Meghan Markle’s lifestyle brand As Ever is entering a new phase after the company officially ended its partnership with Netflix. The streaming giant had originally helped launch and promote the brand, but both sides have now decided it will continue operating independently. The change marks a significant shift for the Duchess of Sussex as she focuses on building her brand without direct involvement from the entertainment company. While the collaboration helped introduce the product line to a global audience, representatives say the next stage of growth will happen under Meghan’s full control.
Despite the split, the separation has been described as amicable, with both parties expressing appreciation for the partnership during the brand’s early stages.
How the Brand Started
The brand As Ever, originally introduced under the name “American Riviera Orchard,” was created as a lifestyle and food product line inspired by Meghan’s interests in cooking, entertaining, and home living. The concept gained significant attention when it was tied to Meghan’s lifestyle television series With Love, Meghan, which premiered on Netflix in 2025. The show featured cooking, gardening, and hosting ideas, effectively acting as a platform to showcase products associated with the brand. When the first collection of items was released, demand was strong. Products such as fruit preserves, teas, baking mixes, and decorative flower sprinkles reportedly sold out quickly after launch, demonstrating strong interest from consumers. The early success helped establish the brand’s identity as a lifestyle company centered around home entertaining and everyday living.
Why Netflix Stepped Away
Netflix originally supported the launch through its consumer products division, helping with development, promotion, and exposure through Meghan’s television content. However, after roughly a year of collaboration, the streaming service decided to step back from the business side of the brand. According to statements from both sides, the transition had always been a possible next step once the company was established. Some reports also suggest Meghan wanted more freedom to expand the brand internationally and move faster with product launches, something she may now be able to do independently. Netflix representatives praised Meghan’s creativity and vision, saying they look forward to seeing how the brand continues to grow.
What the Change Means for the Brand
The split does not mean the end of Meghan’s relationship with Netflix entirely. The company still maintains a “first-look” agreement with the production company she shares with Prince Harry, meaning future projects could still be developed together. However, As Ever will now operate as a fully independent lifestyle business. That could allow the brand to expand its product range, partnerships, and international availability more quickly. Industry observers believe this move could give Meghan greater flexibility to shape the brand’s direction and respond to consumer demand.
Meghan’s Focus on Building the Brand
In recent statements, Meghan has described building As Ever as a personal and creative journey. She has said the project reflects her long-standing interests in food, hosting, gardening, and creating meaningful everyday experiences. The brand also connects to her earlier lifestyle platform The Tig, a blog she ran before joining the British royal family, where she shared recipes, travel ideas, and personal reflections. By moving forward independently, Meghan appears to be returning to a more entrepreneurial approach, focusing on developing a lifestyle brand that reflects her personal interests and creative vision.
Looking Ahead
While partnerships between celebrities and major companies often evolve over time, the next stage for As Ever will depend on how successfully the brand can grow on its own. If the early demand for its products is any indication, the company may still have strong potential to expand in the lifestyle and home goods market. For Meghan Markle, the move represents another step in building a business identity beyond her previous roles in entertainment and royalty.
