meghan markle’s lifestyle brand has ended its partnership with Netflix, a move both sides confirmed in statements released Friday. The announcement centers on As ever, a brand launched last year and financially supported by Netflix in a deal separate from her TV content arrangements. The change means the duchess’s brand will now operate as fully independent, marking a new chapter for the venture.
Friday confirmation: As ever declares independence from Netflix
On Friday (ET time not specified in the available statements), both As ever and Netflix issued statements confirming the partnership had ended and that the brand would move forward on its own. A spokesperson for As ever said the company was grateful for Netflix’s backing during the brand’s first year, adding that it had seen “meaningful and rapid growth” and was “now ready to stand on its own. ”
Netflix’s statement framed the collaboration as part of a planned arc, saying: “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. ” Netflix added: “As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently. ”
Meghan Markle and Netflix: What changes for As ever as the deal ends
The announcement draws a clear line between As ever’s business support agreement and other entertainment projects, with the financial support described as separate from Meghan’s TV content. As ever is best known for its jam and also sells products including rosé wine, teas, shortbread cookies, and flower sprinkles.
The move comes after an earlier shift in the Duke and Duchess of Sussex’s relationship with Netflix on the TV side. The couple signed a contract with Netflix in 2020 to produce TV and films, believed to be worth about $100m (£75m). After that contract ended last summer, it was replaced by a “first look deal, ” which gives Netflix first option on any new proposed shows from Meghan and the Duke of Sussex.
TV performance details cited as broader Netflix relationship evolves
Meghan’s lifestyle and cookery show With Love, Meghan ran for two series and a Christmas special, but did not perform well with audiences. Netflix figures showed the first series was not in the streaming service’s top 300 most popular shows in the first half of 2025.
While the TV relationship has shifted to a first look deal, Friday’s statements focus on the lifestyle business: As ever will no longer be financially supported through its previous partnership and will proceed independently.
What’s next for the brand after the split
As ever’s spokesperson positioned the decision as a transition driven by growth and readiness to operate alone, while Netflix emphasized that independence was always part of the plan. The immediate next step is operational: As ever will function without the Netflix partnership, and any further updates are expected to come through new official statements as meghan markle continues growing the brand into its next chapter independently.
