hour,” but to make sure “we have everything we need.”

That mindset reflects viability. With her Netflix partnership already in place, it’s easy to imagine grocery chains and retail investors watching closely. Meghan’s products don’t sit—they move. And that’s exactly what serious investors want: clear demand and consistent sell-through.

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