Meghan Markle Australia Trip: Business Plans & ‘As Ever’ Brand Expansion

Meghan, Duchess of Sussex, has registered trademarks for a wide range of products in Australia, signaling potential expansion of her lifestyle brand, As Ever, ahead of a planned trip to the country with Prince Harry next month. The filings, made with the Australian Government’s intellectual property office in September 2024 and approved last year, cover 27 categories, according to documents examined by the Daily Express.

The trademarks encompass skincare items like shower gels and body creams, essential oils, candles, gardening tools, home décor, stationery, yoga mats, hospitality services, spreads, edible flowers, sauces, and alcoholic beverages. This move coincides with the Duchess’s scheduled appearance at the Her Best Life retreat in Sydney, where tickets begin at $2,699, and includes access to a gala dinner, meals, and two nights at the InterContinental Hotel.

While a spokesperson for the Duchess previously stated to GB News that any discussion of expansion was “speculation” and that “no decisions have been made,” the trademark filings suggest a deliberate effort to establish a legal framework for potential commercial activity in Australia. The spokesperson added that entering new markets is a “considered process” but that the brand is “excited to explore” such opportunities.

The As Ever brand currently sells products including raspberry jam, herbal teas, candles, and flower sprinkles primarily in the United States and online. NewsNationNow reports that the trip to Australia is seen as a potential testing ground for the global market, following the brand’s separation from Netflix and a stated intention to “stand on its own.”

The Duchess is scheduled to speak at the Her Best Life retreat, with the Sussexes’ visit widely anticipated to be “largely a business trip,” according to a Royal Editor at HELLO! magazine. The trademark applications were first reported by several Australian news outlets, including Sky News Australia and NT News, highlighting the growing interest in the Duchess’s business ventures Down Under.