Netflix has officially ended its partnership with Meghan Markle’s lifestyle brand, As Ever. This decision follows the cancellation of her series, *With Love, Meghan*, which aired two seasons but wasn’t picked up for a third. An industry source noted that since the show wouldn’t continue, the partnership with Netflix no longer made sense.
As Ever launched alongside Markle’s show in 2025. The brand focuses on celebrating life’s little joys but faced criticism from the start. The product lineup included flower sprinkles, raspberry spreads, and natural teas, all tied to themes from her show. Over time, the offerings expanded to include wines, gourmet honey, and candles.
Netflix expressed pride in helping launch As Ever, stating that Markle’s vision to elevate everyday moments inspired the brand. After a solid year under Netflix, the brand is now gearing up for a new chapter independently. An As Ever spokesperson mentioned the gratitude felt towards Netflix for its initial support, but noted it is time to stand on its own.
Interestingly, Meghan recently commented on her brand’s evolution. Originally named *American Riviera Orchard*, she felt that name limited her vision. The partnership with Netflix provided a significant boost, allowing her ideas to flourish. Since then, As Ever has seen impressive growth and is ready for exciting changes ahead.
Joyce Chen, a retail expert, observed, “Brands often thrive when they’re given space to innovate. Transitioning from a partnership to independent operations can be a pivotal moment for growth.” This aligns with current trends, as many businesses are shifting to focus on direct consumer relationships for enhanced agility and brand identity.
Overall, Markle’s journey with As Ever reflects a move towards greater independence and a focus on personal vision, which can resonate well in today’s market where authenticity is highly valued.
