Meghan's Lifestyle Brand As ever Concludes Netflix Partnership, Embarks on Independent Journey
The Duchess of Sussex's lifestyle venture, As ever, is poised to operate independently following the conclusion of its promotional partnership with streaming giant Netflix. A spokesperson for Meghan confirmed the brand's readiness to stand alone after the collaborative arrangement ended earlier this year.
Netflix Partnership Details and Viewership Performance
Netflix had partnered with As ever, Meghan's jam-selling lifestyle brand, upon its launch last year. However, recent data revealed that the Duchess's Netflix show, With Love, Meghan, failed to achieve significant viewership traction. The second installment of the series ranked as the 1,124th most-watched programme on the platform between July and December 2025, garnering approximately two million views and not cracking the top 1,000 most-watched shows.
A spokesperson for As ever expressed gratitude for Netflix's support, 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."
Netflix's Statement and Future Prospects
In response, Netflix issued a statement acknowledging Meghan's vision: "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. 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."
This development follows the Duke and Duchess of Sussex's landmark deal with Netflix, signed in 2020 after stepping back from senior royal duties. The contract, valued at over 100 million US dollars (approximately 74 million pounds), included a first-look agreement for film and television projects through their Archewell production company.
Brand Launch and Product Offerings
The inaugural series of With Love, Meghan debuted on Netflix in March 2025, coinciding with the launch of As ever. Throughout the show, Meghan prominently featured her first products, including her signature raspberry jam. Currently, As ever's product lineup extends beyond jams to include honey and tea sets, jam collections, and candles priced at 64 US dollars (around 48 pounds).
The brand's transition to independence marks a significant milestone in Meghan's entrepreneurial journey, as she navigates the competitive lifestyle market without the promotional backing of a major streaming platform.
