Meghan Markle has rejected the label of “influencer” ahead of the launch of her new Netflix cookery series – insisting she instead sees herself as an entrepreneur. This distinction comes as the global influencer marketing industry continues to expand rapidly in the lifestyle content sector.
The 43-year-old is set to debut ‘With Love, Meghan’, an eight-part series, on Tuesday (04.03.25) morning. The series represents Netflix’s continued investment in celebrity-driven lifestyle content, a growing segment of their programming strategy.
It will be accompanied by a merchandise range under the brand ‘As Ever’, marks a return to the spotlight for Meghan, who said it had helped her to “find herself” again. Celebrity lifestyle brands have become increasingly prevalent across multiple retail categories in recent years.
“I see myself as an entrepreneur and a female founder and if the brand ends up influential, then that’s great,” she told People magazine about the launch. Women-led businesses have been gaining significant traction in the entrepreneurial landscape despite facing numerous challenges.
Meghan, who lives in Montecito, California, with her husband Prince Harry, 40, and their children Archie, five, and Lilibet, three, also spoke about family life. Montecito has become a sought-after location for celebrities seeking privacy while maintaining proximity to Los Angeles.
She recalled how Archie tells her: “Mama, don’t work too hard.” Work-life balance remains a significant priority for many working parents in today’s demanding professional environment.
And she described the Sussex title as “part of (Harry and I’s) love story” and said working on the show had reignited “a spark” in her husband’s eye. The couple officially stepped back from royal duties in March 2020, a decision that transformed their public and private lives.
“It’s almost like a honeymoon period again because it’s exactly how it was in the beginning when he’d watch me scribbling away, writing newsletters, fine-tuning edits and just really being in the details of it,” she went on. “I see this spark in his eye when he sees me doing the thing that I was doing when he first met me.” Shared creative pursuits often strengthen relationship bonds between couples.
Meghan’s series has been filmed inside an $8 million mansion near her and Harry’s home. The luxury real estate market in Santa Barbara County has become increasingly popular among entertainment industry figures.
It will feature Meghan cooking, baking, and arranging flowers while entertaining friends. Cooking shows continue to dominate lifestyle programming across streaming platforms, appealing to wide demographic ranges.
The show is seen as a crucial test for the Sussexes’ $100 million Netflix deal, following the success of their ‘Harry and Meghan’ docuseries and the underwhelming reception of their ‘Polo’, ‘Live to Lead’ and ‘Heart of Invictus’ programme. Streaming platforms are increasingly investing in celebrity partnerships for exclusive content.
Netflix’s involvement extends beyond the show, with Meghan revealing the company is also a partner in her business. This type of comprehensive media partnership represents a new model for celebrity brand development.
“Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge,” she added. Strategic corporate partnerships can significantly accelerate the growth of new lifestyle brands.
The duchess also discussed the recent rebranding of her lifestyle venture from ‘American Riviera Orchard’ to ‘As Ever’. Brand evolution is often necessary to align with broader market opportunities and business vision.
Trademark filings revealed plans to sell baking mixes under the brand, which could place it in competition with companies such as Betty Crocker and Dr Oetker. The baking mix market represents a significant opportunity within the broader food and lifestyle sector.
Meghan said: “Last year, I had thought, ‘You know what, American Riviera, that sounds like such a great name, it’s my neighbourhood, it’s a nickname for Santa Barbara’ – but it limited me to things that were just manufactured and grown in this area.” Geographic brand limitations can significantly restrict potential market reach and product development.
The name change sparked a reaction from Mark Kolski, 58, owner of independent New York retailer As Ever NYC. Small business owners often face challenges when larger brands adopt similar naming conventions.
He initially expressed concerns over potential trademark conflicts but later decided not to pursue legal action. Trademark considerations are particularly complex in retail and consumer product sectors.
“I’m not trying to mount some legal offensive here. Right now, I’m just going back to work, and I’m trying to keep the awareness on my brand,” Mr Kolski told the New York News. Building brand recognition remains a primary concern for independent retailers.
Meghan also told People about hosting neighbors at her Montecito home during the winter break. Community engagement has become an increasingly important aspect of celebrities’ private lives.
“We hosted a little camp because winter break was long,” she said. “We had several days with different families at our home, and we were able to get to know the parents better, and all the kids could play… it’s a dream.” Creating structured social environments for children has become a priority for many parents.
The launch of Meghan’s show was delayed from January due to the Los Angeles wildfires. Environmental factors continue to impact production schedules throughout California’s entertainment industry.
