New details about when Meghan Markle’s new lifestyle brand, American Riviera Orchard, will be released have been revealed. On August 28, a source told PEOPLE that Meghan has been busy at work to have her brand ready to launch towards the end of 2024.
The source also dismissed reports that she was struggling to find a CEO to helm the brand, adding that the Duchess of Sussex “is excited about her latest, personal venture”.
A trademark application obtained by the Daily Mail in March 2024 detailed a comprehensive list of products set to be sold under the brand — confirming that it could reach every single corner of our homes. “[It] will reflect everything that she loves — family, cooking, entertaining and home décor,” the source told PEOPLE.
The list included a large number of beauty products, including bath and shower gels, soaps, creams, body lotions, oils, makeup, skincare, and fragrances. These products are in addition to the previously revealed items, which mainly covered homewares but included cookware, recipe books, gardening products, condiments, and pet products as well.
With yoga mats, stationary and ornaments finding a place on the ever-growing list, it seems like the brand will have a wide variety of offerings.
Long-time followers of Meghan will know that this foray into the lifestyle world isn’t her first. The Duchess launched her cult lifestyle blog The Tig in 2014, and then closed it in 2017, just one year before she married Prince Harry (presumably, that was the reason for its closure).
Upon announcing the brand, controversy stirred online, as the Instagram states, “by Meghan, The Duchess of Sussex”. Some felt she shouldn’t have chosen to use her royal title ‘Duchess of Sussex’ to promote her new brand, given her family’s alleged rift with Buckingham Palace.
However, it is important to note that ‘Meghan, The Duchess of Sussex’ is actually her legal name, since upon marrying Harry, she forfeited a last name. When Harry and Meghan decided to leave the royal family, they simply dropped their HRH titles.
What Is American Riviera Orchard?
For years, through Netflix and Spotify deals, Meghan’s fans have repeatedly asked for one thing: a relaunch of The Tig. Though American Riviera Orchard doesn’t appear to be exactly that, it’s the closest we’ve come to it and has already garnered comparisons to brands like Martha Stewart and Goop.
Unexpectedly, perhaps, American Riviera Orchard appears to also be veering into beauty territory, though it’s unclear whether that will happen in any significant way or whether the Duchess is simply covering her bases from a trademark perspective.
There’s no denying that celebrities setting up beauty brands is a lucrative business. For reference, Selena Gomez’s Rare Beauty was valued at USD $2 billion (roughly AUD $3 billion) earlier this year. Meanwhile, Rihanna’s brand Fenty Beauty has been valued at a conservative USD $2.8 billion (roughly AUD $4.2 billion).
The Duchess of Sussex first announced her new business venture in March 2024, when she shared a soft focus video of herself within her and Prince Harry’s home in Montecito, California. In the 50-second video posted to the brand’s new Instagram page, she was filmed arranging flowers and stirring a bowl in her cream-toned kitchen. The video has since been deleted.
Followers were also invited to join the website’s waiting list via email.
One month later, in April, we finally found out what the first product by the brand might be: limited batch jam. Meghan’s friends — fashion designer Tracy Robbins and photographer Delfina Blaquier — each posted a photo of a jar of strawberry jam, featuring the golden calligraphy AR logo for ‘American Riviera’.
It’s also rumoured that Meghan will launch a cooking show with Netflix, and if we’re not getting a relaunched version of The Tig, then a cooking show starring the Duchess is a pretty good consolation prize, if you ask us. Per PEOPLE, the show is being “curated and executive produced” by Meghan, and will “celebrate the joys of cooking and gardening, entertaining and friendship”. It is allegedly being directed by Michael Steed, who previously worked on Anthony Bourdain: Parts Unknown, and the showrunner is Leah Hariton (she also produced Selena Gomez’s cooking show, Selena + Chef).
What Does American Riviera Orchard Montecito Mean?
The name is a reference to Montecito, which is located in Santa Barbara County, California. This is the county in which Meghan and Harry live with their two children, Prince Archie, 5, and Princess Lilibet, 3. Santa Barbara county is often described as the American Riviera Orchard because of its warm climate and proximity to the ocean.
When Does American Riviera Orchard Launch?
At this stage, we don’t have an official launch date — but if PEOPLE‘s sources are to be believed, it will be towards the end of 2024. We will keep you updated.
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