The streaming platform, which had supported the launch of the brand alongside Markle’s lifestyle series With Love, Meghan, will no longer be involved in the company going forward.
A Netflix spokesperson acknowledged the collaboration and Markle’s vision behind the project. “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 spokesperson said.
Representatives for both Netflix and Markle confirmed that the platform will no longer serve as a partner in the brand. The lifestyle business originally debuted alongside Markle’s Netflix series With Love, Meghan, which focused on cooking, entertaining and home ideas influenced by her life in Montecito, California.
In a statement released by the brand’s spokesperson, the company expressed gratitude for the partnership. “As ever is grateful for Netflix’s partnership through launch and our first year. 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 also indicated that the separation had always been part of the long-term strategy. “As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world,” a spokesperson added.
Brand launch and early success
Markle introduced As Ever in 2024 as a lifestyle label closely connected to her creative projects.
Its first collection featured items such as fruit spreads, honey, flower sprinkles, candles, wine and bookmarks. Many of these products appeared on her Netflix lifestyle series With Love, Meghan.
The initial product launch reportedly sold out quickly, with sources saying demand for the brand was strong. Industry estimates cited by analysts suggested that a large share of the company’s million-unit jam production was sold within a few months, bringing in notable revenue.
A source close to the brand said the next step will focus on expansion and strengthening the company’s position.