Meghan Markle’s latest product drop for her lifestyle brand As Ever was intended to be a polished celebration of elegance and everyday luxury. Instead, the new scented candle bundle — complete with complimentary oversized matchboxes — has quickly become one of the most criticized launches in the brand’s short history. Within hours of the official promotional images being released, eagle-eyed fans and online critics spotted what they described as a glaring quality control failure, sparking widespread accusations of poor production standards and a lack of basic attention to detail. What was meant to be a feel-good extension of the brand has now left many questioning the overall direction of Markle’s entrepreneurial venture.

The controversy centers on the promotional photographs showcasing the new candle collection alongside the free matchboxes offered with certain bundles. In the carefully staged images, several of the candles appear to show clear signs of “tunneling” — a common candle-burning issue where the wax melts unevenly, leaving a deep hole in the center while the outer edges remain untouched. For a premium product priced at a luxury level, this visual mistake was seen as particularly damaging. Critics argued that featuring imperfect, tunneled candles in official marketing materials suggested either rushed production, inadequate quality testing, or a surprising lack of basic product knowledge from the team behind As Ever.

Social media users were quick to pounce. Comments flooded platforms with descriptions like “absolute mess,” “embarrassing blunder,” and “disaster from day one.” Many pointed out that proper candle care — including trimming the wick and allowing a full melt pool on the first burn — is fundamental knowledge for anyone selling candles. The presence of tunneling in promotional shots was interpreted by some as evidence that the products themselves may not burn cleanly or evenly in real-world use, raising concerns about value for money and overall quality.

This latest setback adds to a growing list of challenges for As Ever since its rebrand from American Riviera Orchard. The brand has faced ongoing scrutiny over pricing, with candles often retailing for around $64, a figure many consumers consider steep for what they perceive as standard scented wax. Previous drops have drawn similar complaints about perceived quality issues, including reports of candles arriving without wicks — a problem that went viral when influencers shared unboxing videos showing completely unusable products despite premium packaging and branding.

Markle has positioned As Ever as a personal extension of her lifestyle, focusing on California-inspired elegance, thoughtful gifting, and everyday items with a touch of sophistication. The candle collection was marketed with romantic, personal storytelling, including scents tied to meaningful moments. However, the mismatch between the aspirational messaging and the visual imperfections in the launch materials has fueled accusations of inauthenticity and poor execution. Detractors argue that a brand emphasizing care and detail should have caught such an obvious issue before going public with the campaign.

Supporters of Markle have pushed back, suggesting the criticism is disproportionate or motivated by existing negativity toward the Duchess. Some fans noted that tunneling can occur even with high-quality candles if not photographed under ideal burning conditions, and that the focus should remain on the brand’s overall vision rather than isolated promotional photos. Still, the volume of negative commentary has created a challenging narrative that overshadows the intended positive launch.

The inclusion of oversized matchboxes as a free add-on with certain bundles also drew mixed reactions. While intended as a thoughtful touch, some viewed the gesture as tone-deaf or insufficient, especially amid broader questions about product quality. The combination of premium pricing, perceived production shortcuts, and visible imperfections has left many wondering whether the brand’s ambitions are outpacing its current execution capabilities.

For Markle, who has invested significant personal energy into building As Ever as a post-royal career milestone, these repeated setbacks represent more than just product hiccups. They highlight the intense public scrutiny that accompanies any venture tied to her name. Previously praised for her curation and storytelling instincts, she now faces pressure to prove that the brand can deliver on its luxury promises with consistent quality and professionalism.

Industry observers note that lifestyle brands launched by celebrities often struggle with the gap between aspirational marketing and tangible product standards. In Markle’s case, the high expectations set by her global profile make even minor missteps more visible and more harshly judged. The tunneling issue, while seemingly small, became symbolic for critics of larger concerns about attention to detail and value.

As the conversation continues online, As Ever has not issued a detailed public response to the specific criticism regarding the promotional images. The brand’s focus appears to remain on the customer experience and future drops, but the current wave of backlash could impact early sales momentum and long-term perception. Markle’s team has previously emphasized learning curves and growth in the brand’s development, acknowledging the challenges of launching a new business.

Despite the controversy, some positive voices have emerged. A few customers and influencers who received early products have praised the scents and packaging, suggesting that the visual issue in photos may not reflect the actual burning performance for all buyers. However, in today’s social media-driven marketplace, first impressions — especially visual ones — carry significant weight.

This incident underscores the complexities of building a lifestyle brand in the public eye. What begins as an exciting product announcement can quickly spiral into debate when details don’t align with expectations. For Meghan Markle, transforming As Ever into a respected, sustainable venture will require not only creative vision but also rigorous quality assurance and damage control when issues arise.

As the dust settles on this latest launch, the conversation remains heated. Some see it as another chapter in ongoing criticism of Markle, while others view it as a legitimate call for better standards from a brand charging premium prices. Whether this “disaster” moment becomes a learning opportunity or a lasting stain on the brand’s reputation remains to be seen. For now, the spotlight is firmly on As Ever’s ability to address concerns and deliver products that match the elegant image it projects.

In the competitive world of celebrity-backed lifestyle brands, consistency and quality are non-negotiable. Markle’s latest candle launch has provided a high-profile reminder of that reality — and a clear challenge for the brand to rebuild trust and prove its worth in the eyes of skeptical consumers.