Meghan Takes Full Control of ‘As Ever’ After Netflix Partnership Ends
The lifestyle brand founded by Meghan Markle has officially ended its partnership with Netflix, marking a new chapter for the duchess’s growing business venture.
In a joint announcement released on Friday, both Meghan’s brand As Ever and Netflix confirmed that the collaboration—launched last year—has come to an end. The brand will now continue operating independently as it expands its range of lifestyle products.
“As Ever” was initially supported financially by Netflix, but the partnership was separate from the streaming giant’s broader television production agreement with Meghan and her husband, Prince Harry.
A spokesperson for the brand said the company was thankful for the support it received during its first year. According to the statement, the brand experienced rapid and meaningful growth and is now in a strong position to operate on its own.
Netflix also praised Meghan’s vision behind the brand, noting that her passion for celebrating simple yet elegant everyday moments inspired the creation of As Ever. The streaming company added that the duchess will now guide the brand into its next phase independently, as originally planned.
The brand has gained attention for its curated lifestyle products, including fruit jams, rosé wine, specialty teas, shortbread cookies and decorative flower sprinkles.
The business update follows earlier changes in the relationship between the Sussexes and Netflix. In 2020, the couple signed a high-profile production agreement reportedly worth around $100 million to create television shows and films for the platform.
Among those projects was Meghan’s lifestyle and cooking series With Love, Meghan, which aired two seasons along with a Christmas special. However, audience response was modest. Streaming data indicated the first season did not rank among Netflix’s top 300 most-watched shows during the first half of 2025.
After the original production contract ended last summer, the arrangement shifted to a “first-look deal.” Under this setup, Netflix gets the first opportunity to review and potentially acquire any new show ideas proposed by Meghan or Prince Harry.
