Show summary Hide summary
Meghan Markle just made a bold move separating her As Ever lifestyle brand from Netflix. The stunning split ends their partnership just 11 months after launch. This signals the Duchess of Sussex is ready to build her empire independently.
🔥 Quick Facts
- Launch Date: As Ever debuted in April 2025 with Netflix partnership
- Separation Timeline: Partnership ended after 11 months of operation
- Brand Products: Fruit spreads, honey, wine, candles, tea, and bookmarks
- Strategy Shift: Brand will now operate independently under Meghan’s control
The As Ever Brand Gains Full Independence
Meghan Markle’s As Ever has officially cut ties with Netflix’s Consumer Products division. A brand spokesperson confirmed the lifestyle company “is now ready to stand on its own.” The move signals confidence in the brand’s first-year performance. Netflix claims the split was always planned. “As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently,” a streaming giant representative stated.
The brand experienced “meaningful and rapid growth” during its first year operating under Netflix. Multiple product launches sold out within hours of release. Items ranged from $14 herbal tea to $64 scented candles. The honey products became bestsellers. This demonstrated strong consumer appetite.
Meghan Markle and Netflix end As Ever partnership, brand goes independent
Jennifer Hudson reveals if Common will join her on Josh Groban tour
How the Partnership Evolved Over One Year
As Ever launched alongside Meghan’s Netflix series “With Love, Meghan” in spring 2025. The cooking and lifestyle show ran for two seasons. Netflix’s Consumer Products team handled brand operations and retail logistics. They managed the website, inventory, and fulfillment. Meghan provided creative direction and brand vision. This collaborative model proved effective initially.
The partnership expanded in August 2025 when Netflix extended its deal with Meghan and Prince Harry’s Archewell Productions. The streaming service downgraded from an overall deal to a first-look pact. This lighter arrangement included As Ever under Netflix’s umbrella. However, tensions reportedly built over creative control and brand direction.
What’s Next for the Duchess’s Lifestyle Empire
| Aspect | Details |
| Brand Status | Now operating independently without streaming partner |
| Management Team | Meghan building with her own executive team |
| 2026 Plans | Expansion and scaling of product lines announced |
| Creative Control | Full ownership of brand decisions and product development |
A source close to As Ever told media outlets that “It’s a really exciting time for As Ever.” 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 Duchess plans to focus on scaling operations and expanding her product lineup. She emphasized that 2026 would be “really about establishing the brand.”
“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.”
— As Ever Brand Spokesperson
The Broader Netflix and Archewell Productions Picture
This split doesn’t end Meghan and Harry’s Netflix deal entirely. Their Archewell Productions maintains a first-look arrangement with the platform. The duo can still pitch projects to Netflix for consideration. However, the streaming service has significantly reduced their partnership scope. “With Love, Meghan” received mixed critical reviews but attracted viewers. The show won’t be renewed for a third season.
Prince Harry and Meghan initially signed a reported $100 million overall deal with Netflix in 2020. They produced documentaries like “Harry & Meghan,” “Polo,” and “Heart of Invictus.” The 2022 docuseries about their departure from royal duties became one of Netflix’s most-watched debuts. Yet declining viewership and mixed reception led to the downgrade.
Will As Ever Thrive Without Netflix’s Resources?
Meghan’s challenge now involves proving she can scale As Ever independently. She’ll need retail partnerships, distribution networks, and marketing budgets. The brand’s success depends on maintaining sold-out momentum. Consumer loyalty grew during its first year operations. Meghan built authentic brand story around her lifestyle values. Questions remain about whether independent operations can sustain growth.
Industry experts note that transitioning from major streaming platform backing to independent status requires strong business infrastructure. Meghan will need experienced executives for e-commerce, supply chain, and retail expansion. She indicated her team is ready. The Duchess previously said she was “figuring it out in real time” when launching As Ever. Now she faces genuine business pressures versus passion project status under Netflix’s umbrella.
Sources
- The Independent – Netflix and Meghan Markle partnership end coverage with brand spokesperson statements
- The Hollywood Reporter – Business analysis of As Ever brand separation and product details
- People.com – Interview quotes and timeline of brand launch and growth updates
