Meghan Markle’s Global Expansion Faces Setbacks in Four Countries - Newsweek

Meghan Markle is seeking to expand trademark protection for her As Ever lifestyle brand around the world and has encountered objections in several countries, Newsweek can reveal.

The Duchess of Sussex announced in June 2025 that she planned to take her business global and filings from a series of countries show her plans taking shape. The company has sought rights covering everything from cocktails and cosmetics to home furnishings, retail stores, films, television shows, and podcasts.

But applications in South Korea, Japan, Brazil and New Zealand have encountered objections from trademark authorities, who questioned the breadth of some proposed business activities.

South Korean officials also flagged a potential conflict between the Duchess of Sussex's latest application and earlier As Ever trademarks recorded under the same company. There is nothing to suggest Meghan intends to launch every product or service listed, since trademark applications are often filed defensively, to stop other companies setting up with similar names or branding.

A source close to As Ever told Newsweek: "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."

Such hurdles are common when setting up a business and it may be she overcomes the objections in time, as she did when establishing the business in the U.S., Britain and Canada.

However, the filings suggest Meghan's global expansion may be broader than initially thought. As Ever appears to have made the necessary alterations to her trademark applications in Britain and Canada, and Australia is also thought to be a target country for Meghan's business.

In correspondence, South Korea's Ministry of Intellectual Property raised the possibility of a "likelihood of confusion" between the Duchess of Sussex’s latest application and earlier As Ever trademarks.

The earlier applications cited by officials are also listed as belonging to 2022 Trademarks LLC—the same company behind the Duchess of Sussex's latest As Ever application.

Examiners said the latest mark was identical in sound and meaning to an earlier As Ever trademark.

The objection covers alcoholic beverages, non-alcoholic cocktail mixes, retail services and entertainment involving films, television shows and podcasts.

Officials also questioned descriptions of products including jams, sauces, spices, coffee, tea, biscuits, chocolate and honey.

Japan issued a total provisional refusal after examiners found some descriptions of goods and services too vague or broad.

The Japan Patent Office also questioned whether the applicant was using, or genuinely intended to use, the trademark across its proposed retail services.

Officials said the company could address the concerns by providing evidence of existing business activity, submitting a declaration supported by a business plan, or narrowing the application.

They added: "The written opinion and/or amendment must be submitted through a representative domiciled in Japan.

"The trademark claimed in this application can be protected, subject to amendments to be made by the holder of theinternational registration."

In Brazil, the application suffered a more definitive setback.

The Brazilian National Institute of Industrial Property initially issued a total provisional refusal after finding that descriptions of retail and online stores selling a "wide variety of consumer goods" were insufficiently precise.

However, the refusal subsequently became final after the applicant failed to provide the additional information requested.

Brazilian officials said: "We would like to inform you that your trademark has been refused in Brazil because the applicant failed to comply with the requirement for additional information in accordance with Brazilian Industrial Property Law."

They added: "There is no further action possible as the applicant is not allowed to appeal against the decision."

The decision applies to that particular international trademark designation and does not necessarily prevent the company from making a separate application.

Meanwhile, New Zealand issued a partial provisional refusal questioning proposed retail services covering food, cooking, decorating, gardening, travel, well-being, fashion, and "conscious living."

Officials also raised concerns about descriptions involving entertainment information relating to films, television, podcasts, audiobooks, music, books and magazines.

The filings show the scale of the trademark protection As Ever is seeking across international markets, extending from food and lifestyle products into retail, entertainment and digital services.

Meghan's online traffic has been on a general downward trajectory so far in 2026 so expanding into new markets could offer her a key opportunity to grow the business.

Royal expert Richard Fitzwilliams gave his thoughts on the expansion, telling Newsweek: "Meghan intends to make as much money as she possibly can using her brand. She can do what she likes.

"As Ever is a brand that is known worldwide. Meghan can test the water in any country although the reception she gets may vary."

Provisional refusals generally allow applicants to amend their applications or address examiners' concerns. Brazil's confirmed refusal, however, represents a final decision on that particular designation. The applications do not establish that every proposed product or venture will be launched.

In the United Kingdom, As Ever secured substantial trademark protection despite a partial refusal after requesting protection for the phrase "online retail store services."

Officials said: "The list of goods/services are so broad that they do not constitute a proper list of goods/services," adding that they lacked the required "precision and clarity."

The Intellectual Property Office confirmed protection covering jams, marmalade, honey, tea, alcoholic drinks, wallpaper, yoga mats, and matchboxes.

It also extends to retail services involving cosmetics, home furnishings, gardening supplies, pet products, and candles, alongside entertainment services including films, television shows, podcasts, and music.

The approved specification additionally covers digital publishing, educational workshops, and software allowing customers to personalize stationery and invitations.

The phrase "online retail services" was also allowed after removing the word "store."

In Britain, As Ever is expected to sell Meghan's $14 tins of tea and $64 scented candles alongside limited edition bookmarks, made in the UK with phrases in her handwriting such as "Fell asleep here" priced at $18.

The decision illustrates how As Ever has secured extensive trademark rights in one market while encountering differing examination requirements elsewhere.

Similarly, in Canada, trademark officials initially issued total provisional refusals after questioning descriptions covering products and services ranging from wallpaper and sauces to alcoholic beverages, online stores and entertainment. However, official records show that two As Ever applications subsequently received approval in September 2026, demonstrating that the earlier objections had been overcome.