Netflix steps back from Meghan Markle’s lifestyle brand As Ever, which will continue growing the project independently.
The business relationship between Netflix and Meghan Markle has taken a new turn. The streaming platform has decided to withdraw as an investor from As Ever, the lifestyle brand created by the Duchess of Sussex, which will now continue its development independently.
The As Ever project was launched eleven months ago with an initial collection that included products such as teas, jams, honey and baking mixes. The debut of the brand coincided with the premiere of the Netflix series ‘With Love, Meghan’, a format in which Markle welcomed friends and collaborators to cook, talk and share her vision of a more thoughtful everyday lifestyle.
From the company’s side, it was explained that their role in the project had always been intended as an initial collaboration. “Meghan’s passion for elevating everyday moments in a beautiful yet simple way inspired the creation of the As Ever brand, and we’re delighted to have played a role in bringing that vision to life,” a Netflix spokesperson said in statements reported by Variety.
The representative added that the platform’s withdrawal was part of the original plan. “As planned from the beginning, Meghan will continue to develop the brand and take it into its next phase independently. We look forward to continuing to celebrate how she brings joy to homes around the world,” the spokesperson said.
For their part, a representative for the Sussexes also highlighted the positive nature of this transition. In remarks to Variety, they stated that the team behind the brand feels “grateful for the collaboration with Netflix during the launch and the first year”, adding that the project has experienced rapid and significant growth that now allows it to move forward on its own.
Netflix’s initial involvement in the venture was confirmed last year by its co-chief executive Ted Sarandos, who described the company’s participation as “a passive partnership” that also served as a way to explore new opportunities in commerce and personal branding.
Sarandos also defended Meghan Markle’s cultural influence, noting that her media impact is often underestimated. As an example, he recalled that after the release of the trailer for the documentary ‘Harry & Meghan’ in 2022, several products appearing on screen — from the shoes worn by the Duchess to a Hermès blanket visible in one scene — sold out worldwide.
The news comes at a time when the television project ‘With Love, Meghan’ appears to have slowed its activity. The series ran for two seasons of eight episodes, released in March and August 2025, along with a Christmas special that aired in December. Although Netflix has not officially announced its cancellation, the future of the format remains uncertain.
Meghan Markle herself has recently explained that she is exploring new forms of content that could integrate with her brand. During a conference organised by Fortune, the Duchess said her goal is to experiment with more agile formats that connect directly with the lifestyle promoted by As Ever.
With Netflix stepping away as an investor, As Ever now enters a new phase in which Markle will seek to consolidate the brand independently, expanding its presence within the lifestyle market and exploring new ways to connect with her global audience.
