Netflix is stepping back from its investment in Meghan Markle’s lifestyle brand, As Ever. This change marks a new chapter for the brand, which launched about a year ago.
As Ever focuses on food and lifestyle products, showcasing Markle’s love for cooking and home life. Its first collection featured items like teas, jams, and baking mixes. The brand debuted alongside her Netflix series, With Love, Meghan, where she hosted friends and shared recipes. The show ran for two seasons, with the final episodes airing in late 2025, but reports suggest it may not continue.
Netflix confirmed this decision aligns with their initial plan. They described their role as a “passive partner.” Ted Sarandos, co-CEO of Netflix, mentioned that Markle’s presence often drew significant media interest.
Markle’s spokesperson expressed gratitude for Netflix’s support during the launch phase. They believe As Ever is now poised for independent growth and are excited for what’s next.
Interestingly, Markle and Prince Harry’s relationship with Netflix started in 2020 when they signed a production deal. Their most famous project to date is the documentary series Harry & Meghan, which details their lives after stepping back from royal duties.
This shift away from direct investment is not uncommon in the business world. Companies often reassess partnerships based on evolving goals. In recent years, consumer interest in lifestyle brands has grown significantly. A report from Statista indicates that the global market for lifestyle products is projected to reach $1.5 trillion by 2025. This trend suggests that As Ever has a promising future under Markle’s leadership.
As the brand continues to grow independently, it will be interesting to see how Markle leverages her cultural impact in the lifestyle space, especially now that she has more creative control.
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