Meghan Markle is working to extend trademark protection for her As Ever lifestyle brand globally, facing objections from several countries. The Duchess of Sussex announced her business expansion in June 2025, and filings reveal her plans. These encompass diverse categories, including cocktails, cosmetics, home furnishings, retail stores, films, television shows, and podcasts.
However, applications in South Korea, Japan, Brazil, and New Zealand have met objections from trademark authorities, who question the scope of proposed business activities. It’s important to note that trademark applications are often defensive, protecting against other companies using similar names or branding.
Regarding South Korea, officials flagged a potential conflict between new applications and earlier As Ever trademarks under the same company, 2022 Trademarks LLC. They cited a likelihood of confusion due to identical sound and meaning with previous trademarks.
The objection includes alcoholic beverages, non-alcoholic cocktail mixes, and retail services involving films, television, and podcasts. Questions arose about product descriptions, including jams, sauces, spices, coffee, tea, biscuits, chocolate, and honey.
In Japan, authorities issued a total provisional refusal, citing vague or broad goods and services descriptions. The Japan Patent Office questioned the actual use or intent to use the trademark across proposed retail services, suggesting solutions like evidence submission or application narrowing.
Brazil experienced a decisive setback with a total provisional refusal, becoming final after failing to provide additional requested information. This refusal doesn’t prevent separate applications.
New Zealand issued partial provisional refusals, questioning proposed retail services in food, cooking, decorating, gardening, travel, well-being, fashion, and ‘conscious living.’ Concerns also covered entertainment information description related to films, television, podcasts, audiobooks, music, books, and magazines.
These filings illustrate As Ever’s broad international trademark protection pursuit, from food and lifestyle products to retail, entertainment, and digital services. Meghan’s overall online traffic decline emphasizes new market expansion as a crucial growth opportunity.
Royal expert Richard Fitzwilliams commented, stating Meghan aims to maximize financial gain using her brand, although receptions may vary by country. Provisional refusals allow applicants to amend applications or address examiner concerns, while Brazil’s refusal is final for that designation.
In the United Kingdom, As Ever secured substantial trademark protection despite partial refusal for ‘online retail store services.’ Authorities emphasized the lack of precision and clarity in listing goods and services. The UK secured protection includes jams, marmalade, honey, tea, alcoholic drinks, wallpaper, yoga mats, and matchboxes.
Retail services cover cosmetics, home furnishings, gardening supplies, pet products, and candles, with entertainment services like films, television, podcasts, and music. Approved specifications encompass digital publishing, educational workshops, and software for personalized stationery and invitations.
In Canada, after initial setbacks, As Ever applications were approved in September 2026, showing the resolution of earlier objections.