Meghan Markle's lifestyle company As Ever has officially moved on from its most famous backer. According to The Sun, the partnership between the Duchess of Sussex and Netflix formally concluded on March 6, ending the streaming giant's involvement in the brand it helped launch alongside her lifestyle series With Love, Meghan. Representatives for both sides confirmed the platform will no longer serve as a partner in the company going forward.
The split was presented, on both ends, as a planned graduation rather than a breakup. Netflix praised the collaboration in a statement, while the brand thanked the platform for its support during launch and the first year of trading, and insisted its next chapter would be bigger than the last. Behind the friendly language, though, industry observers are reading the moment carefully, because anchor partnerships like this one rarely end without a reason, and the lifestyle market Meghan is entering alone is unforgiving.
What Netflix Said About the Separation
A Netflix spokesperson acknowledged Meghan's role in the brand's creation. "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 it," the spokesperson said. The company also indicated that the separation had been part of the long-term plan all along. "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," the statement continued.
For its part, the As Ever camp struck a similar tone. "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 positioned to operate independently," a brand spokesperson said, adding: "We have an exciting year ahead and can't wait to share more." Neither statement addressed what, if anything, changed in the commercial relationship behind the scenes.
How the Partnership Began
Markle introduced As Ever in 2024 as a lifestyle label closely tied to her creative output with Netflix, where she and Prince Harry signed a multi-year production deal after stepping back from royal duties. The brand's debut collection leaned into the aesthetic of her series With Love, Meghan, which focused on cooking, entertaining and home life: fruit spreads, honey, flower sprinkles, candles, wine and even bookmarks, each item designed to feel like an extension of the on-screen persona.
The launch, whatever critics said about the timing and marketing, produced genuine commercial heat. The initial product drop sold out quickly, and industry estimates cited by analysts suggested that a large share of the company's reported million-unit jam production moved within just a few months, generating meaningful revenue for a first-year label. A source close to the brand said the immediate next step would focus on expansion and strengthening the company's market position now that it stands on its own.
Why the Timing Raises Eyebrows
Skeptics note that Netflix's exit arrives as the streaming industry has grown noticeably cooler on expensive celebrity lifestyle content, with several high-profile talent deals across the industry ending or shrinking. The platform has reportedly trimmed its arrangement with the Sussexes overall, and the original production deal's generous terms have long been the subject of industry speculation. A brand partnership that made strategic sense during the buzz of a new signing may simply no longer fit Netflix's sharper budget arithmetic.
There is also the question of what As Ever loses without the platform. Netflix provided distribution muscle, production values for the show that marketed the products, and the implicit credibility of a global entertainment brand. Going independent means Meghan's team now handles everything from supply chains to marketing, in a category crowded with established lifestyle labels and celebrity-founded competitors who learned long ago that goodwill converts to repeat purchases only if the products genuinely perform.
What Comes Next for As Ever
The brand's own messaging suggests confidence rather than retreat, promising an exciting year ahead and hinting at expansions not yet announced. Retail analysts expect the company to pursue wider distribution, potentially through established retail partners rather than the direct online drops that characterized the first year, and to broaden the product line beyond the opening assortment of spreads and home goods. The wine category, in particular, offers higher margins and repeat purchase behavior that packaged spreads alone do not.
Much will depend on whether the audience that bought flower sprinkles out of curiosity converts into a durable customer base. Celebrity lifestyle brands live or die on that second purchase, and the track records of similar ventures are mixed at best. Some, built on authentic expertise, have flourished for years; others have quietly vanished once the initial headlines faded and shelves stopped emptying.
The Bigger Picture for Meghan's Post-Royal Empire
The end of the Netflix partnership does not necessarily signal broader trouble, but it does mark a transition from the launch phase, where fame and platform deals carried the brand, to the prove-it phase, where customers, not networks, decide the outcome. Meghan retains other irons in the fire, from media projects to speaking engagements, and As Ever remains her most personal commercial bet, the venture most directly stamped with her taste and identity.
For now, both parties have exit-scrambled gracefully, exchanging compliments the way corporations do when nobody wants the word failure attached to the press release. Whether this was always the plan, as both sides insist, or a quiet parting of ways dressed up as independence, will only become clear in the quarters ahead, when As Ever's sales figures stop being an extension of a Netflix premiere and start standing entirely on their own. The next chapter, as the brand says, is officially hers alone to write.
