Meghan Markle’s Brand Moves Forward
“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,” stated a Netflix spokesperson.
This announcement comes as Netflix has officially cut ties with Markle’s lifestyle brand, As Ever, which launched in April 2025. The brand has reportedly experienced meaningful growth and is now ready to stand on its own.
Markle and Prince Harry first partnered with Netflix in 2020, negotiating a substantial $100 million deal. Under this agreement, the couple released several projects, including the documentary “Harry & Meghan.” However, the partnership has since been downgraded from an overall deal to a first-look deal.
Despite the shift in partnership, As Ever has made a significant impact in the market. The brand’s initial product launch saw its offerings, which include jams, honey, tea, wine, candles, and chocolate, sell out in less than an hour. Markle expressed her excitement, stating, “Our shelves may be empty, but my heart is full! We sold out in less than one hour.”
As Ever has also been financially successful, with Markle reportedly earning upwards of $36 million from a single product line. The brand’s products, such as a fruit spread priced at $15 and scented candles at $64, have garnered considerable attention.
Markle’s show “With Love, Meghan” did not proceed to a third season, prompting Netflix to conclude that it did not make sense to continue the partnership. This decision reflects a broader trend in celebrity-driven media, with some observers noting, “Even Netflix is bailing. The elite celebrity hustle is fading.”
As Ever’s spokesperson remarked, “We have experienced meaningful and rapid growth and As Ever is now ready to stand on its own,” highlighting the brand’s confidence in its future.
With the separation from Netflix, As Ever is poised to explore new opportunities and expand its reach in the lifestyle market. The brand’s ability to thrive independently will be closely watched in the coming months.
