Meghan's Mysterious Video Sparks Launch Speculation

Meghan's Teaser for a Major As Ever Announcement

Meghan, the Duchess of Sussex, has recently sparked widespread speculation about a significant announcement related to her lifestyle brand, As Ever. On Thursday night, she shared a video on Instagram that featured her walking casually among trees, dressed in a black dress and white cardigan. The clip, set to piano music, included the message: "Save The Date 10.28.2025... As Ever." An excerpt from the video was also posted on her Instagram story.

In the video, Meghan is seen reaching up towards a tree before the screen fades to reveal the As Ever logo—a palm tree with two birds. While the exact nature of the announcement remains unclear, many believe it could signal a new product launch or campaign by Meghan. This comes as rumors continue to circulate about her plans to expand her business ventures.

A New Direction for As Ever

Meghan's As Ever brand has previously offered a range of products, including £10-a-jar jam and Sauvignon Blanc wine. However, there are indications that her latest endeavor might take her into the beauty industry. Following a challenging partnership with Netflix and the release of her podcast Archetypes, Meghan may be looking to diversify her portfolio.

Recent Instagram posts have shown Meghan applying lipstick, with the brand names obscured. Industry sources suggest this could be a sign that she is preparing to promote her own makeup line. One insider told The Mail on Sunday, "On her Instagram reel, the make-up lined up on her dressing table was unbranded or had the brand labels obscured, which felt deliberate. That's a tell-tale sign Meghan has something in the pipeline."

Potential for a Beauty Empire

If the upcoming announcement indeed involves a makeup line, it would place Meghan in the footsteps of successful celebrities like Selena Gomez and Serena Williams. Gomez's brand has not only achieved massive success but has also helped her reach billionaire status. So far, As Ever has focused on artisanal food products, supported by her Netflix series With Love, Meghan.

The brand has sold items such as jam, apricot spread, honey, wine, and dessert mixes. These products have typically sold out within hours of their release, although the profitability of the business remains uncertain.

Strategic Moves and New Collaborations

Speculation about a potential makeup line has intensified with Meghan's recent appearances at Paris Fashion Week and her interactions with the mastermind behind Kim Kardashian's Skims range. The Duchess was also pictured at a vegan banquet in Los Angeles, where she was seen enjoying her 2024 Sauvignon Blanc wine alongside Emma Grede, a Dragons' Den star and multi-millionaire.

Although no official collaboration has been confirmed, these events could indicate a shift in Meghan's business strategy. A source told the Mail, "The word in New York is that her eye is already onto the next big thing and that's why she met Vogue editor Chloe Malle during her trip to the city."

Industry Insights and Future Prospects

The beauty industry is known for generating substantial profits, and it is widely believed that Meghan could capitalize on this opportunity. A source added, "What makes big money, like really big money? Make-up, of course. She could make a lot more money in beauty than selling pots of jam."

Meghan's recent move to part ways with her tenth publicist in five years has also raised questions about her future direction. Emily Robinson, who joined Harry and Meghan's team as director of communications in June, has already left the role. Her tenure was controversial, as she had worked on The Crown, a show that aired several damaging narratives about the Royal Family.

Looking Ahead

As the countdown to October 28, 2025, begins, fans and industry insiders alike are eagerly awaiting what Meghan has in store for As Ever. Whether it's a new product line, a campaign, or an entirely different venture, one thing is clear—Meghan is determined to revitalize her brand and explore new opportunities in the business world.