Meghan Markle’s lifestyle brand As Ever launched in April to swift sales success, with many products selling out within the first hour.

Yet despite this promising start and a recent restock, two branding experts have harshly criticized the venture, calling it inauthentic and driven more by fame than substance.

On their podcast The Art of the Brand, Canadian lawyer Phillip Millar and California marketing executive Camille Moore voiced strong skepticism about Meghan’s motives and the execution of the brand.

Millar claimed the project is being “run by a confederacy of dunces” and said its purpose is simply to “maximize the value of her fame” from Suits and her royal ties.

He accused Meghan of misrepresenting herself and called her approach “not legitimate,” adding, “It’s not intelligent. It’s not well executed.”

He went further, labeling the duchess a “fraud,” stating her brand was never built on substance but rather on “using people.”

Despite sold-out products, Millar claimed nothing about As Ever stood out “to a distinguishing eye,” and argued its success reveals “how gullible a lot of consumers are.”