Meghan Markle’s lifestyle brand As Ever marks a new beginning, separating from Netflix just months after launching in collaboration with the streaming platform’s consumer products division. The brand debuted in April 2025 alongside Meghan’s cooking show With Love, Meghan and features lifestyle products such as wine, tea and jams.
The spokesperson of the brand shared that it is now ready to move forward on its own. “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,” representatives said, adding that the brand has “an exciting year ahead.”
Why As Ever is going independent
As Ever was first launched with the support of Netflix’s consumer products division and was closely tied to Meghan’s lifestyle series on the platform, With Love, Meghan. This partnership helped the brand to be widely recognised.
However, the latest reports indicate that the brand has now reached a stage where it can operate on it's on. Representatives say the motive reflects As Ever’s growth and its plans to expand further while building its own identity in the lifestyle space.
Netflix supports Meghan’s next move
Netflix has also addressed the split, indicating the move was always part of the long-term vision for the brand. A spokesperson for the streaming platform said Meghan’s idea behind As Ever was inspired by her passion for “elevating everyday moments in beautiful yet simple ways.”
The spokesperson further added that Netflix was pleased to have backed the brand’s early growth and looks forward to watch how Meghan grows it independently in the future.
Despite the brand’s departure from Netflix’s consumer products partnership, Meghan Markle and Prince Harry remain closely tied to the streaming platform. Earlier in August, Netflix confirmed a multi-year deal with the couple to create “thoughtful” content, indicating that while the brand may stand alone, their creative collaboration with the streamer continues.
