Netflix has pulled out as an investor in Meghan Markle-launched lifestyle brand As Ever, marking a shift in a partnership that began when the brand debuted last year.
Netflix is abandoning Meghan Markle’s lifestyle brand as always
The company has confirmed that it will no longer act as a financial backer of the business, which focuses on food and lifestyle products. However, Netflix said the decision was part of the original plan and that Markle will now continue to develop the brand independently.
A Netflix spokesperson told Variety that the company was pleased to help introduce the brand to audiences. “Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As Ever brand and we are delighted to have played a part in bringing that vision to life,” said a spokesperson. “As always intended, Meghan will continue to grow the brand and independently take it into its next chapter.”
The lifestyle brand As Ever was launched about 11 months ago. His first collection included teas, jams, honey and baking mixes, reflecting Markle’s interest in cooking and living. The brand’s debut came at the same time as the release of her Netflix lifestyle series, “Love, Meghan.”
In the series, Markle hosted friends and co-workers while preparing food and discussing everyday life topics. The program ran for two seasons, each consisting of eight episodes, released in March and August 2025. A holiday special was also released in December.
Although the show has not been formally canceled, reports suggest the project has slowed down while Markle considers new directions for the filmed content.
A spokesman for the Duke and Duchess of Sussex said the company remains grateful for Netflix’s support during the brand’s launch phase. “The brand is grateful for Netflix’s partnership through launch and our first year,” a spokesperson said. “We’ve experienced meaningful and rapid growth and, as always, it’s now ready to stand on its own. We have an exciting year ahead of us and can’t wait to share the next.”
Netflix executives previously described the company’s role as limited. In an interview with Variety last year, Netflix co-CEO Ted Sarandos said the streaming giant was a “passive partner” in Markle’s business venture.
Sarandos also noted Markle’s cultural influence, pointing out that the items she appeared in public with often attracted significant audience and media attention.
Markle and her husband, Prince Harry, have maintained a high-profile partnership with Netflix since signing a production deal with the company in 2020. One of their most watched projects was the documentary series ‘Harry & Meghan’, which explored their lives and decision to step back from royal duties.
With Netflix stepping down as an investor in As Ever, the brand will now enter its next phase under Markle’s independent leadership while its wider creative partnership with the streaming platform continues.
