'Is this a joke?' Meghan Markle fans left divided as duchess teases luxury matches

Meghan Markle’s lifestyle brand has sparked mixed reactions online after teasing what appears to be its latest product launch.

The Duchess of Sussex’s company, As Ever, shared a softly lit image on Instagram showing a candle beside a decorative box of matches with the caption: “A small spark, arriving tomorrow.”

The post immediately prompted speculation among followers that the brand was preparing to release luxury matches to accompany its existing candle collection.

Some social media users reacted critically to the apparent launch, questioning whether consumers would be willing to purchase premium-priced matches.

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One person wrote: “Meghan must be joking if she thinks that people will buy her overpriced matches.”

Another commented: “Is this parody? Please tell me this is a joke.”

Others, however, appeared enthusiastic about the product tease and praised the aesthetic of the image shared by the brand.

“Ooooh how exciting!! As Ever has some matches going onto the site tomorrow!” one follower posted.

Another supporter joked: “As the As Ever candles come without wicks, the matching As Ever matches come with the tips! A perfect combo!”

The post marks the latest development for Meghan’s lifestyle venture, which officially launched in April last year.

Since launching, As Ever has introduced a range of home and food-inspired products, including raspberry preserves, herbal teas, flower sprinkles, shortbread cookie mix and limited-edition wildflower honey.

The company has also released candles as part of its growing lifestyle collection, with branding focused on neutral tones and California-inspired imagery.

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Several earlier product launches sold out within hours, with Meghan personally promoting the items through the brand’s social media pages.

The duchess has frequently used Instagram to share updates connected to the company, alongside glimpses into family life with Prince Harry and their children, Prince Archie and Princess Lilibet.

Last weekend, As Ever's Instagram account posted a video showing freshly baked scones topped with cream and raspberry spread, alongside the caption: “Memorial weekend plans.

“Baking warm scones topped with our Strawberry or Raspberry Spread, Orange Blossom Honey, and Flower Sprinkles.”

The recipe included flour, cold butter, coconut sugar or regular sugar, an egg, heavy cream, baking powder, salt, raw cream and the As Ever Strawberry Spread, Orange Blossom Honey and Flower Sprinkles.

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