Meghan Markle’s lifestyle brand, As Ever, and Netflix to end partnership
The Duchess of Essex’s lifestyle brand, As Ever, has taken a significant hit after streaming giant Netflix made a major announcement.
Meghan Markle’s lifestyle brand will have to go it alone after streaming giant Netflix announced they will cease their partnership with As Ever.
The As Ever brand, which was developed by the Duchess of Essex and promoted by Netflix with lifestyle programs and advertising, will now have to find a new home for viewers.
The Sun broke the story that Ms Markle’s company announced it will continue to produce lifestyle programming but will do it “independently” after the Netflix split.
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By continuing you agree to our Terms and Privacy Policy.“As ever is grateful for Netflix’s partnership through launch and our first year. We have experienced meaningful and rapid growth, and As ever is now ready to stand on its own,” a spoesperson for As Ever said.
“We have an exciting year ahead and can’t wait to share more.”
Without the weight of the Netflix machine behind the As Ever brand, Ms Markle’s project will have a mountain to continue to increase market share but insiders close to her camp are bouyant about the future,
“It’s a really exciting time for As ever, and Meghan is building with her team and enjoying the creative fulfillment that comes with creating a brand that’s so close to the life she authentically lives,” a source close the business told The Sun.
“This year is really about establishing the brand and scaling it.”
Netflix says a plan was always in place to disband the partnership after a period of time,
“Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As ever brand, and we are glad to have played a role in bringing that vision to life,” a spokesperson for Netflix told People.
“As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world.”
As ever launched last year with its first product drop, which quickly sold out, including fruit spreads, flower sprinkles and honey in connection to her Netflix series With Love, Meghan. The brand also sold bookmarks, wines, candles and more.
Prince Harry and Meghan announced a reported $US100m deal with Netflix in 2020. Their 2022 series Harry & Meghan was one of Netflix’s most-watched documentary debuts, and the couple also produced Live to Lead (2022), Heart of Invictus (2023) and Polo (2024).
However, it was announced in July 2025 that the deal would not be renewed, with the streaming service also moving away from multi-project agreements and similarly transitioned to a first-look deal with former President Barack Obama and Michelle Obama’s Higher Ground production company.
With Love, Meghan continued to air a second season and a holiday special after the announcement. However, no future plans for the series have been unveiled.
Meghan told People in an exclusive interview last year that she was “figuring it out in real time” when it came to launching As ever. Although she has faced public scrutiny at every step, she says the experience was defined by growth.
“I appreciate everyone who gave me the grace to make mistakes and figure it out and also to be forgiving with myself through that. It’s a learning curve,” the Duchess of Sussex said.
