Meghan Markle Sussex is losing money. She needs to sell millions of her WHATEVER "packaging" to make a profit. So we continue to ask: "what's behind her business grift?" 🤔
HRH LadyJ on Twitter thinks the scarcity drops are merely a rouse to satisfy trademark rules.
As Ever’s Trademark Truth—What Meghan Doesn’t Want You to Notice
On February 17, 2025, Meghan Markle claimed she “secured” the As Ever name back in 2022. That’s a lie. Here’s the truth: Her first trademark filing for As Ever wasn’t submitted until late 2022—and then sat untouched for over a year.
She didn’t pursue it until September 12, 2024 under USPTO Serial Nos. 98748479 and 97985404. And no—it wasn’t filed under her name. It was filed by 2022 Trademarks LLC—almost certainly a legal shell tied to her team. That LLC shares an address with Mama Knows Best, LLC—the same entity behind her failed American Riviera Orchard trademark. Is that the “2022” she’s referencing? Maybe—but forming an LLC isn’t “securing” anything. She didn’t seriously pursue the trademark until late 2024—and it’s still not secured.
This isn’t brand-building. It’s smoke and mirrors. Here’s What Actually Happened:
Her filing for clothing was rejected—blocked by Chinese brand ASEVER.
Her lawyers deleted the clothing category to force partial approval.
Right now, she holds only a Notice of Allowance (NOA)—which means she doesn’t own the trademark yet. She must prove real sales and file a Statement of Use—or risk losing the trademark. Bottom line: - No trademark. - No legal ownership. - The clock is ticking—and rejection is still possible.
The Real Game Behind Those “Weird” Drops: Here’s why her launches felt so strange—why they seemed confusing, contradictory, and rushed: Many brands run tiny product drops—not to build buzz—but to satisfy USPTO trademark rules: -
The law only requires minimal sales—just enough to prove “use in commerce.” - And separate proof is required for each trademark class. Once those boxes are checked? The trademark locks in. Now look how perfectly her timeline lines up: First Drop: Teas, spreads, garnishes, baking mixes—all categories in her filing (Classes 29 & 30). Honey was listed—but never existed. Then… Silence. She vanished. No restocks. No updates.
Later, she resurfaced in Fast Company, claiming she was “studying customer behavior,” saying she didn’t want to frustrate people with “scarcity drops.” She insisted she wouldn’t restock until 2026. She repeated the same excuse on her podcast with Beyoncé’s mother—promising future drops would be “more accessible.” Yet—within days—she abruptly announced a new drop. Total contradiction. Here’s why: This wasn’t “market research.” It was legal scrambling—plain and simple.
Second Drop: Honey finally appears—conveniently just in time to show proof of use for her honey category (Class 30). Third Drop: Wine suddenly appears—another box checked for her trademark (Class 33). Why the Tiny Quantities? Follow the Money—And the Law: Here’s the part she doesn’t want discussed: These products aren’t handcrafted or curated.
They’re whites-labeled: - Teas/Flower Sprinkles? From Republic of Tea. - Honey? From a Williams Sonoma supplier. - Spreads—Republic of Tea facility in Illinois. - Wine? Fairwinds Estate (vineyard) and Kunde Family Winery (bottler).
And with white-labeling? You pay upfront. That means she likely ordered the bare minimum—just enough to satisfy her trademark obligations. These weren’t exclusive luxury drops. They were legal maneuvers—bare-bones orders sold just long enough to check trademark boxes.
The Part She’ll Never Admit: Why is she already promising future launches will be different? Simple: Once her Statement of Use is filed and trademarks locked in, she won’t need these tiny, awkward “drops” anymore. But does she value proof of sales—or the illusion of instant sellouts? She’s already hinting at that—because she knows. This was never about customers. It was always about: getting the trademark secured. These weren’t product launches. They were legal checklists disguised as a brand. Stop watching her posts. Watch her filings.
As ever is a Cheater Brand:
"Hosting is my love language," (Found by Saint Reddit)
French Chef Eleonore Toulin & wine/spritzer owner
