Meghan Markle and Netflix Conclude Partnership on Lifestyle Brand As Ever
Meghan Markle, the Duchess of Sussex, and Netflix have officially ended their collaborative partnership on her lifestyle brand, As Ever. The brand, which was developed in conjunction with the streaming giant, made its debut last year alongside her Netflix series, With Love, Meghan.
Amicable Split and Brand Independence
In a statement shared with CNN on Saturday, a spokesperson for As Ever expressed gratitude for Netflix's support during the launch and initial year. The statement highlighted, "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 confirmed the split was amicable, noting that it was always the plan for Meghan to grow the brand independently. The streaming service stated, "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."
Expansion and Background of the Brand
Since its launch, As Ever has expanded its product line to include a variety of household items such as jams, teas, wine, and honey. The brand's growth has been rapid, reflecting Meghan's vision for simple yet elegant everyday products.
Last year, Meghan reflected on the partnership, emphasizing its significance by saying, "The streamer was not just as my partner in the show but as my partner in my business, which was huge." This collaboration was integral to the brand's initial success and visibility.
Connection to Netflix Series and Broader Context
The lifestyle series With Love, Meghan, which often featured celebrity guests, ran for two seasons on Netflix, including a special holiday episode in December. The program provided viewers with an intimate look into Meghan's life in Montecito, California, alongside her husband Prince Harry and their children, Archie and Lilibet.
In August 2025, Meghan and Prince Harry transitioned to a smaller deal with Netflix through their company, Archewell Productions. This followed the conclusion of their original five-year, $US100 million partnership signed in 2020. At that time, the couple expressed pride in continuing their work with Netflix, stating, "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."
The end of this partnership marks a new chapter for As Ever as it moves forward independently, with plans for further growth and expansion in the coming year.
