LOS ANGELES: Meghan Markle’s lifestyle venture, ‘As Ever’, will now operate independently following the end of its partnership with Netflix.
Launched last year with financial support from the streaming giant—alongside Markle’s separate TV production deal—the brand will continue without Netflix backing, both parties confirmed.
A spokesperson for ‘As Ever’ told Variety that the company was “grateful for the partnership with Netflix during the brand’s first year” and added that the brand had experienced “meaningful and rapid growth” and is now ready to “stand on its own.”
Netflix also released a statement praising the collaboration, 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.” The streaming platform added that Markle will continue developing the brand independently in its next phase.
From Netflix Deal to Standalone Brand
The Duke and Duchess of Sussex originally signed a reported $100 million deal with Netflix in 2020 to produce films and series.
Meghan’s lifestyle and cookery series, With Love, Meghan, ran for two seasons and a Christmas special but struggled to attract a large audience. Netflix data revealed that the show’s first season did not enter the platform’s top 300 titles in the first half of 2025.
Last summer, their contract transitioned into a “first-look deal,” granting Netflix priority on any new projects the couple proposed. The move to independence marks the next chapter for Markle’s lifestyle brand, allowing ‘As Ever’ to grow outside the streaming giant’s framework.
