Why Meghan Markle’s lifestyle brand ‘As Ever’is exiting Netflix

Meghan Markle’s lifestyle brand ‘As Ever’ is moving forward independently after ending its partnership with Netflix

Meghan Markle is entering a new phase in her business journey after her lifestyle brand As Ever officially ended its partnership with Netflix. Despite the split, representatives from both sides say the decision was planned and that the brand will continue operating independently.

The collaboration between Netflix and As Ever helped launch the brand during its early stage, but the partnership has now concluded as Meghan prepares to guide the venture on her own. A spokesperson for the brand explained that As Ever has grown significantly since its debut and is now positioned to continue expanding without the streaming company’s involvement.

“As Ever is grateful for Netflix’s partnership through launch and our first year,” the spokesperson said. “We have experienced meaningful and rapid growth, and As Ever is now ready to stand on its own.”

 

 

 

 

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Sources close to the project describe the shift as a natural step rather than a conflict. According to those familiar with the brand, Meghan has remained closely involved in its creative direction and is now focusing on scaling the business while building a team around the lifestyle concept she envisioned.

A spokesperson for Netflix also addressed the transition, praising Meghan’s vision behind the brand and confirming that the streaming service had always expected the project to eventually move forward independently. The company said it was pleased to have played a role in helping bring the concept to life during its early stage.

As Ever launched last year alongside Meghan’s lifestyle series With Love, Meghan, which streamed on Netflix and introduced viewers to the brand’s aesthetic and philosophy centred on simple, elevated everyday living. The first product drop quickly sold out, featuring items such as fruit spreads, honey, flower sprinkles and other home lifestyle goods. Additional items including candles, bookmarks and wine were also introduced as part of the brand’s catalogue.

The brand’s development came several years after Meghan and Prince Harry signed a major production agreement with Netflix in 2020. Their projects under the deal included the documentary series Harry & Meghan, as well as Live to Lead, Heart of Invictus and Polo. The agreement itself concluded in 2025 as part of Netflix’s broader shift away from large multi project deals.

While the streaming partnership has ended, the separation does not mark the end of Meghan’s lifestyle ambitions. Representatives say the coming year will focus on expanding As Ever while strengthening the brand’s identity and product line.

For Meghan, the move represents a chance to build the venture independently while continuing to develop a brand inspired by her personal interests in food, home life and everyday rituals.