Meghan Markle's brand driven by one thing as expert says duchess lost 'star power' in UK

Meghan Markle's brand is driven by "popularity" and will therefore not target UK consumers, a brand expert has said. The Duchess of Sussex, 44, launched her own brand As Ever earlier this year, and has released a number of products since.

From spreads, to flower sprinkles and wine, As Ever has had roaring success so far, with almost all product launches being a sell-out success. However, while this may be exciting for customers in the US who can buy the products, Meghan's fans in the UK may not be able to relate.

This is because Meghan's brand do not currently offer UK shipping, with an expert claiming that the UK is not a focus for the brand as the duchess has lost her "star power" there.

This is despite the fact she was once a working member of the British Royal Family before stepping back with husband Prince Harry, 40, in 2020.

Speaking to Express.co.uk, brand and culture expert Nick Ede sad: "I don't think the UK is a focus for the As Ever brand as its driven by popularity and at the moment Meghan doesn't have the star power in the UK that she once had.

"The idea of buying flower sprinkles is a bit alien to UK consumers.

"There is such a huge choice of rose wines in the UK from Kylie Minogue to Lady A that another brand just wont drive the volume or demand that they will need to make it a success."

While As Ever may not offer international shipping yet, it is believed some of Meghan's fans have been able to get hold of the goods through their American friends.

This was addressed by Meghan herself on social media.

In a new Instagram post on Saturday night on the As Ever brand page, Meghan wrote: "Oh, we see you too!

"Australia, UK, Canada - love to see how you're finding a way to get your As ever products. You have good taste...and good friends."