Meghan Markle and Netflix Part Ways as As Ever Goes Independent — A Brand’s New Chapter

On a kitchen counter crowded with keepsake jam jars and a tin of edible flower confetti, meghan markle’s As Ever products sit like props from a domestic ritual that doubled as a business launch. The jars — labeled as part of a lifestyle line tied to a streaming series — framed a quiet scene: a brand that began on-screen and is now stepping off the platform that helped introduce it.

Meghan Markle and As Ever: the terms of the split

Netflix has exited its partnership with As Ever, the lifestyle brand launched in conjunction with the duchess’s streaming series. Representatives described the parting as amicable. As Ever began with a $12 fruit spread and edible flower confetti and expanded into items such as rosé wine, teas, shortbread cookies and flower sprinkles. Some early product drops sold out within hours; later additions including chocolate bars with ingredients like bee pollen and hemp hearts were also noted as sold out, while gift sets and staple items were listed with discounts.

A spokesperson for As Ever said the brand was grateful for Netflix’s partnership through launch and its first year, and that the company had experienced meaningful and rapid growth and is now ready to stand on its own. Netflix released a statement praising the creative work that inspired the brand and indicated the separation had always been intended as part of a long-term plan: Meghan will continue growing the brand independently, Netflix said, and the company looked forward to seeing how the brand brings joy to households around the world.

What this means for content, commerce and control

The arrangement between the streamer and the duchess was distinct from the earlier content deal the Duke and Duchess signed with Netflix to produce TV and films; that original contract, signed in 2020, was believed to be worth about $100m and later evolved into a first-look arrangement. The lifestyle venture had been supported financially by the streaming giant in a separate deal tied to the duchess’s show. The program that showcased aspects of the brand ran for two seasons and a holiday special; it did not crack the platform’s top 300 most popular shows in the first half of 2025, and there is no announcement about further episodes.

For As Ever, the immediate business task is scaling. The company has signaled plans to expand its reach and operations beyond its initial drops — expansion into additional markets has been discussed — while managing inventory and the rapid sell-through that marked its earliest launches. The split gives the brand full commercial control over product development, distribution and global expansion plans that representatives say it is poised to pursue.

Voices from the split and the path ahead

Netflix framed its role as instrumental in bringing the As Ever vision to life and affirmed that the transition to independence was foreseen. The brand’s communications emphasized gratitude for the partnership during its launch year and optimism about what comes next. The relationship between the duchess and key figures at the streaming service was described in context as friendly; one named executive at the company is Ted Sarandos, Netflix’s chief executive officer.

Observers involved in the launch have highlighted how the on-screen placements tied directly to product drops: items featured on the series often matched the goods released by the brand. That model accelerated early demand but also created new expectations for inventory logistics and international distribution once the brand stepped beyond the platform’s initial market rollout.

Ultimately, the decision returns decision-making power to the brand. With As Ever now standing independently, the next year will test whether product momentum, direct-to-consumer operations and planned market expansion can replace the promotional lift once provided by a streaming partner.

Back at the kitchen counter, the jars remain: keepsake packaging, shortbread tins and a packet of flower sprinkles. The scene that began on screen is now a small business challenge and opportunity in the real world — one that meghan markle and her team will navigate as they take the brand into its next chapter, leaving observers to watch whether independence will be the ingredient that lets As Ever go global.