New York, June 15, 2026, 06:02 (EDT) — The creator economy is facing increased scrutiny as reports emerge of significant inventory challenges at Meghan Markle's As Ever brand. The situation underscores the risks of misreading consumer demand in the fast-paced world of influencer-driven commerce.
According to a Page Six report citing the Daily Mail, As Ever could face a profit hit of up to $5 million due to unsold jam inventory. The brand reportedly ramped up production after an initial sell-out in early 2025, but a website glitch in January listed approximately 650,190 jars as available. Meanwhile, U.S. traffic to the As Ever site has declined sharply, from 180,000 visitors in December to just 61,500 by April.
The inventory buildup was initially framed as a strategic move to meet demand and expand into new markets, as reported by People magazine in January. Sources told People that the company transitioned from 'a few thousand jars and lids' to a purchase order of a million units. Meghan Markle herself noted the rapid scaling, but the company has not released full sales or profit figures, leaving the true extent of the demand mismatch unclear.
This episode highlights a broader challenge for celebrity and creator-led brands: capturing initial attention is one thing, but sustaining repeat purchases, managing supply chains, and aligning brand positioning with market realities is far more complex. The As Ever case serves as a cautionary tale for the creator economy, which has seen explosive growth but also increased volatility.
Influencer Marketing Shifts to Performance-Driven Models
Separately, new data from the 2026 APAC report by AnyMind Group reveals a significant shift in influencer marketing strategies. Outcome-driven campaigns accounted for 42.47% of tracked spending in 2025, up from 28.24% in 2023. Indonesia emerged as a leader in this trend, with ContentGrip's guide indicating it is the Asia-Pacific's most performance-driven influencer market, commanding a 74% market share.
TikTok's influence continues to grow, with influencer campaigns on the platform capturing 50.58% of Southeast Asia's influencer marketing spend in 2025, up from 28.35% two years earlier. DataReportal's Digital 2026 Indonesia report shows TikTok reached 180 million adult users by late 2025, covering 88.9% of Indonesian adults. This shift is driving brands away from splashy, celebrity-heavy campaigns toward more targeted, conversion-focused approaches.
ContentGrip tracked over 1.1 million Instagram influencers in Indonesia, finding that approximately 980,000 are nano creators. These smaller influencers tend to have higher engagement rates than their larger counterparts, making them more effective for driving sales. 'High polish has become a trust signal for ads, not for recommendations,' said Dinda Anandita, Account Director at Content Collision, highlighting the changing dynamics of influencer marketing.
The contrast between the As Ever situation and the broader market trends is stark. While creator-led brands can generate massive initial hype, sustaining that momentum requires careful demand forecasting and supply chain management. The industry's move toward performance-driven campaigns suggests that brands are increasingly prioritizing measurable outcomes over mere reach.
