Meghan Markle has been urged to « clearly separate » her two online shops when she launches her As Ever brand following her latest move. The Duchess of Sussex launched a new online shop this week containing a « curated » collection of some of her favourite fashion and beauty essentials.
Meghan’s new page is on fashion website ShopMy, which is similar in style to the likes of liketoknowit in the UK. She will take a commission on any purchases fans make through the links. The duchess’s new online shop features several of her signature pieces listed, including her white linen shirts, striped shirts, various jumpers in her favourite colours, and her beloved YSL sandal slides.
In her beauty page, Meghan has included the nail varnishes she wore in her new Netflix series, CND’s Satin Slippers and Romantique, as well as her favourite skincare products from her close pal’s brand Tatcha – its iconic Dewy Skin cream and its serum stick.
Also included is lotta body’s Control Me Edge gel, which she uses to achieve her signature slick ponytails, as well as Sarah Chapman’s 3d Moisture Infusion Mask.
The new shop dropped just as royal watchers were anticipating her As Ever brand – which she also launched earlier this month – to start making purchases available online.
And now a PR expert cautioned the duchess that she needs to separate the two in order not to confused fans.
Renae Smith, founder and director of The Atticism, told the Express: « Right now, she’s acting as a curator of other people’s products while simultaneously teasing her own brand. That could feel disjointed.
« If I were advising her, I’d recommend clearly separating the two. Perhaps treating ShopMy as a ‘Meghan’s Picks’ or a casual side channel, while positioning As Ever as the serious, flagship brand.
« Without that distinction, she risks blurring the lines and diluting the messaging around both. »
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