Meghan Markle’s plans to expand her As Ever lifestyle brand into the UK have reportedly hit a snag, with the Duchess of Sussex facing restrictions that could prevent British customers from buying two of the brand’s popular products when sales begin.
According to a report by The Sun’s Matt Wilkinson, As Ever products are expected to become available in the UK, marking a significant step in the brand’s international growth. However, the expansion reportedly comes with some important limitations.
The Duchess launched As Ever in 2025 from Montecito, California, building a business around lifestyle products, including jams, teas and other items associated with her personal tastes.
An expansion into Britain would give the brand access to another market, particularly as Meghan and Prince Harry’s connections with the UK continue to attract attention following reports of their return.
Speculation about the brand’s British launch had circulated for months, with the latest developments suggesting that the move could be progressing despite obstacles involving the products available to customers.
One reported complication concerns As Ever’s signature jams, which will not immediately be included in the UK offering because of food import and export requirements.
The restriction could prove disappointing for customers hoping to purchase one of the brand’s best-known products when the British launch begins.
Flower sprinkles, another item associated with As Ever, are also reportedly excluded from the products expected to go on sale in the UK.
The limitations mean that the initial British range may not include everything currently associated with Meghan’s lifestyle business, although the full details of the launch have not been established in the supplied report.
A source quoted in the coverage described international expansion as a natural step for a growing business, saying: “Any consumer business would want to grow into as many markets as possible.”
The reported plans come shortly after Meghan announced a collaboration with Pakistani education activist Malala Yousafzai to mark International Day of the Girl.
Under that initiative, 100% of net proceeds from selected As Ever jams and teas are intended to support the Malala Fund and its work to improve girls’ access to free, safe and quality education.
The charitable announcement has placed additional attention on the brand’s products, although the reported restrictions on UK sales create a separate commercial challenge.
As Ever has also faced questions involving its British trademark application. In June 2025, the UK Intellectual Property Office issued a partial provisional refusal concerning parts of the proposed retail operation.
The office reportedly raised concerns that the list of goods and services was too broad and lacked sufficient precision and clarity.
However, the situation later progressed, with As Ever securing clearance for many of the items in December, according to the supplied report.
The trademark issue and the reported food import restrictions are separate matters: clearance for products under trademark rules does not automatically remove other regulatory requirements.
For Meghan, the UK launch would represent an important stage in As Ever’s international development, but the reported exclusions suggest British customers may initially have fewer products to choose from.
The expansion appears to be moving forward, although the final product range and launch arrangements will determine how much of the As Ever collection becomes available to UK shoppers.
