Meghan Markle Celebrates As Ever Launch as Line Sells Out in Under One Hour

• Meghan Markle rang in the product launch of her As ever lifestyle brand with a new video on April 2
• The Duchess of Sussex, 43, appeared make-up free for the quick clip filmed in front of a laptop and shared to her Instagram Stories
• PEOPLE understands that As ever’s first collection sold out in under an hour after the line went live

Meghan Markle is cheering for the product drop day of her lifestyle brand As ever.

The Duchess of Sussex launched the first collection from her venture on April 2, making it available for sale on AsEver.com. To mark the milestone, she shared a celebratory video on her Instagram Stories.

PEOPLE understands that the entire As ever product line sold out in under an hour after the line went live at 9 a.m. ET. The Limited-Edition Wildflower Honey with Honeycomb ($28) sold out in less than five minutes.

Meghan, 43, posted a selfie-style video to her Instagram account on the morning of April 2, documenting the launch in real time.

“Okay, come on, come on, come on,” the Duchess of Sussex said in anticipation at the start of the video, which opened with a shot of the As ever website displayed on a laptop. She refreshed the page and gasped, “We’re live! Oh my gosh. Yes!” 

Meghan scrolled to show the Raspberry Spread in Keepsake Packaging ($14), Limited Edition Wildflower Honey with Honeycomb and Flower Sprinkles ($15) live for purchase online, and panned the camera to show her animated reaction.

“Oh my gosh!” she exclaimed in the makeup-free footage, where her hair partially wet and she wore a blue button-down shirt with white pants. “We’re live!” she said.

The Duchess of Sussex has had a busy spring, with her Netflix series With Love, Meghan premiering on March 4 and her As ever line debuting on April 2. The launch of eight products was developed in partnership with Netflix’s CPG division, with shipping available across the U.S. amid plans to expand globally. 

It was announced on April 2 that As ever will also release new collections seasonally, meaning that fans can look forward to more from Meghan.  

Speaking to PEOPLE in an exclusive interview in March, the Duchess of Sussex said that she was grateful for grace as she navigated the brand launch and its name change.

“There are tons of twists and turns — even with the name,” she says. “I was figuring it out in real time.”

Though she faced scrutiny at every step, she defines the experience by growth.

“I appreciate everyone who gave me the grace to make mistakes and figure it out and also to be forgiving with myself through that. It’s a learning curve,” she says.

In March 2024, Meghan hinted that she was starting a business called American Riviera Orchard and sent raspberry jam to friends for its first product. In February, she shared that she had renamed the venture to As ever in order to offer a wider range of products.

The debut collection from As ever features herbal teas (lemon ginger, peppermint and hibiscus), crepe mix, flower sprinkles (which Meghan frequently used when cooking and baking in With Love) shortbread butter cookies with flower sprinkles, the limited-edition wildflower honey and her signature raspberry jam, sold with and without keepsake packaging. The items ranged in price from $9 to $28.

In an email newsletter to As ever subscribers on April 2, the Duchess of Sussex previewed all the fun to come.

“As ever started as a sign-off, but today I am thrilled to announce: it is a welcome. Welcome to As ever — more than a brand, a love language,” she said.

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Later in the day, she celebrated the collection’s success with another message on Instagram.

“Our shelves may be empty, but my heart is full! We sold out in less than one hour and I can’t thank you enough…for celebrating, purchasing, sharing, and believing,” Meghan wrote. “It’s just the start @aseverofficial 🎉 Here we go!”