Bethenny Frankel, the former star of The Real Housewives of New York City, recently weighed in on the backlash surrounding Meghan Markle’s lifestyle company, suggesting that the Duchess of Sussex is grappling with an identity crisis. In a TikTok video, Frankel shared her thoughts on why Markle’s brand, which recently rebranded from American Riviera Orchard to As Ever, is facing criticism. Frankel believes that Markle’s struggle to define herself has left her audience confused and disconnected. “Meghan Markle can’t win for losing,” Frankel said bluntly, pointing to the public’s contradictory expectations of the former royal. While some fans criticize Markle for appearing too polished, others are equally displeased when she opts for a more natural look. This oscillation, Frankel argues, stems from Markle’s inability to pinpoint her public persona.
Frankel’s analysis delves into Markle’s dual presentation of herself. The reality TV star noted that Markle initially leaned into a “Martha Stewart perfect” image, showcasing her idyllic life in Montecito, California, where she and Prince Harry reside in a $14 million mansion. Frankel even encouraged Markle to “commit to the bit,” acknowledging that the luxurious lifestyle she leads is undeniably aspirational. However, Frankel believes that Markle, in response to public feedback, shifted her brand to appear more relatable and natural. This pivot, Frankel contends, has alienated viewers who now question where the “perfect content” went. The constant switches leave audiences puzzled about who Markle truly is and what she represents.
The crux of Frankel’s argument is that Markle and her husband, Prince Harry, have struggled to establish a clear identity since stepping back from their royal roles in 2020. Frankel describes their post-royal journey as one marked by confusion, with the couple seemingly trying to navigate their new roles without a clear vision. “There’s an identity issue,” Frankel said, referencing the disconnect between who Markle was before joining the royal family, who she aspires to be now, and how Prince Harry’s role has evolved. This lack of clarity, Frankel suggests, is not just a branding problem but an authenticity issue. People find it difficult to connect with someone who doesn’t seem entirely sure of who they are or what they stand for.
Frankel also criticized Markle and Harry for what she perceives as their desperation to be liked and accepted. She believes that their efforts to win over the public often come across as forced or insincere, which only alienates them further. “You guys are just too emotionally intelligent and too good at branding, marketing, and just understanding the human psyche,” Frankel said, suggesting that the public can see through their attempts to manipulate their image. This constant “flailing,” as Frankel puts it, rarely resonates with audiences and instead reinforces the perception that the couple is out of touch.
The recent rebranding of Markle’s lifestyle company has only exacerbated the situation. Markle announced the name change to As Ever just weeks before the premiere of her upcoming Netflix cooking show, With Love, Meghan. However, the rebrand has been met with significant backlash. A clothing company founded in 2015, also named As Ever, has accused Markle of trademark infringement, while a Spanish mayor claimed that the logo for Markle’s company bears a striking resemblance to her town’s coat of arms. A source close to Markle has since clarified that As Ever is a lifestyle brand and will not be selling clothing, but the damage to her reputation may already be done.
Despite the setbacks, Markle has been working to build her brand since announcing her plans to launch a lifestyle company in March. The soft launch of American Riviera Orchard last year featured a jar of jam as its first product, and trademark filings revealed plans to expand into home goods, including tableware, cookbooks, and edible treats. Frankel, who built her own business empire with Skinnygirl, understands the challenges of branding and authenticity but believes that Markle’s struggles are rooted in her inability to commit to a single identity. Frankel’s advice to Markle is clear: figure out who you are, own it, and stop letting the market dictate your decisions. Until Markle finds a way to reconcile her past and present selves, her brand—and her public image—will likely continue to suffer.
