was described as a "walking contradiction" by a PR expert who told the Express that she needs to follow three key rules in order for her brand, , to stand the test of time. The Duchess of Sussex launched As Ever last March, after one year of teasing it on social media, with its products

But earlier this month, after a brief silence on any imminent releases, which hinted that As Ever products would not be restocked soon. However, last week, she made headlines when some of the now-sold-out products and releasing some new ones.

The Duchess's plan has now been blasted by a PR specialist, who said it highlighted the lack of structure in her brand.

Renae Smith, founder and director of , told the Express that Meghan's strategy is not building anticipation but rather "confusing her customer base," adding that it doesn't show "considered planning" but a brand "without structure".

She explained: "If this was always a seasonal model, fine: but then communicate that. You can't spend 13 months building a brand around intentionality and then panic pivot because people bought your honey too quickly.

"What's frustrating is that the inconsistency undermines what could've been a strong move for her. She's clearly leaning more into lifestyle and influencer territory now, which I actually think suits her. But the execution needs to match the image. At the moment, it doesn't."

Ms Smith urged the Duchess to shift her brand's focus on "clarity, consistency and a lot less fluff" if she wants it to feel less of a "vanity project".

She said: "Of course, her fans won't care. She's a walking contradiction, and they've accepted that.

"But if she's trying to build a credible consumer brand with longevity outside of that echo chamber, the strategy needs more clarity, more consistency, and a lot less fluff.

"If I'm being totally honest, I would've quit as her PR a long time ago. But if I had to advise her now, the first step would be to get clear on what she actually wants this brand to be.

"Right now, As Ever feels like a vanity project trying to masquerade as a lifestyle brand. Is it a meaningful extension of her values? Is it a genuine attempt at building something long-term? Or is it just another PR moment dressed up as purpose?"