Meghan Markle’s As Ever Brand Cuts Ties with Netflix
“It did not make sense to continue the partnership,” stated an industry source regarding the recent developments surrounding Meghan Markle’s lifestyle brand, As Ever. This announcement comes on the heels of Netflix officially cutting ties with the brand after the cancellation of Markle’s show, ‘With Love, Meghan,’ which did not proceed to a third season.
Markle and Prince Harry first entered into a partnership with Netflix in 2020, negotiating a substantial $100 million deal that aimed to produce various content, including documentaries and lifestyle programming. Despite the initial excitement surrounding the collaboration, the cancellation of ‘With Love, Meghan’ has prompted Netflix to reassess its commitments.
As Ever, which launched in 2025, has been characterized by its rapid growth and popularity. The brand offers a range of products, including scented candles, jams, honey, tea, and wine, many of which have sold out quickly, with some items disappearing from shelves in less than an hour. An As Ever spokesperson remarked, “We have experienced meaningful and rapid growth and As Ever is now ready to stand on its own.” This indicates a positive outlook for the brand despite the recent changes.
Netflix’s spokesperson acknowledged the role they played in bringing Markle’s vision to life, stating, “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.” However, the decision to end the partnership reflects the shifting dynamics in the entertainment landscape.
Despite the end of the collaboration, As Ever is expected to continue its trajectory of growth independently. The brand’s products have been well-received, with a notable 87 percent of a million-unit jam order sold, showcasing its strong market presence.
While Netflix’s partnership with Markle included the production of two seasons of ‘With Love, Meghan,’ the success of her documentary ‘Harry & Meghan’ remains a highlight of their collaboration. However, the overflow of As Ever items in Netflix’s office, despite brisk sales, suggests a disconnect between the brand’s potential and the streaming giant’s expectations.
Looking ahead, a source close to the matter indicated that fans can expect to see seasonal specials of ‘With Love, Meghan,’ hinting at a possible revival of the show in a different format. Details remain unconfirmed, but the future of As Ever appears promising as it embarks on this new chapter without Netflix.
