The streaming platform, which had supported the launch of the brand alongside Markle’s lifestyle series With Love, Meghan, will no longer be involved in the company going forward.
A Netflix spokesperson acknowledged the collaboration and Markle’s vision behind the project. “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,” the spokesperson said.
Representatives for both Netflix and Markle confirmed that the platform will no longer serve as a partner in the brand. The lifestyle business originally debuted alongside Markle’s Netflix series With Love, Meghan, which focused on cooking, entertaining and home ideas influenced by her life in Montecito, California.
In a statement released by the brand’s spokesperson, the company expressed gratitude for the partnership. “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 also indicated that the separation had always been part of the long-term strategy. “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,” a spokesperson added.
Brand launch and early success
Markle introduced As Ever in 2024 as a lifestyle label closely connected to her creative projects.
Its first collection featured items such as fruit spreads, honey, flower sprinkles, candles, wine and bookmarks. Many of these products appeared on her Netflix lifestyle series With Love, Meghan.
The initial product launch reportedly sold out quickly, with sources saying demand for the brand was strong. Industry estimates cited by analysts suggested that a large share of the company’s million-unit jam production was sold within a few months, bringing in notable revenue.
A source close to the brand said the next step will focus on expansion and strengthening the company’s position.
“It’s a really exciting time for As ever, and 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,” the source said.
“This year is really about establishing the brand and scaling it.”
Background of the Netflix deal with Meghan and Prince Harry
The development follows Netflix’s decision not to renew its broader production agreement with Markle and Prince Harry. The couple first signed the widely reported $100 million deal with the streaming service in 2020 after stepping back from their roles as senior working royals.
During that partnership, they produced several projects for the platform, including Harry & Meghan, Live to Lead, Heart of Invictus, Polo and With Love, Meghan.
The documentary Harry & Meghan became one of Netflix’s biggest documentary premieres. However, later productions reportedly attracted smaller audiences.
Engagement data showed that With Love, Meghan received about 5.3 million views in early 2025, while Polo was watched by around 500,000 households.
Industry insiders suggested the decision to part ways was natural. “There’s no animosity from either side. Things have just run their course,” a source told The Sun.
Online reactions to the announcement
News of Netflix stepping away from the brand triggered mixed responses online, with social media users offering different interpretations.
Some believed the move would benefit Markle and give her greater independence. “It means she can go global with her products. She is a savvy businesswoman,” one commenter wrote.
Another added, “She’s now gonna be the captain of the ship. She can take the brand where she wants to take it.”
Others felt the streaming company had already gained what it needed from the partnership.
“Netflix finally seeing sense,” one person commented, while another questioned the longevity of the agreement.
“I think the bigger question is why there was still a deal on the table after all the flops with their documentary and the cooking show.”
Some viewers also criticized the couple’s later productions. “The ratings were in the toilet, and that’s exactly why they cut ties,” another user claimed.
Meghan reflects on building the brand
Markle has previously spoken about the difficulties of launching a business while under intense public scrutiny.
In an interview with People about the debut of As Ever, she described the experience as a process of learning along the way.
“I appreciate everyone who gave me the grace to make mistakes and figure it out, and also to be forgiving with myself through that. It’s a learning curve,” she said.
Although Netflix is no longer involved with the lifestyle company, both sides emphasized that they remain supportive of each other’s future projects as Markle continues developing the brand independently.
