Meghan Markle is back. Finally.
After years of "will she or won't she" rumors, the Duchess of Sussex effectively broke the royal-watching corner of the internet on New Year’s Day 2025. She didn't just post a photo; she dropped a grainy, cinematic video of herself on a beach in Montecito, barefoot and wearing all white, etching the numbers "2025" into the sand.
It was simple. It was very "California cool." And honestly, it was a massive middle finger to the years of digital silence she’s maintained since the @SussexRoyal account went dark in 2020.
The @Meghan Era begins
The handle isn't complicated. It’s just @meghan. No titles, no "HRH," no "Duchess of Sussex" in the main handle—though the bio clarifies exactly who she is. It’s a power move, really. Getting a first-name-only handle on Instagram is basically the digital equivalent of being Madonna or Beyoncé.
For a long time, that account sat there as a "ghost" profile. It had no profile picture and zero posts, but it still managed to rack up thousands of followers while everyone speculated if it was actually her. Well, now we know.
Why now?
You have to look at the timing. It’s not just about the New Year. Meghan has been building toward a massive commercial relaunch for the better part of two years. Between the Netflix deals and her lifestyle brand, she needs a direct line to her audience that doesn't involve a spokesperson or a formal press release.
From American Riviera Orchard to "As Ever"
Remember the teaser for American Riviera Orchard back in March 2024? That was the first time we saw her back on the platform in any capacity. It was all very gold-crested and calligraphic, looking like a high-end wedding invitation.
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But things changed. By early 2025, sources and trademark filings revealed a pivot. The brand is now largely operating under the name As Ever.
According to Meghan herself—speaking in a video shared to her new account—the original name felt a bit "limiting." She mentioned that while she loves the "American Riviera" (a nickname for Santa Barbara), she didn't want the brand to be stuck only selling things made in that specific zip code.
What is she actually selling? It’s a mix. If you’ve checked out the site or the tagged posts, it’s basically "The Tig" on steroids.
- Lifestyle Goods: We’re talking apricot spreads, raspberry jams, and honey gift boxes.
- Home Decor: Think "coastal grandmother" aesthetic—linens, tableware, and those specific flower-sprinkle sets she’s fond of.
- Wellness: A heavy focus on teas, including a $14 herbal peppermint blend that reportedly sold out in the first wave.
- Pet Care: Dog leashes and bird seed. Yes, bird seed.
The "With Love, Meghan" Netflix Connection
This isn't just a shop; it's a content machine. Her return to Instagram coincides with her Netflix cooking and lifestyle series, With Love, Meghan.
The show is essentially the visual manual for the products she’s selling. You see her using the jam on the show, and then you click the link in her bio to buy it. It’s a business model that stars like Martha Stewart and Ina Garten perfected decades ago, just updated for the Reels era.
The expert verdict
Royal experts like Jasmine Carey have pointed out that this move could be worth millions. Every time she posts a "casual" video of her and Prince Harry (who reportedly filmed that beach comeback clip), she’s reinforcing the brand.
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But it hasn't been a total landslide victory. Some critics, including those on Hello! Magazine’s podcast, noted that the follower growth was slightly slower than expected initially. It hit 2 million pretty fast, but it didn't immediately hit the 10 or 20 million mark some predicted.
Navigating the "Digital Minefield"
We can't talk about Meghan Markle returning to Instagram without talking about the toxicity.
Meghan has been very vocal about the "unsurvivable" abuse she faced in 2019. In her 2020 Teenager Therapy podcast appearance, she mentioned being the "most trolled person in the world."
How she’s handling it now:
- Limited Comments: You’ll notice you often can't just hop on her posts and start typing. Comments are frequently restricted or turned off entirely.
- Curated Content: Everything is filmed with a soft-focus, Super 8 vibe. It feels intimate, but it’s actually very controlled.
- The "Dislike" Philosophy: She’s previously suggested that platforms like Instagram need a "dislike" button to reduce vitriolic commenting. Since that doesn't exist, she's essentially creating a one-way broadcast channel.
What this means for your feed
If you’re following the account, expect a lot of "behind the scenes" glimpses that feel personal but are meticulously branded. It’s a shift from the @SussexRoyal days, which felt like a government bulletin.
Now, it’s about Meghan the person—the mom, the cook, the Montecito neighbor.
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It’s a bit of a gamble. By opening the door even an inch, she’s inviting the public back into her private life. But for someone trying to sell $60 honey sets and luxury dog beds, privacy might be a secondary concern to "reach."
How to engage with the new era
If you're looking to follow along or even replicate her "coastal" success, there are a few things to keep in mind.
First, look at the aesthetic. She uses a lot of gold, cream, and neutral tones. It’s designed to look expensive but "accessible" (if your version of accessible includes 18k gold Cartier Love bracelets).
Second, watch the video style. She’s leaning heavily into short-form video that focuses on feeling rather than information. It’s about the mood.
Lastly, keep an eye on the shop updates. The As Ever site has been cycling through stock quickly, and the "limited edition" drops are where the real hype is.
This isn't just a social media return; it's the launch of a commercial empire. Whether you love her or find the whole thing a bit much, you can't deny that Meghan knows how to command a room—even a digital one.
Next Steps for You:
Check the official @meghan account for the latest product drops from As Ever, as the "A Moment to Unwind" sets and specialty jams often sell out within hours of a new post. If you're interested in the lifestyle she’s pitching, her Netflix series With Love, Meghan provides the best context for how she actually uses these goods in her Montecito home.