Meghan Markle is facing online criticism after her As Ever lifestyle brand released a curated matchbook item [1].
The backlash highlights the ongoing scrutiny of Markle's transition from royal duties to commercial entrepreneurship. Critics argue that the product's perceived lack of quality reflects poorly on the brand's positioning and Markle's public image.
Social media users and commentators have described the matchbook as an amateur misstep [3]. Some critics said the product looks cheap and out of touch with the luxury market [3].
Commentators have also linked the product to Markle's personal history. Kinsey Schofield said the item serves as a metaphor for Markle's fickle relationships [2]. Schofield said that the marketing campaign wrote itself [2].
Other critics focused on the nature of the item—matches—to draw parallels to her relationship with the British royal family. One critic said the product was perfect for burning bridges with the Royal Family [4].
The reactions were reported by Sky News Australia, noting that social media users had a field day with the release [1]. The criticism centers on the perceived irony of selling a tool for ignition while the founder remains in a public dispute with her former royal ties [4].
“What a metaphor for Meghan Markle’s fickle relationships”
The reaction to the As Ever matchbook illustrates the high volatility of Markle's personal brand. Because she is viewed through a political and social lens, mundane product launches are often interpreted as symbolic statements. This suggests that any commercial venture she leads will likely be judged not just on product quality, but on how it aligns with her public narrative regarding the monarchy.
