If the Duchess of Sussex aims to establish a successful career in Hollywood, she must embrace 'vulnerability' and move away from what branding experts describe as 'practiced and managed' content, according to PR professional Rebecca May.
Despite her global fame and existing projects, including a Netflix lifestyle show and an Emmy nomination, Meghan's recent documentary, 'Cookie Queens,' about Girl Scout cookies, garnered a lukewarm reception. Critics described the film as 'staged as it is sweet,' and a Variety reviewer called it 'too much of a reality-show ramble.' The film, produced by Archewell Productions, reportedly earned only £500 per cinema screening, falling short of other independent films.
May stated that Meghan faces a 'perception problem' rather than a lack of visibility. The lingering public memory of 'Megxit' and the reported 'feud' within the British royal family have 'affected her brand' in the entertainment industry. May explained that the persistent 'noise and division' surrounding her personal brand makes it difficult for audiences to separate her from her professional endeavors, posing a 'brand risk' for Hollywood.
"You don't want the person attached to a project constantly becoming a bigger story than the project itself," May told the Daily Mail. "This can run the risk of the person becoming the story and the project losing control of its own narrative."
While acknowledging that the Duchess is not expected to reveal every aspect of her life, May suggested that "controlling the narrative too tightly can work against her." She added that perceived lack of authenticity, such as the public estrangement from her father, has become an "elephant in the room." According to May, a shift towards "vulnerability" that feels less controlled is necessary, even while maintaining privacy.
The challenge for Meghan, May noted, is converting the intense public interest in her life into genuine engagement with her projects. The expert also pointed to past projects that have faced criticism and negative feedback from former collaborators, suggesting that such perceptions can follow future endeavors.
"Until that perception changes, I think whatever Meghan does next risks being viewed through the same lens," May concluded. She advised a focus on reputation management to address the root causes of her brand's perceived stagnation.
The Duke and Duchess of Sussex have navigated the film industry since moving to California. In 2025, Netflix was involved in Meghan's lifestyle brand 'As Ever,' which included a corresponding Netflix series. Earlier this year, the brand reportedly parted ways with Netflix, with Meghan taking full control.
In August, the couple signed a more restrictive, first-look agreement with Netflix. Their previous major media deal with Spotify ended in 2023 after one season of Meghan's podcast 'Archetypes.'