Meghan Markle’s social media era is growing.

Ever since the Duchess of Sussex returned to Instagram in January, she’s shared rare glimpses of her personal life on her account, including her first major follow.  

Meghan—who shares kids Archie Harrison, 5, and Lilibet “Lili” Diana , 3, with husband Prince Harry—recently followed As Ever (aseverofficial), a rebrand of her former lifestyle company America Riviera Orchard.

She quietly created the page on Feb. 18, posting a touching photo of her pouring honey on a croissant as her late dog Guy rested against her leg. She also teased the brand’s upcoming launch in the photo’s caption, writing, “You’re warmly invited: As ever, coming Spring 2025.”

While As Ever’s announcement is sudden, Meghan’s been hinting at the line’s new name for some time now: She’s ended the caption on nearly every post on her personal Instagram with, “as ever, Meghan.” The 43-year-old also gushed about the business venture in a Feb. 18 video on her own account, explaining why she changed the name.