Meghan Markle's new brand slammed as a ‘mess’, critics say she lacks direction

Meghan Markle has unveiled the new name for her lifestyle brand, but while some fans are excited about its launch, critics are calling it disorganized and poorly planned.

On Monday, the Duchess of Sussex took to Instagram to announce that her brand, originally called American Riviera Orchard (ARO), has been rebranded as As Ever, with Netflix stepping in as a partner.

The former actress also launched the official website, featuring a black-and-white photo of her with Princess Lilibet running in the background.

While some of Meghan’s supporters praised the update, many critics pointed out inconsistencies in the brand’s rollout, labeling it chaotic.

One social media user called the branding process a disaster: "But here's the massive, glaring problem. This is the THIRD, yes THIRD, name she's using. She hasn't sold a single product yet, and her brand is already massively fractured. She's used ARO, ‘With Love, Meghan,’ and now ‘As Ever.’ Will the real Meghan Markle brand please stand up?"

Another user echoed the same sentiment: "A company or brand name can change during the creation of a brand. Meghan essentially launched her brand with products under a totally different name and logo, that she now has to change. This is a mess, a disaster, but of Meghan’s own making."

Many agreed, with one adding: "From ARO to With Love, Meghan, to As Ever, Meghan. The rolling out without substantial product stock, trademark secured, domain secured, etc., with generic names and confusing logos shows immaturity. In today's world, everyone has ideas; it's execution that gets you on top. Huge mess."

What does ‘Tig’ mean in Meghan Markle’s blog?

Before Meghan Markle married into the royal family, she ran a lifestyle blog called The Tig, named after Tignanello, a red wine that she adored. She described "The Tig" as the moment when she finally understood good wine. 

RELATED: Meghan Markle issues major career update as Prince Harry returns home