As someone who's spent this year covering every aspect of Meghan Markle's reinvention, I thought I'd seen it all. But the Duchess of Sussex's latest As Ever holiday collection has genuinely stopped me in my tracks. Not because it's breathtakingly beautiful or particularly inventive, but because it's eye-wateringly expensive and a complete rip-off.
Meghan, 44, launched her latest lifestyle venture back in the spring. And this season the royal's packed her latest drop with "elevated essentials" for the festive period - candles, honey, and spice kits - that can all be wrapped up in her signature beige packaging.
The products appear to evoke luxury, mindfulness, and a touch of Montecito calm. But once you look past the dreamy branding, you'll realise these are everyday items dressed up with designer price tags.
First up, Meghan's Signature Candle No.084 - which can be yours for £50 ($64). Yes, I said it, fifty pounds for one candle. It's described as a "luxury scented candle" with notes of "Water Lotus, Sandalwood and California Poppy".
While it may look lovely and soothing, let's be honest, it looks suspiciously like Aldi's Hotel Collection Classic Ceramic Candle, which costs just £6.99.
Both come in white ceramic jars embossed with a pretty pattern and promise a calming aroma. The difference? One costs less than a takeaway pizza, and the other could cover your weekly food shop.
For the price of Meghan's single candle, you could stock up on an entire year's worth of them. It's not luxury; it's marketing. The Duchess may call it minimalist elegance, but to me, it's just another example of packaging over practicality.
Next up, the Hot Toddy Mulling Spice Kit, which costs £13 ($16). At first glance, I must admit it looks pretty and delicate - on brand for Meghan's minimalist aesthetic.
But in theory, it's a small bag of dried spices, packaged in cream and gold with a logo slapped over it. Really, it's basically a DIY mulled drink you could make yourself for pennies.
The hot toddy is a British winter staple, not some exclusive Californian concept. Our grandmothers have been making this for generations and you probably have everything in your kitchen cupboard already. Queen Elizabeth II would be turning in her grave - Meghan once again coining in on the monarchy.
It's Meghan's attempt to sell the British idea of comfort back to the public, but with an LA price tag attached.
Then there's the Honey Duo Gift Set, priced at £49 ($62). For that, you get two small jars - one Wildflower and one Orange Blossom. This looks beautifully presented in her signature packaging, but strip away the branding, and it's just honey.
And not even rare honey. Holland & Barrett sells its own Orange Blossom Honey for £4.50 - fragrant, natural, and made by bees that forage on actual orange blossoms. That's over ten times cheaper than Meghan's version.
Yes, her jars are wrapped up like luxury skincare and no doubt sourced from the most idyllic Californian farms, but let's be honest: no one needs £49 honey. You could buy an entire Christmas food shop for that. It's luxury for luxury's sake - sweet, yes, but it leaves a slightly bitter aftertaste for me.
There's no denying Meghan Markle has impeccable taste. Her love of quiet luxury design is obvious in everything she creates. But this As Ever collection feels completely disconnected from the people she once claimed to represent - the everyday woman.
It's a line that preaches mindfulness and accessibility, but in reality, it's as out of reach as ever. These are basic home comforts - a candle, a hot drink, a jar of honey, sold at royally ridiculous prices.
As someone who's spent years analysing royal wardrobes and lifestyles, I can safely say this: luxury isn't about cost, it's about quality, authenticity, and heart. And sadly, As Ever feels like it's missing all three.
So this Christmas, I'll be lighting my £6.99 Aldi candle, mixing up my own hot toddy, and drizzling Holland & Barrett honey over toast - all for less than the cost of Meghan's single jar. Sometimes, elegance doesn't come in gold packaging. It comes in knowing a good deal when you see one.
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