Meghan posts cryptic ‘save the date’ teaser video as rumours grow she is planning new As Ever product launch she hopes will make her a billionaire

Meghan has teased a major As Ever announcement to fans with a ‘save the date’ post on Instagram, as rumours grow she is planning a new product launch she hopes will boost her fortunes.

The Duchess of Sussex, 44, took to Instagram on Thursday night to share a video featuring her strolling casually amongst trees, dressed in a black dress and white cardigan.

Accompanying the clip, which was set to piano music, were the words: ‘Save The Date 10.28.2025… As Ever’, and an excerpt was also posted to her Instagram story.

She is seen reaching up towards a tree before the screen fades to show the As Ever logo, a palm tree with two birds.

It is thought the date, in four days time, could mark a new product announcement or campaign by Meghan, although there is no hint as to what it could be.

Meghan’s As Ever brand has previously sold a range of products including £10-a-jar jam and Sauvignon Blanc wine.

It is rumoured her latest foray into the business world, following a troubled partnership with Netflix and the release of her podcast Archetypes, could lead her into the beauty industry.

She has been said to be working on new products to boost the lifestyle brand and recently posted two clips on Instagram showing her applying lipstick.

Taking to Instagram on Thursday night Meghan, 44, posted a teaser video suggesting a major announcement later this month

Meghan Markle, pictured earlier this month in Washington, has left fans guessing with the teaser video, although experts are predicting a foray into the world of beauty

The brand names of the lipstick were obscured. 

It’s a ‘tell-tale sign’ she may be gearing up to promote her own range, industry sources said last week.

One told The Mail on Sunday: ‘On her Instagram reel, the make-up lined up on her dressing table was unbranded or had the brand labels obscured, which felt deliberate. That’s a tell-tale sign Meghan has something in the pipeline.

‘The fact she didn’t want to promote or reveal any other brand is a big clue that she’s gearing up to promote her own range eventually – it is a sign for industry insiders.’

Should the secretive announcement indeed be Meghan’s own make-up line, it would see her follow in the successful footsteps of major celebrities such as singer Selena Gomez and tennis player Serena Williams.

Gomez’s brand has become so successful it has helped her achieve the status of billionaire. 

So far, Meghan’s As Ever brand has largely focussed on artisanal food products, supported by her cookery Netflix series With Love, Meghan.

She has previously sold products including jam, apricot spread, honey, wine and dessert mixes. 

Products have typically sold out in hours of release, although it is unknown how profitable, or otherwise, the business is proving. 

The ‘Save The Date’ video told fans to look out for news from the Duchess on October 28

Rumours of the Duchess of Sussex’s possible make-up venture spread after she posted two clips on Instagram showing her applying lipstick with the brand names obscured

Emma Grede has shared a behind-the-scenes glimpse of the Duchess of Sussex at her glitzy LA dinner last week – and PR experts believe it could be a sign of more to come from the pair

A source told the Mail last week: ‘Meghan’s cookery never really took off, but it has at least launched her as a lifestyle influencer.

‘The word in New York is that her eye is already onto the next big thing and that’s why she met Vogue editor Chloe Malle during her trip to the city.

‘What makes big money, like really big money? Make-up, of course.

‘She could make a lot more money in beauty than selling pots of jam.’ 

Speculation over a possible Meghan make-up line has only grown with her recent appearances at Paris Fashion Week and with the mastermind behind Kim Kardashian’s Skims range.

The Duchess of Sussex was this week pictured cosying up to Dragons’ Den star and multi-millionaire Emma Grede, at the businesswoman’s LA ‘vegan banquet’.

Behind the scenes footage showed guests were treated to Meghan’s 2024 Sauvignon Blanc wine, while the Duchess and Emma posed and laughed together.

Although sources have ruled out an official collaboration, it could be the strongest sign yet of what is to come. 

Yesterday’s teaser comes as it was revealed that Meghan has parted ways with her tenth publicist in five years. 

Emily Robinson joined Harry and Meghan’s team as director of communications in June, but she has already quit.

Ms Robinson was always a controversial hire as she had worked on The Crown for years – a show which aired a number of damaging narratives about the Royal Family.