Meghan Markle aims to expand trademark protection for her As Ever lifestyle brand internationally, facing objections in several countries. In June 2025, the Duchess of Sussex announced her plans for global business expansion. Trademark filings in various nations reveal these plans in development. As Ever seeks rights for products and services ranging from cocktails and cosmetics to home furnishings, retail stores, entertainment, and podcasts.
Trademark Objections in Various Countries
Applications in South Korea, Japan, Brazil, and New Zealand have met objections from trademark authorities regarding the scope of proposed business activities. While trademark applications often serve as a defensive strategy to prevent similar names or branding, not all listed products or services may launch.
A source close to As Ever commented: “We’re not worried. This is all pretty routine. There are different processes for different territories. The main thing is the As Ever brand continues to grow and go from strength to strength.”
Challenges in Specific Markets
South Korea’s Concerns
South Korea’s Ministry of Intellectual Property highlighted a potential “likelihood of confusion” with earlier As Ever trademarks under the same company. Officials noted the latest trademark was identical in sound and meaning to earlier submissions. This objection involves alcoholic beverages, non-alcoholic cocktail mixes, retail services, and entertainment.
Japan’s Provisional Refusal
Japan issued a provisional refusal due to descriptions perceived as vague. The Japan Patent Office requested evidence of existing business activity or a detailed business plan to address the concerns. The trademark protection requires amendments by a local representative.
Brazil’s Definitive Setback
Brazil’s authority issued a refusal after judging descriptions of retail and online stores too imprecise. The refusal was finalized due to a lack of supplementary information, aligning with Brazilian law. While the decision covers the current application, it does not bar future separate applications.
New Zealand’s Partial Refusal
In New Zealand, a partial refusal questioned services related to food, decorating, travel, and more. Regulatory bodies also scrutinized entertainment-related descriptions.
Implications for As Ever
The trademark filings reveal As Ever’s ambition in international markets, encompassing food, lifestyle, and digital services. With online traffic declining, entering new markets could offer growth opportunities. Royal expert Richard Fitzwilliams noted: “Meghan intends to make as much money as she possibly can using her brand. As Ever is known globally, albeit with varying receptions.”
Applicants often revise applications to meet concerns. However, Brazil’s outright refusal remains final. Not all proposed products or ventures are guaranteed for launch.
Status of UK Trademark Application
In the UK, As Ever achieved trademark protection after a partial refusal regarding “online retail store services.” Concerns about clarity and precision of descriptions arose. Despite that, coverage included jams, honey, home furnishings, and entertainment among other services. As Ever is anticipated to market products like $14 tea tins and $64 scented candles.
Canada previously issued provisional refusals but has since approved applications, underscoring resolution of prior objections and securing trademark rights.
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