Meghan Markle’s Lifestyle Brand ‘As Ever’ Splits From Netflix

The lifestyle brand “As Ever,” founded by Meghan, Duchess of Sussex, is charting its own course after ending its partnership with Netflix. The split, announced Friday, marks the conclusion of a collaboration that launched nearly a year ago alongside her Netflix series, “With Love, Meghan.”

Both Netflix and “As Ever” framed the decision as a natural progression, with Netflix stating the decoupling was “always intended.” The streaming giant acknowledged its role in bringing Meghan’s vision to life, emphasizing her “passion for elevating everyday moments in beautiful yet simple ways.”

A Brand Built on Everyday Luxury

“As Ever” quickly evolved from a digital presence to a curated collection of goods, encompassing everything from fruit spreads and teas to wine and chocolate bars. The brand’s aesthetic, rooted in simple elegance and accessible luxury, resonated with consumers, leading to what a spokesperson for “As Ever” described as “meaningful and rapid growth.” The brand was originally named American Riviera Orchard before settling on “As Ever,” a name Meghan explained signifies a return to core values – “as it’s always been.”

The launch of “As Ever” represented a return to familiar territory for the Duchess. Before her marriage to Prince Harry in 2018, Meghan ran a popular lifestyle blog called Tig, which similarly focused on cooking, entertaining, and mindful living. The blog, which she shuttered upon becoming engaged to Prince Harry, cultivated a dedicated following and showcased her passion for creating a beautiful and intentional lifestyle. CNN notes this echoes a familiar lane for the Duchess.

Netflix’s Role and the Series “With Love, Meghan”

The partnership with Netflix provided “As Ever” with a significant platform for launch and initial visibility. The accompanying series, “With Love, Meghan,” offered a glimpse into the Duchess’s world, featuring cooking demonstrations, entertaining tips, and appearances from celebrity friends. The show ran for two seasons in 2025, culminating in a special Christmas episode in December. E! Online reports Meghan herself admitted to learning as she went during the first year of operations.

While the financial details of the partnership haven’t been disclosed, the collaboration allowed Meghan to directly translate her personal brand into a tangible product line. Netflix’s involvement provided not only distribution but also marketing support and creative resources, accelerating the brand’s initial growth.

Industry Context: Streaming Partnerships and Lifestyle Brands

The move to allow “As Ever” to operate independently aligns with a broader trend in the streaming landscape. Netflix, while continuing to invest in original content, is increasingly focused on streamlining its operations and prioritizing projects with clear long-term potential. Allowing brands like “As Ever” to stand on their own allows Netflix to maintain a positive relationship while reducing its direct involvement in day-to-day operations.

The success of celebrity-driven lifestyle brands remains a key indicator of consumer engagement. Gwyneth Paltrow’s Goop and Jessica Alba’s Honest Company demonstrate the potential for significant revenue generation and brand loyalty when a celebrity’s personal brand resonates with a target audience. “As Ever” will now face the challenge of sustaining its momentum without the built-in promotional power of the Netflix platform.

What’s Next for “As Ever” and the Duchess of Sussex

With the partnership concluded, “As Ever” is poised to expand its product line and explore new avenues for growth. The brand’s website remains active, and a spokesperson indicated an “exciting year ahead” with more announcements to come. The focus will likely shift towards building direct-to-consumer relationships and leveraging social media to cultivate a loyal customer base.

Meghan and Prince Harry, who reside in Montecito, California, with their two children, Prince Archie, 6, and Princess Lilibet, 4, continue to pursue a variety of projects through their Archewell Foundation. Good Morning America reports that Archewell has recently undergone some staffing adjustments, but the foundation remains committed to its mission of driving systemic change.

The future of Meghan’s television presence remains open. While “With Love, Meghan” is no longer in production, the Duchess may explore other opportunities to collaborate with Netflix or other streaming platforms. For now, the focus appears to be firmly on building “As Ever” into a sustainable and independent brand.