Lilibet has increasingly featured in Meghan’s social media presence. Her latest appearance was with her mum, when the Duchess posted a mirror selfie ahead of her trip to Geneva, Switzerland, for an event on children’s safety online.

Meghan branded Lilibet “mama’s little helper” as she showed her daughter sitting by her legs, dressed in red.

And just last week, Meghan mentioned her family again for her lifestyle brand, As Ever, during a promo video for her jam, revealing that each family member had their own.

Since her fourth birthday post last year, Meghan has mentioned or shown Lilibet at least 13 times on her personal Instagram page alone.

And according to experts, it marks a clear shift in her strategy for showing her children online.

Branding expert Megan Dooley, head of London-based TAL Agency, told the Daily Mail: “We certainly have seen a noticeable shift in Meghan’s approach to featuring her children on public social media, especially when we compare it to hers and Harry’s earlier dedication to privacy.

“But a closer look suggests that these appearances are very selective and intentional rather than casual and unplanned.”

Ms Dooley added that by allowing the public to see glimpses of her family, Meghan will be “more humanised” by the public, helping her soften the distance between her and her customers.

But she warned: “The risk, as with any founder-led lifestyle brand, is that audiences are increasingly sharp at spotting family content that serves the brand first.

“Meghan's challenge is keeping it feeling effortless rather than engineered.”