The Moment
A nine-year-old clip is making the rounds that allegedly shows Meghan Markle calling $100 candles “so obnoxious.” Fast-forward to now, and critics say her new lifestyle push, reportedly called “As Ever”, includes a candle set priced around $256. The internet did what the internet does, lined up the old quote next to the new price tag and yelled “Gotcha!”
The clip is said to be from an October 2016 “Create & Cultivate” talk, back when Meghan was running her blog “The Tig” and just starting to date Prince Harry. In the snippet, she allegedly frames her brand as aspirational but attainable, with a clear side-eye at triple-digit candles.
Today, screenshots and posts circulating online point to a “Signature Scent Collection” and even branded matches under the reported “As Ever” label. Whether that’s a full pivot to luxe or just a giftable bundle with a spicy sticker price depends on how you slice it, and what’s actually confirmed.
The Take
Let’s be honest: celebrity brand timelines age about as gracefully as milk in the sun. What felt authentic in 2016 (“no $100 candles!”) can sound tone-deaf in 2026 when you’re selling a curated set that allegedly costs more than a nice dinner for four. But there’s a difference between evolution and hypocrisy.
In 2016, Meghan’s world was “The Tig”: a scrappy, aspirational-but-accessible lifestyle project. In 2026, she’s a global figure playing in the luxury sandbox, where wrapping, scarcity, and storytelling add zeros. It’s not unlike swearing you’d “never fly first class” in your 20s, then discovering legroom has feelings once life (and budgets) change.
Still, words matter. If the resurfaced quote is accurate and in full context, it’s a clean setup for backlash. The smarter move now is clarity: is the $256 price for a set of candles, artisan-made with premium materials, positioned as a giftable collection? If so, say that plainly. Consumers can handle luxe as long as the value story isn’t coy.
Bottom line: the internet loves a tidy “then vs. now,” but reality is messier. People pivot. Brands stretch. The test is whether the new lane has a clear purpose beyond prestige pricing.
Receipts
Confirmed:
- Meghan Markle spoke at a “Create & Cultivate” event in Atlanta in October 2016, discussing “The Tig” and brand-building themes (“Create & Cultivate” event materials and contemporaneous posts, Oct. 2016).
- Meghan founded lifestyle blog “The Tig”, which she closed in 2017 with a public farewell note (archived farewell letter, April 2017).
- Meghan Markle and Prince Harry have two children and reside in Montecito, California (public statements and official bios; Archewell site, accessed June 1, 2026).
Unverified/Reported:
- The exact quote “There are no $100 candles on my site, that’s so obnoxious,” attributed to Meghan in the resurfaced 2016 clip; we have not independently reviewed the full, unedited video.
- “As Ever” product specifics, including a “Signature Scent Collection” priced around $256 and a limited-edition matches box, are drawn from screenshots and marketing posts circulating online; we have not confirmed via official press release or purchase.
Backstory (for Casual Readers)
Before duchess life, Meghan starred on “Suits” and ran “The Tig”, a lifestyle blog she described as aspirational yet attainable. She closed it in 2017 ahead of her engagement to Prince Harry. Since stepping back from royal duties, the couple settled in Montecito, launched media and philanthropy projects, and, like many celebrities, explored lifestyle products. High-end candles have become a celebrity-brand staple, with prices that can leap once you bundle, scent-source, or limit editions.
What’s Next
Look for an official “As Ever” press release or product page clarifying what’s in the candle “set,” materials used, and why it’s priced as it is. If the full 2016 “Create & Cultivate” talk surfaces in context, expect a quick recalibration of the online narrative, for better or worse. Watch for a statement from Meghan’s team addressing the resurfaced quote and framing today’s brand strategy (accessibility vs. luxury). If demand is real, expect limited drops, gift bundles, and seasonals, plus clearer copy to head off the “obnoxious” echo.
Where do you land: harmless brand evolution into luxury, or a mismatch with the “aspirational but attainable” message that once made fans lean in?
Sources:
“Create & Cultivate” Atlanta speaker lineup and event content (October 2016). Archived farewell note on “The Tig” (April 2017). Archewell official site, bios and updates (accessed June 1, 2026). Public social video clips and posts compiling the resurfaced remarks (May-June 2026).
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