Meghan Markle has been given a brutal two-word nickname by a public relations expert following the launch of her new online shop. The Duchess of Sussex announced she has a new ShopMy page this week, which contains pages with several of her favourite fashion and beauty items. Taking to her Instagram account, she said: “Many of you have asked, so here you go! A little shopping to start the week. More to come. Link in bio.” She finished the message with a red heart emoji.
Meghan’s new online shop features several of her signature pieces, including her white linen shirts, striped shirts, various jumpers in her favourite colours, and her beloved YSL sandal slides. It also includes several of her top makeup and beauty essentials. The Duchess will take a commission on any purchases fans make through the links – but a PR expert blasted her latest venture and claimed it makes her look like a “common influencer”.
Meghan Markle story© Instagram/@meghan
Hayley Knight, co-founder and communications director at PR agency Be Yellow, said Meghan appears to now be “fully embracing influencer culture” but blasted her on her overall “brand consistency”.
She told the Express: “Meghan Markle’s latest venture – an online shopping page featuring her favourite products with affiliate links – has sparked criticism, especially given her past assertion that she is ‘not an influencer’.
“Having built a brand centred on advocacy, humanitarian work, and media entrepreneurship, this move seems at odds with her carefully curated image. While leveraging affiliate marketing isn’t unusual for public figures, the issue here is brand consistency.”
Knight added: “By profiting from product recommendations, Meghan is engaging in a common influencer revenue stream despite rejecting the label. Curating selections to drive sales mirrors standard influencer behaviour, making the backlash unsurprising.
Meghan Markle’s story© Instagram/@meghan
“Her challenge now is credibility – balancing serious thought leadership with overtly commercial strategies risks diluting her brand.
“It’s possible Meghan is leaning into influencer culture to carve out a distinct identity from Kate Middleton, who takes a more traditional royal approach. However, the claim that ‘many have asked’ for this shopping venture raises questions, given her limited direct audience engagement. If demand is coming through PR-managed enquiries rather than organic interaction, it feels more like a business play than a response to consumer interest.
“With her new Instagram, lifestyle brand rumours, and podcast, Meghan appears to be fully embracing influencer culture -marking a clear shift from impact-driven work to monetisation.”
