Netflix Quietly Ends Partnership With Meghan Markle's Lifestyle Brand
Meghan Markle and Netflix are parting ways, and this time, it appears to be for good.
The streaming giant ended its partnership with the Duchess of Sussex's lifestyle brand As Ever, which launched last year in conjunction with her Netflix series With Love, Meghan. Both sides framed the split as a natural next step rather than a falling out, but the timing tells its own story.
"As Ever is grateful for Netflix's partnership through launch and our first year," a spokesperson for the brand said in a statement. "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."
Netflix was equally diplomatic. "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," the streamer said. "As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently."
Meghan Markle and Netflix: A Relationship That Had Already Been Scaled Back
Friday's announcement is the latest chapter in a partnership that has been quietly winding down for months. Prince Harry and Meghan signed a reported $100 million deal with Netflix back in 2020 — one of the splashiest talent agreements in the streamer's history. It produced Harry & Meghan, one of Netflix's most-watched documentary debuts, as well as Live to Lead, Heart of Invictus, and Polo.
But in July 2025, Netflix announced it would not be renewing the overall deal, downgrading to a lighter first-look arrangement with Archewell Productions — the couple's media company. With Love, Meghan continued through a second season and a holiday special after that announcement, but no future seasons have been announced.
@matta_of_fact It’s jam time ???????? My AS EVER jam finally arrived, and it’s time for a taste test—plus a rant about the bizarre media freakout over Meghan’s venture. Why are they so mad about preserves?? ✨ Royal watchers, jam lovers, and media skeptics, this one’s for you. #ASEVER #MeghanMarkle #MeghanMarkleJam #RoyalFamily #RoyalTea #RoyalExpert #JamTok #TasteTest #Royals #britishroyals #DuchessOfSussex
♬ Light hip hop beat / 10 minutes(1451578) - nightbird_bgm
The As Ever brand itself launched to significant fanfare, with its first product drop — which included fruit spreads, flower sprinkles, and honey — selling out almost immediately. The line has since expanded to include wines, candles, teas, and bookmarks. A source close to the brand says Meghan is "building with her team and enjoying the creative fulfillment" that comes with running it independently.
As Ever will continue without Netflix. What that looks like long-term remains to be seen.