In a significant development within the entertainment industry, Netflix has officially severed its partnership with Meghan Markle's lifestyle brand, As Ever. This decision comes just months after the streaming giant entered into a multi-year television and film contract with the Duke and Duchess of Sussex, highlighting a strategic shift in their collaborative efforts.
Background and Launch
Meghan Markle initially launched As Ever in April 2025, in collaboration with Netflix's Consumer Products division. The brand, which offers a range of products including wine, tea, and jams, was introduced alongside her Netflix cooking series, With Love, Meghan. This dual launch was part of a broader initiative to expand the Sussexes' media presence and commercial ventures under the Netflix umbrella.
Partnership Dissolution
According to recent statements from spokespeople for both As Ever and Netflix, the lifestyle brand will now continue to operate independently. Representatives told The Sun that the separation marks a new chapter for As Ever, following a successful initial year of growth and market penetration.
The spokespeople elaborated, stating, "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. We have an exciting year ahead and can't wait to share more." This announcement underscores the brand's confidence in its future prospects without direct Netflix support.
Industry Implications
This move raises questions about the dynamics of celebrity-brand partnerships in the streaming era. While Netflix maintains its multi-year content deal with the Sussexes for film and television projects, the dissolution of the As Ever partnership suggests a reevaluation of their commercial strategies. It may reflect a focus on core content production rather than ancillary product lines.
As of now, The Independent has reached out to both Netflix and As Ever for further comment, but no additional details have been disclosed. The situation continues to evolve, with potential implications for other high-profile collaborations in the entertainment and lifestyle sectors.
Observers note that this development could influence how streaming platforms manage brand extensions and celebrity endorsements moving forward, particularly in an increasingly competitive market.
