Meghan Markle’s lifestyle brand As Ever is going solo. The streaming giant has officially ended its business partnership with the Duchess of Sussex, less than a year after helping launch the home goods line.
The split means Netflix will no longer be involved in selling As Ever products like its popular $64 candles, fruit spreads, and honey. Both sides confirmed the news this week, with each releasing statements about the change .
Why the Partnership Ended
The decision came after Meghan Markle’s Netflix cooking show With Love, Meghan finished its run without plans for a third season. An industry source told Page Six that the partnership lost its purpose once the show stopped moving forward .
“Her show did not go on, so it did not make sense to continue the partnership,” the source explained .
But behind-the-scenes reports suggest the duchess herself wanted more control. A source close to Meghan Markle told The Sun that she felt Netflix was holding the brand back from expanding globally .
“Netflix have been a good partner, but she’s wanted to go global with the brand for some time, but has been held back by the more cautious Netflix team,” the insider said .
Another source added that Meghan Markle is happy to have full control of the company now. She remains on good terms with Netflix co-CEO Ted Sarandos and didn’t want to upset him, but welcomes the independence .
Official Statements from Both Sides
Netflix released a positive statement about the split, framing it as part of the original plan.
“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,” a Netflix spokesperson said .
“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,” the statement continued .
As Ever also shared its own message of thanks.
“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,” a brand representative said .
The Background of the Netflix-Archewell Deal
Prince Harry and Meghan Markle first signed a massive production deal with Netflix in 2020 after stepping back from royal duties. The agreement was reportedly worth around $100 million .
Their most successful project was the 2022 documentary series Harry & Meghan, which became one of Netflix’s most-watched documentary debuts at the time .
Other projects followed with less buzz, including Live to Lead (2022), Heart of Invictus (2023), and the polo documentary Polo (2024) .
Last July, Netflix quietly changed the agreement from an overall deal to a “first-look” arrangement. This lighter deal meant the streaming service would get first choice on any new projects from Archewell Productions, but without the same financial commitment .
The lifestyle brand partnership was an extension of that original arrangement. Netflix’s consumer products division helped develop the As Ever collection, which launched alongside With Love, Meghan in March 2025 .
What Happens to With Love, Meghan
The cooking and lifestyle series With Love, Meghan aired two seasons and a holiday special in December 2025. But viewership numbers were modest at best.
Data released by Netflix showed the second season was the 1,124th most-watched show on the platform between July and December 2025, with about two million views . It never cracked the top 300 shows in early 2025 .
Sources told People magazine in January that there are “currently no plans for a third season.” However, the door remains open for possible future specials .
As Ever Products and Success
The brand launched last April with its first product drop selling out in less than an hour. Items included fruit spreads, flower sprinkles, and honey .
The product line has since expanded to include:
- $64 scented candles
- Rosé wine and regular wine
- Tea sets and bookmarks
- Shortbread cookies
One insider described the products as including “the most expensive honey ever produced by bees” .
A source close to the brand said the split from Netflix allows Meghan Markle to focus fully on building the business day-to-day .
“It’s a really exciting time for As Ever, and Meghan is building with her team and enjoying the creative fulfillment that comes with creating a brand that’s so close to the life she authentically lives,” a source told The Sun .
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What’s Next for the Sussexes
Prince Harry and Meghan Markle still have some projects in development at Netflix under their first-look deal. These include adaptations of Meet Me at the Lake by Carley Fortune and The Wedding Date by Jasmine Guillory .
But the scaled-back relationship with the streaming giant marks a new chapter for the couple’s media ambitions. The multi-year, nine-figure deal that once made them one of Netflix’s biggest talent gets is now a thing of the past .
For Meghan Markle, the focus is clearly on building As Ever as an independent company. The brand says it has “an exciting year ahead” and promises to share more soon .
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