If you thought Meghan Markle was done trying on industries like designer dresses, think again. The Duchess of Sussex, 43, is reportedly stepping into her latest rebrand—luxury hotelier. Yes, really. According to RadarOnline, Meghan is trademarking her lifestyle biz As Ever to cover “hospitality services,” which could include everything from dreamy hotels to candle-lit restaurants. (So basically, her own Gwyneth Paltrow x Paris Hilton crossover moment.)
And honestly? We kind of saw it coming.
In her docuseries With Love, Meghan—which feels like Pinterest, wellness, and monogrammed towels got together and had a baby—she gave us major hostess energy. Think homemade jam aesthetics, curated linen sheets, and passive-aggressive mentions of “prep” for her guest room. (Translation: Martha Stewart with a tiara.)
Now, word on the coast is Meghan’s about to bottle up her lifestyle-inspo realness into an actual business venture—à la Paris Hilton, the original hotel heiress and chaos icon. Move over Montecito, there’s a new boutique resort queen in town.
A Duchess With a Dream (and a Trademark)
According to reports, Meghan has filed to expand As Ever’s reach into hospitality—because lifestyle candles clearly weren’t enough. The brand already positions itself as “a love language” (unclear if it’s Words of Affirmation or Acts of Service), and now it wants to become your next vacation moodboard too.
A new photo on the As Ever Instagram shows Meghan running through the sea in a gauzy white dress, arms open like a Hallmark mermaid. The caption? “So excited for all the good to come! Running into the weekend like 🌊” — and yes, you can hear the inspirational flute music playing softly in the background.
Paris, But Make It Polo Club
It’s giving Paris Hilton playbook, but with tea towels and Sussex subtlety. Both Meghan and Paris are reality-adjacent celebs with household names, branded aesthetics, and just enough legacy to convince you it’s luxe. Only difference? Meghan is selling serenity. Paris is still selling party.
And while Brits may have side-eyed Meghan’s recent Instagram resurgence—cough the infamous hospital twerk video cough—Gen Z America is eating it up like it’s a $26 Erewhon smoothie. The hospital clip drew major flack in the UK for being, well…vulgar. But sources say Meghan is unbothered. Apparently, what’s cringe in London is trending in LA.
“Her new products are marketed at Americans, not the UK,” says a source.
Translation: Keep calm and mind your own market.
With As Ever reportedly filming a second season, launching hotels, and teasing soft-focus beach content, Meghan’s evolution from duchess to digital duchesscore mogul is well underway. Paris Hilton walked so Meghan Markle could soft-launch a spa resort in Santa Barbara.
