Meghan Markle’s lifestyle brand As Ever has abruptly terminated its partnership with Netflix after just one year, citing “meaningful and rapid growth” and a readiness to operate independently. This split, confirmed by both parties, arrives as the future of her Netflix series “With Love, Meghan” remains uncertain and the Sussexes navigate a broader first-look deal with the streamer.
The news sent ripples through entertainment and business circles: Meghan Markle’s As Ever brand is no longer partnered with Netflix, effective immediately. In a statement, an As Ever spokesperson expressed gratitude for Netflix’s support through launch and the first year, emphasizing that the brand has experienced “meaningful and rapid growth” and is now “ready to stand on its own.” This marks a significant pivot for the lifestyle venture launched in 2025, which initially relied heavily on Netflix’s promotional muscle and integration with Markle’s streaming content.
Netflix’s response was equally telling, acknowledging Meghan’s vision while subtly highlighting the partnership’s intended temporality: “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.” However, an internal source from the streamer offered a blunter assessment to Page Six: “Her show did not go on so it did not make sense to continue the partnership.” This off-the-record comment points directly to the cardiac of the issue—the uncertain fate of “With Love, Meghan,” Markle’s Netflix series that aired a holiday special in December with no current plans for additional seasons.
To understand the depth of this split, one must revisit the original synergy. As Ever’s launch was deeply intertwined with Netflix’s backing; Markle herself stated last year that Netflix was “not just as my partner in the show, but as my partner in my business, which was huge.” This holistic partnership was designed to cross-promote the brand and series, creating a unified ecosystem. The holiday special served as a key platform, but without a renewed series commitment, the commercial rationale for continued Netflix affiliation waned. Fans of the show and brand had speculated about a second season, but Netflix’s silence spoke volumes, now corroborated by the source’s assertion.
The dissolution occurs against the backdrop of the Sussexes’ broader media strategy. In August 2025, Prince Harry and Meghan Markle signed a first-look deal with Netflix through their Archewell Productions. At the time, Meghan celebrated the extension as “an incredible sign of the strength of our partnership,” noting it provided “flexibility to go to our partners first and then at the same time to be able to shop content that might not be the right fit for Netflix, but has a home somewhere else.” This very flexibility appears to be guiding the As Ever decision—the brand is now “shopping” its next moves independently, potentially exploring other retail or streaming partnerships. The first-look deal remains intact for content production, but the lifestyle brand operates under a separate, now-terminated arrangement.
Beyond Netflix, the Sussexes have diversified. They recently executive produced the documentary “Cookie Queens,” which premiered at Sundance in January 2026, signaling a continued commitment to independent projects. Additionally, they are reportedly developing a film adaptation of Carley Fortune’s novel Meet Me At The Lake, though updates have been scarce. This portfolio approach reduces dependency on any single platform, a lesson likely learned from the As Ever experience. The brand’s independence may allow for collaborations with other retailers, influencers, or even competing streaming services for content integration.
For the fan community, this news ignites both speculation and concern. Enthusiasts of “With Love, Meghan” had hoped the series would return to showcase more As Ever products, but the split suggests otherwise. Online forums are buzzing with theories: Could As Ever find a new streaming partner? Will the brand pivot entirely away from video content? More broadly, this move prompts questions about the long-term viability of celebrity lifestyle brands anchored to entertainment deals. The rapid growth cited by As Ever’s team implies strong standalone sales, but the loss of Netflix’s promotional engine—seen in the show’s integration—presents a new challenge in customer acquisition and retention.
Ultimately, this separation is less about discord and more about evolutionary strategy. Both parties framed it as an amicable, planned transition, with Netflix expressing pride in having “played a role.” For Meghan Markle, it represents a bet on her brand’s inherent appeal beyond the Netflix bubble. In an era where celebrity ventures often hinge on media tie-ins, As Ever’s bid for independence is a bold test of organic growth. The next chapter will reveal whether the brand can sustain momentum without Netflix’s giant shoulders to stand on—a narrative fans and industry watchers will track closely.
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