Meghan Markle’s As ever brand and Netflix are officially parting ways.
A spokesperson for As ever confirmed that the lifestyle brand is “now ready to stand on its own,” while a Netflix spokesperson added that Meghan “will continue growing the brand and take it into its next chapter independently.”
Meghan is moving forward with As ever without Netflix.
The Duchess of Sussex’s lifestyle brand was originally developed in partnership with the streaming giant, but Netflix will no longer be involved, The Sun first reported on Friday, March 6. Both As ever and Netflix emphasized that the brand will continue independently.
“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,” a spokesperson for the brand said.
A source close to As ever added, “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. This year is really about establishing the brand and scaling it.”
A Netflix spokesperson echoed the sentiment, telling PEOPLE, “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.”
“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,” the spokesperson added.
As ever launched last year with a product drop that quickly sold out, including fruit spreads, flower sprinkles, and honey tied to her Netflix series With Love, Meghan. The brand also offered bookmarks, wines, candles, and more.
Prince Harry and Meghan signed a reported $100 million deal with Netflix in 2020. Their 2022 series Harry & Meghan became one of the platform’s most‑watched documentary debuts, and the couple went on to produce Live to Lead (2022), Heart of Invictus (2023), and Polo (2024). However, in July 2025, it was announced that the deal would not be renewed, reflecting a broader shift in Netflix’s business strategy away from multi‑project agreements — a shift that also affected Barack and Michelle Obama’s Higher Ground.
With Love, Meghan continued with a second season and a holiday special after the announcement, though no future plans have been revealed.
In an exclusive interview with PEOPLE last year, Meghan said she was “figuring it out in real time” as she launched As ever. Despite public scrutiny, she described the experience as one of growth.
“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.
