Netflix is parting ways with Meghan Markle’s lifestyle brand, As Ever, mere months after it signed a multiyear television and film contract with the Duke and Duchess of Sussex.
“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,” a Netflix spokesperson told US Weekly on Friday. “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.”
Markle launched her brand in August 2025 as part of a partnership with Netflix’s Consumer Products division. Her first product drop — which included items like fruit spreads, flower sprinkles and honey — was done in conjunction with her series With Love, Meghan.
The first season, widely panned by critics, failed to break in to the top 300 shows in its first half of the year on the platform. Rumours immediately began to swirl suggesting hat Netflix would not renew its contract with Markle and Prince Harry, who together inked a US$100mil deal with the streamer back in 2020
Then, in August, ahead of the premiere of the second season of With Love, Meghan, it was reported that the couple extended their partnership with Netflix — but for significantly less than the original deal.
“We’re proud to extend our partnership with Netflix and expand our work together to include the As Ever brand,” Markle said in a statement at the time.
“My husband and I feel inspired by our partners who work closely with us and our Archewell Productions team to create thoughtful content across genres that resonates globally, and celebrates our shared vision.”
In a statement to People, a spokesperson for As Ever said the brand was “grateful for Netflix’s partnership” during its inaugural year.
“We have experienced meaningful and rapid growth, and As ever is now ready to stand on its own,” the spox said. We have an exciting year ahead and can’t wait to share more.” – New York Daily News/Tribune News Service
