Meghan Markle’s lifestyle brand As Ever is facing renewed attention after its website traffic reportedly reached a 12-month low, just as the Duchess of Sussex begins a new chapter in the UK with Prince Harry and their children.
The timing has raised questions about the direction of Meghan’s business as the Sussexes settle back into Britain. As Ever has been an important part of Meghan’s post-royal career, with the brand offering lifestyle products, food items, drinks and other goods.
According to recent reporting, interest in the As Ever website has weakened considerably during 2026. Earlier data attributed to Similarweb showed the site losing a substantial amount of traffic during the first half of the year, adding to questions about whether the initial excitement surrounding the brand has cooled.
The latest figures are particularly notable because they come at a major moment for Meghan. She and Prince Harry have returned to the UK with Prince Archie and Princess Lilibet after several years living in California. The family is expected to spend an extended period in Britain while maintaining their private status.
Meghan has continued to promote As Ever during the transition. The brand recently featured a new sparkling wine product as she marked what she described as a new chapter in her life.
However, the reported decline in website traffic presents a different picture from the attention surrounding Meghan’s UK move. The Sussexes’ return has generated significant international interest, but that attention does not necessarily translate into more visitors or customers for Meghan’s lifestyle business.
As Ever initially attracted strong curiosity because it was closely linked to Meghan’s personal brand. The business followed her earlier lifestyle projects and gave her a platform separate from her royal identity.
The challenge now may be maintaining that interest over time.
Website traffic is only one measure of a company's performance, and a decline in visits does not automatically mean that a business is failing. Factors such as product launches, seasonal demand, advertising, search interest and purchasing behavior can all influence online traffic.
Still, the reported numbers have become a talking point because of the contrast between Meghan’s high-profile personal life and the performance of her commercial venture.
The UK return could potentially give As Ever another opportunity to reach British customers. Meghan spent time in Britain as a working member of the Royal Family before moving to the United States, meaning her connection with the country remains familiar to a large audience.
At the same time, bringing a California-based lifestyle brand into a new market could require a different commercial strategy. Meghan may have to balance her established American audience with growing interest from British consumers.
The brand’s future could therefore depend on whether it can turn renewed public attention into sustained customer interest.
For now, the reported 12-month traffic low is another development surrounding As Ever after a year of major changes. Meghan has continued developing her business while adjusting to significant changes in her family’s circumstances.
Her return to the UK may put the spotlight on both her personal life and professional projects. Whether that renewed attention eventually helps As Ever recover its online momentum remains to be seen.
For Meghan, the next phase could be an important test of whether As Ever can build lasting appeal beyond the initial celebrity buzz surrounding its launch.
Key Takeaways
- Meghan Markle’s As Ever website has reportedly reached a 12-month traffic low.
- Earlier Similarweb-based reporting also showed a significant decline in website visits during 2026.
- The reported slowdown comes as Meghan and Prince Harry return to the UK with their children.
- Meghan continues to develop As Ever with new lifestyle products.
- Website traffic alone does not determine whether a business is profitable or successful.
- The UK move could give As Ever an opportunity to attract more British customers.
