In yet another spectacular example of tone-deaf branding and tone-deaf arrogance, Meghan Markle has once again turned her struggling lifestyle brand As Ever into an international laughing stock after launching a ridiculously overpriced “limited edition” matchbox to accompany her already-mocked candles.

The Duchess of Sussex, who never misses an opportunity to remind the world of her royal-adjacent status while pretending to live a simple Montecito life, teased the new product with a softly lit Instagram post showing one of her candles next to the now-infamous matchbox. The caption, “A small spark, arriving tomorrow,” was meant to sound elegant and aspirational. Instead, it triggered an absolute tsunami of mockery across social media.

The Internet’s Brutal Roasts Within hours, royal fans and critics alike flooded platforms like X (formerly Twitter) with savage memes. The luxury matchbox — essentially a fancy container for something you can buy for pennies at any supermarket — became an instant punchline. One viral post joked: “When you’re a British Prince and your wife starts selling matches online.” Another brutally quipped, “Next she’ll start selling rubber bands and Q-tips. This isn’t a lifestyle brand anymore, it’s just common household items. The bar is in hell.”

The ridicule didn’t stop there. Many users pointed out the irony of Meghan selling “luxury matches” shortly after complaints that her expensive candles often arrive without wicks. One meme perfectly summed up the public sentiment: “Meghan Markle selling matches is next-level embarrassment… especially when her candles don’t even light.”

A Brand Built on Embarrassment This latest disaster is only the most recent in a long line of As Ever failures. Meghan’s overpriced candles, which carry a hefty $64 price tag, have been repeatedly slammed as pretentious and underwhelming. The matchbox launch was clearly intended to add a touch of exclusivity to the collection, inspired by her children Archie and Lilibet. Instead, it has backfired spectacularly, highlighting how out of touch the former actress has become with ordinary people.

Critics argue this is classic Meghan: taking something completely ordinary and slapping a royal connection and premium price on it, then acting surprised when the public reacts with derision. While she tries to position herself as a sophisticated lifestyle guru, the internet sees her as a grifter desperately trying to monetise her royal connections through basic household items.

The Timing Makes It Worse The timing of this embarrassing launch could not be more ironic. Just days after flooding Instagram with nostalgic wedding photos for her eighth anniversary, Meghan has once again reminded everyone why she left the royal family — only to spend years trying to trade on the very titles and status she publicly rejected.

While she demands privacy and lectures others about boundaries, she continues to push commercial products and curated content that keep her firmly in the spotlight. The luxury matchbox fiasco perfectly encapsulates the Sussex brand: all style, no substance, and an astonishing level of entitlement.

Royal Fans Are Done Royal watchers and online commentators have had enough. Many are now openly mocking not just the product, but the entire As Ever venture. The memes have become so widespread that even neutral observers are joining in, turning what should have been a simple product launch into yet another public relations disaster for the Duchess.

One particularly cutting comment read: “Meghan Markle selling matches is the perfect metaphor for her post-royal career — trying desperately to create a spark, but everything just fizzles out.”

The Bigger Picture This latest humiliation comes as the Sussexes continue to struggle with relevance. With multiple high-profile projects reportedly stalling and their Montecito lifestyle reportedly costing millions annually, every new As Ever drop feels increasingly desperate. Instead of building a respected lifestyle empire, Meghan appears to be digging herself deeper into a hole of public ridicule.

The luxury matchbox, meant to be a sophisticated accessory, has instead become a symbol of everything critics dislike about the Sussex brand: overpriced, underwhelming, and completely tone-deaf.

As the memes continue to flood social media, one thing is becoming painfully clear: Meghan Markle may have left the royal family, but she cannot escape the scrutiny and mockery that comes with trying to sell “luxury” versions of everyday items to a public that is growing increasingly tired of the grift.

The Duchess wanted a spark. What she got was a roaring fire of ridicule.