A new phase is unfolding for Meghan Markle and her lifestyle brand As Ever.
According to People, the Duchess of Sussex’s venture will now move ahead on its own after officially ending its partnership with Netflix. The change signals a new direction for the brand, which originally debuted with backing from the streaming platform.
Spokespeople representing both the Sussexes and the streaming platform confirmed that while Netflix played a role in launching the brand, As ever will now move forward independently.
“As ever is grateful for Netflix’s partnership through launch and our first year,” a representative for the brand shared in a statement. “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 shared a similar sentiment, noting that the transition had always been part of the larger plan. A spokesperson explained that Meghan’s passion for “elevating everyday moments in beautiful yet simple ways inspired the creation of the As ever brand,” adding that the company is glad to have helped turn that vision into reality.
The statement added: “As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently.”
The lifestyle brand originally debuted in 2025 alongside Meghan’s Netflix series With Love, Meghan, introducing a lineup of home and kitchen items inspired by the show’s themes.
Early offerings included fruit spreads, honey, and decorative touches like flower sprinkles, many of which quickly sold out after launch.
Later product drops expanded the collection to include candles, wine, bookmarks, and more home goods reflecting Meghan’s style of entertaining and hosting.
The brand’s launch came toward the end of Meghan and Prince Harry’s production deal with Netflix. The couple first teamed up with the streaming service in 2020 under a reported $100 million agreement that led to projects like the documentary series Harry & Meghan, along with Heart of Invictus and Polo. By 2025, that partnership transitioned into a first-look arrangement instead of a long-term production deal.
Despite the shift, Meghan continued working with Netflix on her lifestyle series, which released two seasons and later announced a special holiday episode.
