Netflix and Meghan Markle have officially gone their separate ways in business. According to reporting from The Sun, the streaming giant's partnership with the Duchess of Sussex's lifestyle company, As Ever, formally concluded on March 6, closing a chapter that began with considerable fanfare just over a year ago. The split marks a significant turning point for a brand that was launched hand in hand with one of Netflix's most talked about celebrity projects.
Neither side is describing the separation as a falling out. In fact, both parties have gone out of their way to frame the conclusion as planned from the very beginning. Still, for a company that leaned heavily on the platform's reach during its debut, the question now is whether As Ever can thrive without the marketing muscle of the world's largest streaming service behind it.
How The Partnership Began
The relationship between the Duchess and Netflix extended well beyond a simple licensing deal. The platform supported the launch of As Ever alongside her lifestyle series, With Love, Meghan, a show built around cooking, entertaining, and hosting. The series served as a natural showcase for the brand's early products, many of which appeared on screen throughout the episodes.
When the brand was introduced in 2024, it positioned itself as an accessible luxury label, promising to elevate ordinary domestic rituals. The strategy mirrored a playbook that has worked for other celebrity backed lifestyle ventures, where television visibility and product sales reinforce one another. For a while, the formula appeared to be working exactly as designed.
What Both Sides Are Saying
A Netflix spokesperson acknowledged the collaboration in warm terms, noting that Meghan's passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the brand, and that the company was glad to have played a role in its launch. Representatives for both Netflix and Markle confirmed that the platform will no longer serve as a partner going forward.
The brand's own statement struck a similarly gracious tone. A spokesperson said that As Ever was grateful for Netflix's partnership through the launch and the company's first year, adding that the business had experienced meaningful and rapid growth. The statement concluded with a promise of an exciting year ahead and more news to share. Netflix, for its part, indicated that the separation had always been part of the long term strategy, saying that Meghan will continue growing the brand independently into its next chapter.
Strong Starts And Sold Out Shelves
Despite the inevitable skepticism that follows any celebrity business, As Ever's debut was, by most accounts, genuinely impressive. The first collection featured fruit spreads, honey, flower sprinkles, candles, wine, and bookmarks, with prices positioned to reach a broad audience rather than an elite one. Items sold out quickly after launch, and industry estimates cited by analysts suggested that a large share of the company's million unit jam production moved within just a few months.
Those numbers matter because celebrity brands often struggle precisely at this stage. The initial burst of curiosity driven purchases is easy; sustaining demand once the novelty fades is far harder. According to a source close to the brand, the next phase will focus on expansion and strengthening the company's position in a crowded market. That suggests retail partnerships, new product categories, and possibly international distribution are all on the table.
Why The Split Makes Business Sense
Analysts who follow celebrity ventures point out that this kind of divorce is common. Streaming platforms typically structure partnerships around launch windows, supporting a property until it gains traction and then stepping back. Keeping a lifestyle brand permanently tethered to a streaming service could actually complicate deals with retailers, who might hesitate to stock products so closely identified with a competitor's programming.
There is also the matter of creative control. Running an independent consumer brand means the Duchess can pivot faster, sign distribution deals on her own terms, and build a team dedicated solely to the company rather than splitting attention across film and television commitments. If the brand's early sales figures are accurate, the timing of independence is arguably ideal.
The Challenges That Lie Ahead
Independence cuts both ways. Without Netflix, As Ever loses a promotional platform that reached tens of millions of households for free. Future seasons of With Love, Meghan, or whatever projects follow, may no longer feature the brand as prominently, removing a built in advertising channel that most startups would envy. The company will now need to buy attention the traditional way, through marketing, influencer partnerships, and earned media.
The lifestyle market itself is unforgiving. Food products face tight margins, short shelf lives, and demanding retailers. A single misstep in quality control or supply chain management can undo years of goodwill. The brand will also need to demonstrate that its customer base extends beyond viewers who were curious about the Duchess's world and into a loyal, repeat purchasing audience.
What Watchers Should Expect Next
For now, the official message from both camps is one of mutual appreciation and confidence. The brand says it has an exciting year ahead. Netflix says it looks forward to celebrating how Meghan continues to grow the company. Whether that optimism survives contact with a competitive retail environment remains to be seen, but the first year's results give the venture a stronger foundation than most celebrity labels ever enjoy. The next twelve months will reveal whether As Ever was a streaming era phenomenon or a durable consumer business in its own right.
