Netflix Severs Ties with Meghan Markle's Lifestyle Brand As Ever
In a surprising development, Netflix has officially parted ways with Meghan Markle's lifestyle brand, As Ever, despite having recently signed a new multi-year television and film contract with the Duke and Duchess of Sussex. The separation marks a significant shift in the partnership that began with much fanfare just over a year ago.
Brand Launch and Initial Partnership
Meghan Markle initially launched the As Ever lifestyle brand in April 2025 through a partnership with Netflix's Consumer Products division. The brand, which offers products such as wine, tea, and various preserves, debuted alongside her Netflix cooking series titled With Love, Meghan. The launch was positioned as a synergistic venture combining content creation with consumer goods.
During its initial months, As Ever experienced remarkable commercial success, with multiple products selling out rapidly. Meghan herself acknowledged this popularity in an Instagram video last June, expressing astonishment at the demand. "You guys are doing it again, we're nearly sold out on everything and I can't believe it," she remarked enthusiastically to her followers.
Official Statements on the Separation
Spokespeople for As Ever confirmed to The Independent that the lifestyle brand will now continue operating independently. "As Ever is grateful for Netflix's partnership through launch and our first year," they stated. "We have experienced meaningful and rapid growth, and As Ever is now ready to stand on its own. We have an exciting year ahead and can't wait to share more."
Netflix issued a separate statement praising Meghan's vision while confirming the amicable separation. "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 Netflix spokesperson said. "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."
Content Performance and Contract Renewal
The separation comes amid mixed performance for Meghan's Netflix content. Her series With Love, Meghan premiered its first season in March 2025 to largely negative critical reception. The Independent's Katie Rosseinsky described it as "queasy and exhausting" in a one-star review, and the show failed to break into Netflix's top 300 programs during its first half-year on the platform.
This followed Prince Harry's 2024 documentary series Polo, which also received low ratings upon its December 2024 release. Despite these setbacks, Netflix announced in early August 2025—ahead of the second season of With Love, Meghan—that it had signed a new multi-year contract with the couple to produce "thoughtful" content across various genres.
At the time, Meghan expressed optimism about the expanded partnership. "We're proud to extend our partnership with Netflix and expand our work together to include the As Ever brand," she said in a statement. "My husband and I feel inspired by our partners who work closely with us and our Archewell Productions team to create thoughtful content across genres that resonates globally, and celebrates our shared vision."
Future Prospects and Independent Path
Meghan Markle, who along with Prince Harry stepped down as senior working members of the British Royal Family in March 2020, has been actively developing her entrepreneurial ventures. The independent continuation of As Ever represents a new chapter for the brand, separate from Netflix's consumer products division.
The timing of this separation is particularly notable given the recent multi-year content agreement between Netflix and the Sussexes. It suggests a strategic realignment where Netflix remains committed to their film and television productions while allowing the lifestyle brand to operate autonomously. This move could potentially allow both parties to focus more effectively on their respective strengths without the constraints of a bundled partnership.
