Will As Ever Survive Until 2026?

Jan Moir reveals her end‑of‑year hit list of “watery” jam, immortal sprinkles and candles that allegedly smell like fertiliser — and what comes next for Meghan’s royal‑adjacent ‘cute gift shop’ brand

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There is always a moment in late December — somewhere between the last mince pie and the first desperate New Year’s resolution — when Britain’s sharpest commentators take stock of the year’s grand promises and quietly ask: whatever happened to that?

For As Ever, Meghan’s much‑teased lifestyle brand, that moment has arrived rather noisily. Once billed as a serene, California‑sunlit expression of mindful living, the venture now finds itself under the unforgiving spotlight of end‑of‑year lists, raised eyebrows and more than a little mockery.

And so the question hangs in the air, scented faintly — depending on who you ask — of jam, dried flowers and something far less pleasant: will As Ever still exist in 2026, or is it destined to become yet another glossy celebrity project that shimmered briefly before quietly evaporating?

Jan Moir, never one to resist a cultural autopsy, has rounded off the year with a characteristically barbed inventory of the brand’s offerings. There is the jam, dismissed in some quarters as ‘watery’. The decorative sprinkles, dubbed ‘immortal’ for their suspicious resistance to decay. And the candles, which online wags have cruelly compared to the aroma of fertiliser.

None of this, it must be said, comes from laboratory testing. But in the modern economy of vibes, perception can be as lethal as fact.

From lofty lifestyle manifesto to “cute gift shop”

When As Ever was first unveiled, the language was unmistakably elevated. This was not a shop, we were told, but a philosophy. A curated approach to living well. A gentle rebellion against excess, wrapped in beige linen and artisanal sincerity.

Yet as the products trickled into public view, a more modest reality emerged. Jam. Candles. Decorative food adornments. Pleasant enough — even charming — but hardly revolutionary.

Critics began to murmur that As Ever felt less like a lifestyle revolution and more like a particularly tasteful museum gift shop. The kind you browse after an exhibition, admiring the aesthetics while wondering if you truly need any of it.

In a market already saturated with ‘thoughtful living’ brands — many founded by people without global fame — the inevitable question arose: what, exactly, makes As Ever different?

The jam problem: when nostalgia meets scrutiny

Jam is never just jam. It is childhood breakfasts, sun‑warmed fruit, the comforting myth of something made slowly and lovingly.

When a public figure launches jam, expectations soar. Consumers want provenance, texture, richness — and above all, authenticity.

To be labelled ‘watery’, even metaphorically, is therefore a branding bruise. Not because the product is necessarily poor, but because it fails to justify its place in an already crowded artisanal marketplace. Why this jar, at this price, from this brand?

Without a compelling answer, jam becomes jam — and celebrity becomes a liability rather than an asset.

Immortal sprinkles and the problem of permanence

Then there are the sprinkles. Intended, presumably, to add joy and whimsy, they have instead inspired jokes about their longevity.

The nickname ‘immortal’ is not a compliment. It hints at something overly processed, emotionally inert — decoration without soul.

In lifestyle branding, durability must be balanced with warmth. Consumers want items that last, yes, but also items that feel alive. The danger for As Ever is drifting into a sterile perfection that looks beautiful on Instagram and lifeless everywhere else.

Candles: the most brutal test of all

If jam invites nostalgia and sprinkles invite play, candles invite memory. Scent is merciless. One wrong note and a product is doomed.

The unkind comparison to fertiliser — however exaggerated — illustrates the fragility of candle branding. A single viral joke can permanently hijack a fragrance’s identity.

In an age where consumers trust peer reaction more than polished marketing, this is no small problem.

The Meghan effect: asset or anchor?

There is no escaping it: As Ever is inseparable from Meghan herself. That is both its greatest strength and its heaviest burden.

Her global recognition guarantees attention, but it also ensures that every jar, every wick, every sprinkle is interpreted through the prism of royal politics, personal grievance and long‑running cultural arguments.

Most successful lifestyle brands eventually outgrow their founders. The product takes centre stage. The personality recedes.

For As Ever, that transition has yet to occur.

Celebrity lifestyle brands: lessons from the past

History is littered with beautiful celebrity brands that launched loudly and faded fast. The survivors share certain traits: restraint, consistency, and an almost ruthless focus on quality.

They resist the temptation to expand too quickly. They listen obsessively to customer feedback. And crucially, they allow the brand to develop an identity independent of the founder’s personal narrative.

At present, As Ever feels like a brand still deciding what it wants to be.

Jan Moir’s end‑of‑year verdict

Moir’s annual round‑up is not a financial forecast. It is cultural commentary — and culture can be cruel.

To be mocked is not fatal. To be forgettable is.

The danger for As Ever is not bad press but dwindling relevance. In the endless scroll of new products and prettier packaging, attention is the only true currency.

Three possible futures

1. The disciplined reinvention

A pared‑back range. Fewer products, done better. Transparent sourcing. Quiet improvements. Less rhetoric, more substance.

2. The storytelling pivot

Less selling, more teaching. Recipes, rituals, experiences. The brand becomes a guide rather than a shop.

3. The soft fade

No announcement. No drama. Just fewer updates, fewer launches — until As Ever becomes a memory.

So, will As Ever make it to 2026?

The answer will not be decided by jokes about watery jam or fertiliser‑scented candles. It will be decided by discipline.

In a world overflowing with ‘cute’, only the necessary survives.

And as ever with anything bearing a royal shadow, the final chapter remains tantalisingly unwritten.