The contours of the lifestyle industry have been stretched and pulled over the years, even making space for megawatt names like Gwyneth Paltrow. However, the launch of Meghan, Duchess of Sussex’s new brand, As Ever, has ignited a multifaceted dialogue on race, privilege, and the gatekeeping of domestic expertise. While well-established figures such as Martha Stewart and Ina Garten have long epitomized the archetype of the domestic doyenne, Meghan’s entry into this realm has been met with a spectrum of reactions, underscoring the complexities faced by minority women in the lifestyle space.
As Ever debuted with a curated selection of artisanal provisions—ranging from fruit spreads and herbal teas to baking mixes—all reflecting Meghan’s personal aesthetic and culinary passions. By the way, Markle had already cultivated and shared these passions with the world before meeting Harry through her successful blog, The Tig. Therefore, this is nothing new for the Duchess. The brand’s inaugural collection sold out in less than an hour, with the limited-edition honey disappearing in under five minutes. It represents an unmitigated commercial success that suggests a robust initial market interest. However, if you tug a little at the edges of the accompanying discourse, you will find deeper societal undercurrents at play.
Critics have been quick to question the authenticity of Meghan’s lifestyle offerings. The New York Post labeled her products as exuding “inauthenticity and elitism”, drawing parallels between her marketing strategies and “tone-deaf virtue signaling”. Such critiques contrast with the reception of lifestyle mavens like Stewart and Garten, whose affluent messaging and estate-set productions have rarely been scrutinized for “relatability”.
This is a sharply drawn disparity that begs the question: Who is deemed “allowed” to dispense domestic and lifestyle wisdom? Or perhaps more specifically, who is allowed to dispense that wisdom in a beautiful, aspirational setting? Judging by much of the immediate response, both in the media and from viewers, the answer seems to be, not Black women. At least, not this Black woman.
Historically, the lifestyle domain has been predominantly occupied by white women, with names like Stewart and Garten setting the golden standard. When minority women enter this space, they often encounter heightened scrutiny and skepticism. The late B. Smith, a Black restaurateur and lifestyle guru, carved out a niche for herself with elegance and expertise, yet her contributions were frequently marginalized in mainstream media. Her legacy lives on– an Instagram user recently reflected, “I grew up watching B. Smith in the 90s, an elegant Black woman… A Black woman showing us the beauty of elegant and joyful living.”
Meghan’s Netflix series, With Love, Meghan, further highlights these challenges. Despite securing a renewal for a second season and attracting over 2.6 million views, the show has faced criticism for being “unrelatable. ” This specific critique is particularly noteworthy when compared to the longstanding success of Stewart and Garten, whose programs are set against the backdrop of their luxurious, sprawling homes in upstate New York and the Hamptons, respectively. It doesn’t require a seasoned detective to conclude that the underlying implication is that audiences may subconsciously accept opulence from certain people while finding it out of touch when presented by others, specifically minority women.
The overall reception of With Love, Meghan raises eyebrows regarding cultural bias. As highlighted in Latinamedia.co, the backlash may stem from Meghan daring “to step into the lifestyle space that has long been dominated by white women in the Hamptons.” This sentiment is echoed by The Root, which observed that the negative reactions reveal that some audiences “aren’t ready for a Black Martha Stewart.”
Statistical data reinforces these observations. A 2024 study by Nielsen found that while 42% of consumers think brands fail at representing diversity accurately, only 26% of lifestyle brands feature minority women in prominent roles. When this kind of underrepresentation exists, it limits the perspectives offered to consumers and, worse, it perpetuates a narrow definition of domestic expertise.
It should probably be noted that this is also Meghan Markle we’re talking about. Since the early days of her relationship with Prince Harry, she has faced challenges with people who are set on seeing her fail. The UK press did a great job giving them something to work with, and in the absence of a smoking gun– such as a video of her yelling at royal staffers, as has been alleged, or a clip of her throwing her phone at someone– there will be those who will turn over every stone, looking for evidence of her being ‘something’. Something to hate, something to criticize, or something to dissect. For many, the fact that she is the woman who took Harry off the market is an unforgivable sin, one which she will never live down. A Black woman (of all people!) living the type of gauzy, idyllic SoCal lifestyle that so many aspire to is a bridge too far for some.
The challenges that Markle faces are emblematic of a larger issue within the lifestyle industry: the often-unspoken parameters that dictate who can be a credible purveyor of domestic wisdom. When minority women assume such roles, they are frequently subjected to increased scrutiny and held to different standards. It’s the unspoken part that is the problem– a sort of collective determination of who is allowed to live an aspirational lifestyle and who is not.
However, the success of As Ever’s initial launch indicates a potential shift. The lightning-fast sell-out of products suggests a consumer base that is receptive to diverse voices in the lifestyle arena. Stacy Jones, a marketing expert, noted that Meghan’s “influencer-driven approach and loyal fan base” have been instrumental in this achievement.
Whether you love her, hate her, or find yourself envious of her, Markle’s initial success could pave the way for greater inclusivity and acceptance of minority women in the lifestyle sector. Even before the debut of Markle’s show and product collection, other minority women have been carving out their own paths in the domestic content space. For example, Tabitha Brown has built an empire rooted in veganism, wellness, and positivity, resonating deeply with Black audiences and beyond.
Meghan, Duchess of Sussex’s entry into the lifestyle domain with As Ever has sparked critical conversations about race, privilege, and the gatekeeping of domestic expertise. While the mixed reactions to her endeavors shine a light on long-standing biases that minority women experience in this space, the initial commercial success of As Ever signals a genuine opportunity for entrepreneurs and brands alike.
