In a surprising development, Netflix and Meghan Markle's lifestyle brand, As Ever, have abruptly terminated their partnership, with the brand now set to operate independently. This move marks a significant shift from their collaborative launch in April 2025, which was established through Netflix's Consumer Products division.
Details of the Split
Spokespeople from both Netflix and As Ever have confirmed the separation, emphasizing that the brand's independent future was always part of the intended strategy. As Ever, known for offering products such as wine and jams, will continue its operations without Netflix's direct involvement, though the streaming giant has expressed ongoing support for Markle's efforts to grow the brand globally.
Context of the Partnership
The partnership between Netflix and Meghan Markle began with the launch of As Ever in April 2025, coinciding with the premiere of Markle's associated Netflix cooking series, 'With Love, Meghan,' in March 2025. Despite negative reviews and struggles with viewership, the series was renewed for a second season, highlighting Netflix's initial commitment to the collaboration.
However, the decision to end the partnership comes amidst broader activities involving Markle, including a recent Middle East trip where she and Prince Harry were visibly moved after meeting a Gaza teenage burn victim. This split underscores the evolving nature of celebrity-brand relationships in the entertainment industry.
Future Prospects
Netflix has publicly stated its anticipation that Markle will bring joy to households worldwide through As Ever's independent growth. The brand's transition to standalone operation reflects a strategic realignment, potentially allowing for greater flexibility and innovation in its product offerings. This development follows Netflix's recent multi-year film and TV deal with Markle, indicating a continued but restructured relationship between the parties.
