Meghan Markle’s As Ever Brand Ends Netflix Partnership 

The lifestyle brand As Ever, founded by Meghan Markle, has ended its financial partnership with Netflix. The decision marks a new phase for the company as it begins operating independently. The announcement confirms that As Ever will now move forward without financial backing from the streaming platform.

Meghan introduced the As Ever brand last year as part of a broader lifestyle vision. The concept focuses on simple living, home products, and thoughtful everyday experiences. Netflix supported the brand financially during its launch period. However, that arrangement remained separate from the couple’s earlier content production deal with the platform.

Both As Ever and Netflix released statements on Friday confirming the end of the partnership. The companies also noted that the brand will continue as an independent venture.

A spokesperson for As Ever thanked Netflix for supporting the brand during its early development. The statement said the company saw steady growth throughout its first year of operation. The team now believes the brand has gained enough momentum to expand independently. According to the spokesperson, As Ever plans to strengthen its offerings while building a stronger identity in the lifestyle market.

Netflix also acknowledged its role in the brand’s early success. In its statement, the company said Meghan’s passion for meaningful everyday moments helped inspire the concept. The platform added that it had always expected the project to eventually become self-sustaining.

Growth of the As Ever Brand

The As Ever brand has attracted attention for its lifestyle products inspired by Meghan’s interest in home entertaining and simple living. The product line includes fruit jam, rosé wine, herbal teas, shortbread cookies, and decorative flower sprinkles designed for baking and presentation.

The brand’s aesthetic highlights small yet memorable moments at home. Meghan has often emphasized this theme in her public projects and media appearances. The messaging encourages people to enjoy simple rituals and meaningful gatherings.

The separation from Netflix also reflects broader changes in the couple’s professional relationship with the platform. In 2020, Prince Harry and Meghan signed a major production deal with Netflix. Reports estimated the agreement at about one hundred million dollars. The contract covered television shows, documentaries, and films.

The partnership later shifted as priorities evolved. Last year, the companies scaled back the arrangement and introduced a “first look” agreement. Under this structure, Netflix receives the opportunity to review new projects created by the couple before those ideas reach other platforms.

One of Meghan’s recent projects for the streaming service was the lifestyle and cooking series With Love, Meghan. The program ran for two seasons and included a holiday special. Despite early anticipation, the show struggled to attract a large audience.

Viewing data released by Netflix revealed that the first season did not appear among the platform’s top three hundred most-watched shows during the first half of 2025. The modest performance likely contributed to the shift toward the lighter first look arrangement.

Even so, the decision to separate As Ever from Netflix reflects strategy rather than conflict. Meghan still plans to develop lifestyle products while exploring new media opportunities in the future.

With the brand now operating independently, As Ever will focus on expanding its product line and strengthening its presence in the lifestyle market. The company aims to build its identity without direct corporate backing while continuing to grow its audience.