Meghan Markle’s plans to extend her As Ever lifestyle brand beyond its existing markets are facing regulatory questions in four countries, highlighting the complexities of securing international trademark protection for a business with ambitions spanning multiple industries.

Trademark applications submitted in South Korea, Japan, Brazil and New Zealand have drawn objections from local authorities. The concerns relate primarily to the extensive range of products and commercial activities covered by the proposed registrations.

The Duchess of Sussex announced in June 2025 that she intended to take the business global. Subsequent filings indicate that the expansion strategy involves seeking protection for a broad portfolio of potential activities, including cosmetics, cocktails, home furnishings, retail operations, films, television productions and podcasts.

Four Countries Raise Questions Over Applications

The objections differ across the markets involved. In South Korea, officials have also identified a possible conflict between the latest application and earlier As Ever trademarks registered under the same company.

These developments do not necessarily mean the brand's international expansion has been halted. Trademark registration procedures vary from one country to another, and businesses may need to amend applications or address specific concerns before protection is granted.

There is also an important distinction between seeking trademark rights and confirming plans to sell every product or service listed. Companies frequently submit broad applications as a protective measure to prevent other businesses from adopting similar names or branding.

Company Maintains Confidence in Expansion

A source close to As Ever told Newsweek that the company was not concerned about the objections, describing them as routine matters arising from differences between national registration systems.

The source emphasized that the brand's continued growth remained the main priority.

The filings also suggest that the international strategy may extend beyond the four countries where objections have emerged. As Ever appears to have made the necessary adjustments to its trademark applications in Britain and Canada, while Australia is also considered a potential target market.

Trademark Protection Is Part of a Wider Business Strategy

The latest developments illustrate the regulatory work involved in building a lifestyle brand across international markets. Securing trademark protection for a name across multiple product categories can require separate procedures and adjustments in each jurisdiction.

Meghan's experience in the United States, Britain and Canada indicates that trademark objections do not automatically prevent a business from establishing its presence in a market. The applications in the four countries may still progress if the relevant concerns are resolved.

For now, the filings provide an indication of the potential breadth of As Ever's ambitions, but they do not establish that the company intends to launch every product or service included in its trademark applications.