Netflix has officially parted ways with Meghan Markle’s lifestyle brand As Ever, marking the end of a key tie-in that launched the venture just one year ago. The news comes as the Duchess of Sussex’s once high-profile Netflix relationship continues to evolve following the 2020 megadeal’s major downsizing.
As Ever, which sells products ranging from fruit spreads and flower sprinkles to teas, shortbread cookies, rose wine, and candles, was launched in 2025 in direct partnership with Netflix’s Consumer Products division. The brand was heavily tied to Markle’s Netflix lifestyle series With Love, Meghan, which featured the products prominently across two seasons and a holiday special.
A spokesperson for As Ever released a statement framing the split positively: “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.” A source close to the brand added that Meghan is “building with her team and enjoying the creative fulfillment that comes with creating a brand that’s so close to the life she authentically lives.”
What’s Next for As Ever and the Sussexes?
With Netflix no longer an investor, As Ever will operate fully independently under Meghan’s direction. The brand has already seen strong early sales, with reports indicating that a significant portion of its initial jam order sold out quickly. Sources emphasize that this is a natural progression rather than a setback.
The Archewell first-look deal with Netflix technically remains in place, though its long-term viability has been questioned by some Hollywood observers, given the stalled projects and reduced scope. Seasonal specials from With Love, Meghan may still appear on the platform in the future.
For Meghan Markle, the focus now shifts to scaling As Ever on her own terms while exploring new creative opportunities. The move comes as the couple navigates their post-royal brand-building phase with greater independence, a full-circle moment from the splashy 2020 Netflix announcement that once symbolized their Hollywood reinvention.
As one source close to the brand put it, this is “a really exciting time” for As Ever. Whether the Duchess’s lifestyle empire thrives without Netflix’s backing remains to be seen, but the partnership that helped launch it has officially reached its conclusion.
