Meghan Markle’s lifestyle brand, As Ever, is set to embark on a new journey independent of Netflix, with both parties announcing the end of their partnership. This decision marks a significant shift for the Duchess of Sussex, who will now steer the brand on her own following a successful initial launch period associated with the streaming platform.
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The announcement was made public on Friday, March 6, and it follows a fruitful collaboration that began when the brand was unveiled last year. A spokesperson for As Ever expressed gratitude for Netflix’s support during its inception, commenting, “We have experienced meaningful and rapid growth, and As Ever is now ready to stand on its own.” The spokesperson further indicated that exciting developments are on the horizon for the brand.
Similarly, a representative from Netflix noted Meghan’s creative vision. The spokesperson stated, “Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As Ever brand.” They expressed enthusiasm about Meghan continuing to grow the brand independently, indicating that Netflix acknowledges the brand’s potential for success without its backing.
Launched in connection with her Netflix series, With Love, Meghan, As Ever quickly gained attention with its first product range, which included fruit spreads, honey, flower sprinkles, bookmarks, wines, and candles. The initial release saw its items sell out swiftly, a testament to their popularity.
This shift comes in the wake of a multi-year deal between Prince Harry, Meghan Markle, and Netflix, which was reported to be valued at around $100 million when it was announced in 2020. The couple’s docuseries, Harry & Meghan, became one of the platform’s highest-rated debuts, alongside documentary projects such as Live to Lead and Heart of Invictus. However, news emerged in July 2025 that Netflix would not be renewing the deal, a decision attributed to the company’s evolving business strategy, which sees it moving away from extensive multi-project agreements.
While the partnership with Netflix has concluded, the current series, With Love, Meghan, remains in production, with a second season and a holiday special already aired. Nevertheless, there has been no announcement regarding future plans for the show, leaving fans speculating about its continuity.
Reflecting on her journey with As Ever, Meghan previously shared insights on her experience. In an exclusive interview, she expressed that she was “figuring it out in real time,” navigating the challenges of launching her brand. Despite facing extensive public scrutiny, she attributed her development to the grace afforded to her in learning from mistakes. “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,” she remarked.
As As Ever transitions into its next chapter, Meghan seems poised for continued success in carving out her niche in the lifestyle market. The independence from Netflix could grant her the freedom to innovate and expand her brand at her discretion, as she aims to bring joy and comfort to households around the world. With her determination and creativity, the future of As Ever appears promising.