Meghan's 'Dolphin Tank' Rises: Championing Female-Led Brands Over Competition

The Duchess of Sussex, Meghan Markle, is navigating the complexities of entrepreneurship and social media to build her lifestyle brand, , while leveraging her global influence to champion women-led businesses. The brand, launched in 2024 with Netflix as its sole investor and partner, sells homegoods like jarred jams, flower sprinkles, and teas, reflecting her passion for tactile, accessible products, according to a Fortune profile. However, the venture has faced scrutiny over profit-sharing with Netflix and challenges in scaling beyond the U.S. market, a GB News article reported.

Meghan's approach to social media—once a contentious arena during her early royal years—has evolved into a calculated strategy to protect her brand and community. She has disabled comments on posts to shield supporters from negativity and prioritizes handwritten notes to foster engagement, Fortune reported. "It's about designing what works best for you while being intentional and authentic," she told Fortune. This ethos extends to her media ventures, including the Netflix series With Love, Meghan and the podcast Confessions of a Female Founder, which blend personal storytelling with business insights, according to the Fortune profile.

The path to launching As Ever was not without growing pains. Initially named American Riviera Orchard, the brand faced trademark disputes, prompting a rebrand to As Ever in 2024, as detailed in a Harper's Bazaar interview. Despite initial setbacks, Meghan remains optimistic, crediting her resilience to lessons learned from her early career as an actress and her advocacy work. Her 2015 UN speech on gender equality and lifelong commitment to women's rights continue to inform her business philosophy, the Fortune piece noted.

Financial dynamics with Netflix, however, have drawn criticism. While the streaming giant has praised Meghan's "remarkable influence," insiders suggest she is "lost" due to Netflix's significant profit share, a GB News article argued. The company's co-CEO Ted Sarandos highlighted the commercial success of her 2023 documentary, which drove global sales of products featured in the film, but analysts question whether As Ever's premium-priced items—such as $28 wildflower honey—will sustain demand during economic uncertainty, according to Woman Magazine.

Beyond As Ever, Meghan is expanding her investment portfolio, backing female-founded brands like Cesta Collective and Highbrow Hippie. She describes her approach as a "dolphin tank," contrasting with the cutthroat "Shark Tank" model, emphasizing collaboration over competition. Her investments align with her vision of using influence for "good," a strategy honed during her royal years when her fashion choices amplified lesser-known designers.

The Duchess also plans to diversify As Ever into hospitality, including food-and-drink services and temporary accommodations, according to a Vanity Fair report. While U.S. product restocks sell out rapidly, international expansion—particularly in the UK—has been cautious. A partnership with London-based gifting service Colford has introduced her products to UK audiences, but skeptics argue her brand's appeal remains tied to her celebrity status, The Independent reported.

As Meghan balances business growth with public scrutiny, her narrative underscores the challenges of building a brand in the digital age. "People still want to find creature comforts," she told Fortune, acknowledging that discretionary spending remains resilient despite economic headwinds. Whether As Ever solidifies her legacy as a business leader or faces further hurdles, her journey reflects the broader tensions between celebrity entrepreneurship, social media influence, and the pursuit of authenticity in a saturated market.