Six years after stepping back from royal duties, Meghan Markle’s life in Los Angeles may not be unfolding as envisioned, with recent data indicating a significant decline in her American popularity and a notable drop in traffic to her lifestyle brand’s online store.
Business Ventures Face Challenges
This year has presented several setbacks for the Duchess of Sussex. Her partnership with streaming giant Netflix has reportedly been scaled back, a stark contrast to the initial substantial deal signed in 2020. Furthermore, her lifestyle firm, As Ever, has concluded its collaboration with Netflix, leaving its product lines, including scented candles and jams, to operate independently.
The Duchess has also faced accusations of hypocrisy. Footage from 2016 resurfaced showing her ing disdain for selling expensive candles, deeming it “obnoxious.” This contrasts with her current venture, where As Ever offers four candles and matches for a reported $256.
Another point of contention involves her advocacy against online trolling. Despite campaigning to end social media hate and lamenting being the “most trolled person in the world,” she is reported to have sent a £300 hamper of goods to an individual who had previously trolled King Charles, Prince William, and Catherine.
Additionally, Meghan has drawn criticism for her involvement with the OneOff app. This platform allows users to purchase clothing similar to that worn by celebrities, with a portion of the proceeds going to the stars. Meghan is both a client and an investor, suggesting that increased media attention, particularly around her fashion choices, could directly benefit her financially. This strategy appears to contradict the couple’s stated desire for privacy, as it necessitates public focus on her attire to drive sales.
Reports also suggest that the couple has fallen out of favor with influential figures in the Californian celebrity and fashion circles, including Vogue editor Dame Anna Wintour.
Declining US Approval and Online Traffic
New data compiled from polling and web traffic analysis reveals a concerning trend for Meghan Markle in the first quarter of 2026. Her approval rating among Americans has decreased, coinciding with a significant drop in visitors to her As Ever online shop.
Polling conducted by YouGov America among approximately 1,300 individuals between January and March 2026 indicated that 29 percent of respondents liked Meghan, while 27 percent disliked her, resulting in a net approval rating of +2. This represents a considerable decline from the third quarter of 2025, when she was liked by 37 percent and disliked by 22 percent, yielding a net approval rating of +15.
Concurrently, website analytics from Similarweb show a downturn in traffic to the As Ever online store. In December 2025, the site recorded approximately 246,000 visits, with about 108,000 originating from the US. By April 2026, total visits had fallen to 178,000, with US users accounting for roughly 61,500.
This dip in US engagement is particularly critical, as the United States is currently the sole market to which As Ever ships its products. The reliance on US consumers for business success raises questions about the viability of a brand centered on items like jam and scented candles, which are widely available.
