Meghan Markle has ended her partnership with Netflix for her As Ever lifestyle brand, saying the company is now strong enough to move forward independently. The streaming giant had backed the venture at its launch last year, but after a year of rapid growth, a spokesperson confirmed the brand is “ready to stand on its own” and preparing for an ambitious year ahead.
Netflix also spoke positively about the collaboration, noting that Meghan’s idea of elevating everyday moments helped shape the brand and that the split had always been part of the long-term plan. The company added that she will continue expanding As Ever on her own while they look forward to seeing how the brand evolves in its next phase.
According to reports, Meghan worried that staying tied to Netflix could slow the momentum of her growing business, which includes products such as jams, sprinkles, and wine. The decision marks a shift from last August, when she publicly praised the partnership and said she and Prince Harry felt inspired working with Netflix and their Archewell Productions team.
Despite the business separation, Meghan will still collaborate with Netflix on content. Upcoming projects include a screen adaptation of The Wedding Date by Jasmine Guillory, with Meghan and Harry producing through Archewell Productions. Their relationship with the streamer dates back to the multi-million-dollar deal signed after stepping down as senior royals in 2020, although the partnership has faced bumps — including the recent decision to air With Love, Meghan as seasonal specials rather than a full series.
Now, with As Ever moving forward independently, all eyes are on whether Meghan’s brand can thrive without the backing of a streaming powerhouse — and whether this bold step signals an even bigger shift in her business strategy still to come.
