Meghan Markle scales back freebies for exclusive Mother's Day collection

Meghan Markle has adopted a more exclusive strategy for her lifestyle brand, As Ever, by scaling back the distribution of freebies for her new Mother's Day collection.

In a departure from previous campaigns that saw Hollywood flooded with merchandise, the Duchess of Sussex has hand-picked a select group of recipients for her latest gift boxes.

These high-value hampers, reportedly priced at $156, were sent to close associates, including Kelly McKee Zajfen, Heather Dorak, and Today Show editor Adrianna Barrionuevo Brach, alongside influencers Kristina Zias and Carly.

The boxes feature a curated selection of luxury items, including chocolates from the Los Angeles-based company Compartés and bespoke scented candles.

A deeply personal element was integrated into the collection, as each candle features a fragrance inspired by the Duchess's children, Prince Archie and Princess Lilibet.

Meghan included a handwritten note for the recipients, explaining the creative process behind the scents.

"I developed the scents over the last year so that every note melded together to take me right back to a special memory with them," she wrote, adding that she can "light the candle, close my eyes and I'm right there."

The Duchess expressed gratitude to her inner circle for "welcoming us ever into your home," framing the products as a way to share the "memorable moments of motherhood."

This targeted promotional rollout follows a period of public scrutiny for the Sussexes. Meghan and Prince Harry recently travelled to Australia for a high-profile event that drew criticism regarding its high costs.

The couple continues to develop various media and commercial projects under their Archewell umbrella.