Meghan Markle Launches Luxury Matchbox, Netizens Can’t Stop Trolling

Meghan Markle’s lifestyle brand, As Ever, is once again making headlines. This time, it is not because of a major product launch or a celebrity collaboration. Instead, the conversation centers on a simple matchbox that has somehow become one of the internet’s hottest topics.

The limited edition matchbox debuted in late May 2026 as part of several luxury product bundles. What seemed like a small addition to a candle collection quickly turned into a social media spectacle.

Memes spread across platforms, critics weighed in, and thousands of users questioned the brand’s latest move.

The Tiny Product Creates a Huge Reaction

X / The matchbox is not available as a standalone item, though. Customers receive it as part of curated As Ever bundles designed around relaxation and home comfort.

One package, called the Morning Ritual set, includes tea, honey, a signature candle, and the branded matchbox for around $110.

Another package, the Signature Scent Collection, carries a much steeper price tag. Costing roughly $256, it includes four candles and the complimentary matchbox. As Ever presented the accessory as a thoughtful touch for quiet moments at home. The company described it as an item meant for slow mornings, peaceful evenings, and everything in between.

The matchbox itself features a minimalist design. Available in muted shades such as grey and navy blue, it prominently displays the As Ever logo. The clean appearance fits the brand’s upscale aesthetic, but many online observers focused less on the design and more on what they viewed as an unusual luxury offering.

Social media users quickly filled comment sections with jokes. Some questioned why a matchbox deserved attention at all. Others mocked the idea of promoting a common household item as a premium lifestyle accessory. Before long, screenshots of the product began circulating alongside sarcastic comments and viral memes.

The “Temu Princess” Nickname Takes Off

One of the most talked-about reactions came in the form of a new nickname aimed at Meghan Markle. Critics on social media started referring to her as the “Temu Princess,” a reference to the online marketplace known for low-cost products.

The comparison gained traction because some detractors claimed the candles and matchboxes looked similar to generic products that could be purchased in bulk and customized with branding. The nickname spread rapidly across X and other platforms, becoming one of the most discussed parts of the controversy.

As Ever’s representatives pushed back against the claims. The company publicly denied suggestions that its products originated from Temu or similar suppliers. Brand representatives described the accusations as false and defamatory, arguing that the online speculation lacked factual support.

Despite those denials, the nickname continued circulating. For many critics, the joke reflected broader concerns about luxury branding and perceived value. The conversation soon expanded beyond the matchbox itself and shifted toward questions about pricing, exclusivity, and consumer expectations.

Pricing Questions Fuel the Debate

Meghan / IG / Many online comments focused on the cost of As Ever’s product bundles. Critics argued that the prices felt excessive, especially when the featured bonus item was a branded matchbox.

The internet rarely misses an opportunity to scrutinize luxury products, and this launch proved no exception.

Some observers suggested that including a complimentary matchbox was an attempt to make existing bundles appear more attractive. Rather than reducing prices, they argued, the company added a low-cost item to increase perceived value. That theory quickly gained attention across discussion forums and social media threads.

The skepticism grew stronger because of reports that surfaced in late 2025. Those reports claimed that As Ever had accumulated unsold inventory. Around the same period, the brand’s partnership with Netflix reportedly came to an end. Although the company has not linked those developments to the current promotion, critics connected the dots on their own.

Online reactions reflected that sentiment. Many users questioned spending more than $100 on candles and accessories. Others joked that the matchbox was doing most of the heavy lifting in the marketing campaign. The comments ranged from playful sarcasm to outright criticism.