Meghan Markle’s lifestyle brand ends partnership with Netflix after a year

The Duchess of Sussex’s lifestyle brand, As ever, has ended its partnership with Netflix, according to a statement released on Friday. 

Markle and the streaming giant collaborated on the launch of the As ever brand in 2025, following the debut of her Netflix series “With Love, Meghan”.

As ever was launched by Markle and supported financially by Netflix, through a separate deal to that of her television content and series.

What is As ever?

The brand features a collection of products that are inspired by the Duchess’s “long-lasting love of cooking, entertaining and hostessing with ease”, according to the website. 

As ever is known for products including wine, preserves, jams and tea. 

A spokesperson for As ever said it was grateful for the partnership with Netflix during the brand’s first year, adding: “We have experienced meaningful and rapid growth and As ever is now ready to stand on its own.”

Netflix said in a statement: “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.

“As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently.”

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“With Love, Meghan” faltering ratings

The Duke and Duchess of Sussex signed a contract with Netflix in 2020 to produce TV and films for the streaming platform, believed to be worth about $100 million. 

“With Love, Meghan” ran for two seasons including a Christmas special but had poor performance with audiences. 

Netflix figures showed that the first season failed to reach the streaming service’s top 300 most popular shows in the first half of 2025.

The series, which launched its second season last August, only garnered two million views in the last four months of the year, and became the 1,217th most-watched title on Netflix over the second half of the year.

After the contract ended last summer, it was replaced by a “first look deal” which gives Netflix first dibs on any new proposed shows from Markle and the Duke of Sussex.

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