India McTaggart
Meghan, Duchess of Sussex has trademarked her As Ever lifestyle products in Australia before a visit to the Commonwealth country in April.
Records registered with the Australian intellectual property office show that Meghan’s trademark was accepted in June 2025 under the description “fancy”.
It comes before her quasi-royal tour Down Under with Prince Harry next month, potentially offering her an opportunity to tap into a new market.
Earlier in March she cut ties with streaming giant Netflix, which had partnered with her to distribute her As Ever products in the US.
Meghan was understood to have been frustrated by the “cautious” approach taken by Netflix and is keen to sell her products, including flower sprinkles, fruit spreads and candles, globally.
She has trademarked the brand across a broad range of categories, which will allow her to sell more items including yoga straps, pet feeding mats, gardening tools, bath and shower gels, jewellery and furniture.
It also includes “gardening trowels, gardening shears, gardening wedding forks [and a] garden tool gift set”.
Further products trademarked include skincare, self-care products, podcasts and even “educational seminars”.
The couple’s four-day tour of Australia in April will include an itinerary that involves a series of private meetings with potential partners, buyers and marketing executives.
One source previously told the London Telegraph that they “have to earn a living”, adding that “they are private citizens and have to pay the bills like anyone else”.
For Meghan, this means the global expansion of her brand “freed from the shackles” of Netflix, which collaborated with her on the With Love, Meghan series to promote As Ever.
Keen to expand online shop
A source told the Telegraph at the time of the split that the business no longer needed Netflix’s money and wanted to be able to “move quicker” without having to liaise with the company over every decision.
They added: “This is not their [Netflix’s] world. Their focus is on their core product, which is streaming films and TV programs. As Ever’s core focus is selling flower sprinkles and spreads. It was Meghan’s call.”
She is understood to be keen to expand her company’s retail line and the online shop, which has so far primarily focused on the American market.
Under the umbrella of As Ever, she is reported to have made millions of dollars from her jam sales alone, and she also sells items such as Napa Valley champagne for $US89 ($127) and a Garden Tea Bloom Box of flowers, tea and honey for $US255.
As Ever was launched in April 2025, but Meghan has admitted that a long-term strategy for scaling up was not quite in place initially.
She will also be a guest of honour at a female-only weekend retreat at the Intercontinental Sydney Coogee Beach hotel. Tickets can be purchased for up to $3200.
The Telegraph, London
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