Meghan Markle’s lifestyle brand As Ever launched in April to swift sales success, with many products selling out within the first hour.

Yet despite this promising start and a recent restock, two branding experts have harshly criticized the venture, calling it inauthentic and driven more by fame than substance.

On their podcast The Art of the Brand, Canadian lawyer Phillip Millar and California marketing executive Camille Moore voiced strong skepticism about Meghan’s motives and the execution of the brand.

Millar claimed the project is being “run by a confederacy of dunces” and said its purpose is simply to “maximize the value of her fame” from Suits and her royal ties.

He accused Meghan of misrepresenting herself and called her approach “not legitimate,” adding, “It’s not intelligent. It’s not well executed.”

He went further, labeling the duchess a “fraud,” stating her brand was never built on substance but rather on “using people.”

Despite sold-out products, Millar claimed nothing about As Ever stood out “to a distinguishing eye,” and argued its success reveals “how gullible a lot of consumers are.”

Moore echoed his views, branding As Ever the “worst brand execution to date.” She argued Meghan showed “zero ownership” and was simply “labeling her brand.”

Moore added, “She’s doing such a brutal—or good—job, depending how you look at it, of getting free PR and then absolutely sh-ting the bed.”

Still, As Ever has enjoyed real commercial traction. Following its initial launch, Meghan restocked several items, including three herbal teas, a crepe baking mix, shortbread cookie mix, and new jam flavors like apricot spread and orange blossom hominy. She also introduced a rosé wine described as having stone fruit notes and gentle minerality.

While her focus has shifted to entrepreneurship, Meghan recently admitted she “sometimes” misses acting. Speaking on the Aspire with Emma Grede podcast, she reflected on filming her Netflix series With Love, Meghan and how it reminded her of her time on Suits.

“Being back on set was great,” she shared. “I realized how much I missed my crew. Even though it wasn’t scripted, it gave me a piece of that life back. And building my own business also gives me that team dynamic I really craved.”