Last week, Meghan Markle released her 2025 holiday line for her lifestyle brand, As Ever – but experts are labeling it as something that customers may not be too willing to pay for this festive season, which reflects what they feel is a ‘deeper issue’ within the brand.

The Duchess of Sussex’s holiday drop introduced a new range of products to the line, including two scented candles that each retailed for $64, a $16 hot toddy and apple cider spice mulling kit, and a special sage honey with honeycomb in it for $32.

Of course, it wouldn’t be As Ever without some fruit spread as well, with Meghan also deciding to release a gift set of her signature fruit spreads by introducing strawberry jam into her current mix of orange marmalade and raspberry for just $42.

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It’s a big expansion from some of her previous product releases, which have included just one fruit spread or a single new flavor of honey.

On her Instagram page, Meghan has been promoting the new products, as she even dropped a promotional video for the holiday collection which saw her picking apples in an apple orchard while wearing a black, boatneck dress and white cardigan.

However, according to experts, Meghan’s latest launch is a result of her ‘misreading the room.’

‘With the As Ever holiday drop, Meghan is trying to cement herself as a lifestyle tastemaker,’ Sarah Schmidt, President of Interdependence Public Relationstold Daily Mail exclusively.

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‘Sure, the line has the right seasonal notes: candles, wine, honey, mulling spices, wrapped in intentional seasonal storytelling,’ Schmidt continued.

‘But the challenge is that she’s positioning As Ever as a luxury brand before the public has decided it wants to buy into her story.’

The public relations expert pointed out that Meghan’s brand still seems to be ‘selling access’ to The Duchess, rather than that of a general lifestyle brand.

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‘A $64 candle tied to her wedding date might make sense for her personal narrative, but she’s misreading the room,’ Schmidt said.

‘The vibe of this year’s consumer is that of practicality and quiet comfort. The idea of “everyday luxury” works when people buy into the story,’ she shared.

‘As Ever still feels like it’s selling access to Meghan. And is that something people are willing to pay a premium price for this holiday? Probably not.’

Not to mention, the American government is currently experiencing a shutdown, on track to become the longest in history.

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Multiple government assistance programs are expected to be impacted by this, including Supplemental Nutrition Assistance Program (SNAP) and Special Supplemental Nutrition Program for Women, Infants and Children (WIC).

But Ryan McCormick, Managing Partner at Goldman McCormick PR, sees another glaring error in Meghan’s new holiday line.

He told Daily Mail that he thinks her prices are much too high – especially the $64 candle that she’s selling.

McCormick said that it all reflects a ‘deeper issue’ within the brand.

‘As Ever doesn’t seem to understand its target demographic,’ McCormick told Daily Mail exclusively.

‘If Markle were truly aiming for a luxury market, the jam would be priced closer to $200 and candles would start around $150,’ he continued.

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‘As it stands, the collection is priced too high for everyday consumers and not high enough to attract true luxury buyers.’

While McCormick believes that the photos of Meghan’s new line are ‘beautifully styled,’ he said that the actual collection feels ‘average’ and ‘uneventful.’

He noted that he believes that there’s no ‘must-have’ or ‘limited-edition’ item that will create some urgency within the line.

‘The line lacks originality and offers nothing we haven’t already seen,’ McCormick said.

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However, he does have some suggestions for the Duchess if she were to release another holiday collection.

‘If I were advising Meghan, I’d suggest she create a series of holiday gift baskets featuring her teas, jams, and candles,’ he shared.

‘She could also expand into pampering items such as bath salts, essential oils, and perhaps a journal where people can write down their dreams.’

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Meghan’s new holiday lifestyle launch comes just a few weeks after she was seen hobnobbing with various VIP’s all over the world, as she hit Paris Fashion Week in September and the glitzy Project Healthy Minds Gala in New York City to accept the ‘Humanitarians of the Year’ award with her husband, Prince Harry.

In France, she she was seen schmoozing with Australian film director Baz Luhrmann and exchanging a quick kiss-on-the-cheek ‘hello’ with Vogue editor Anna Wintour at the Balenciaga show – though the brand’s creative director, Pierpaolo Piccioli, later implied that Meghan had invited herself to the event.

In October, she also spoke at Fortune’s Most Powerful Women Summit at Salamander Hotel in Washington DC, where she compared her Netflix deal to that of the Obama’s.

A few days later, she was seen back at home in Los Angeles to support the George Zajfen Tennis Tournament organized by close friend Kelly McKee Zajfen, in honor of her late son, George.

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But what’s is that Meghan has also documented the behind-the-scenes of these cross-country adventures, as she revealed the fun and intimate details of her trip – especially highlighting her various makeup looks that she wore.

It’s now being said that Meghan could be getting ready to launch her own makeup line, as sources recently told Mail on Sunday that she could make a ‘lot money in beauty than selling pots of jam.’

The deliberate inclusion and mention of her makeup seems to be a large clue that she could be looking towards that space, as royal expert Kinsey Schofield previously told Daily Mail that Meghan’s publicity moves are starting to remind her of that of the Kardashian family’s.

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‘I’m seeing a lot of Kardashian influence in Meghan’s recent moves,’ Schofield previously told Daily Mail.

Of course, the Kardashian’s have built multiple beauty empires – including Kylie Jenner, who started Kylie Cosmetics, a brand worth millions and millions of dollars.

But if Meghan were to launch her own line, it might not go as well as the Kardashian’s did.

‘Meghan doesn’t have the Gen Z audience that Kylie Jenner commands or the beauty credibility Kim Kardashian built before launching her own line,’ the host ofKinsey Schofield Unfilteredexplained.

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‘She might release a limited collection to manufacture a sense of success, but the public doesn’t immediately associate her with flawless makeup,’ she continued.

‘Meghan name drops her Montecito friend and makeup entrepreneur Victoria Jackson quite a bit. Maybe there is a collaboration in the works there,’ the royal expert added.

It still remains to be seen whether or not Meghan will release another As Ever drop before Christmastime – and what she’ll come up with.