Netflix and Meghan Markle have ended their partnership on the lifestyle brand As Ever after just 11 months, a move that redefines the Sussexes’ media and business strategy as the brand embarks on independent operations.
In a significant development for celebrity entrepreneurship, Netflix has confirmed the termination of its partnership with Meghan Markle‘s lifestyle brand As Ever, effective immediately. The announcement, made on March 6, 2026, reveals that the Duchess of Sussex will now independently grow the brand, which launched in April 2025 with substantial backing from the streaming giant.
According to a Netflix spokesperson, the split is part of a “planned transition,” allowing Markle full autonomy. “As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently,” the statement said, a detail confirmed by Entertainment Weekly. As Ever echoed this, expressing gratitude for Netflix’s role in its launch and first year while emphasizing its readiness to operate solo.
The brand’s debut was marked by explosive demand: its initial product collection—featuring honey, flower sprinkles, and fruit preserves developed with Netflix’s CPG division—sold out in less than an hour, a phenomenon reported by PEOPLE. This early success raised expectations, making the partnership’s end surprising to industry observers.
This split unfolds amid a broader reevaluation of the Sussexes’ Netflix ties. While Netflix extended its first-look deal with Archewell Productions in August 2025, praising “Harry and Meghan as influential voices,” several projects have been shelved. These include the animated series Pearl and the lifestyle show With Love, Meghan, which sources told PEOPLE in January have “no plans for a third season.” The As Ever separation thus appears as part of a pattern of scaling back collaborative ventures.
Meghan Markle has been transparent about the challenges of brand-building. In an interview with PEOPLE, she described the process as a “learning curve,” noting, “I appreciate everyone who gave me the grace to make mistakes and figure it out.” This candidness suggests that the entrepreneurial hurdles were anticipated, even as the Netflix partnership provided a high-profile launchpad.
The immediate implications are profound. Without Netflix’s promotional muscle and distribution reach, As Ever must now navigate the crowded lifestyle market relying solely on Markle’s personal brand and direct consumer engagement. For the Sussexes, this pivot underscores a strategic shift: maintaining content deals while pursuing independent business ventures, a risky but potentially empowering move.
Fan communities are actively dissecting the news. Theories abound on social media, with speculation ranging from Netflix’s business recalibration to creative disagreements. Some supporters see this as a positive step for Markle’s autonomy, while others worry about diminished visibility. Persistent rumors include potential new retail partnerships or a focus on digital-only expansion for As Ever.
Looking ahead, As Ever has promised an “exciting year ahead,” but the path forward is uncertain. The brand’s success will hinge on its ability to sustain momentum without Netflix’s infrastructure. Meanwhile, the Sussexes’ Archewell Productions deal remains active, suggesting a bifurcated strategy: content creation with Netflix, but independent lifestyle entrepreneurship.
This episode highlights the volatile intersection of celebrity, media, and consumer goods. Even with a powerhouse partner like Netflix, building a enduring lifestyle brand is a formidable challenge. For Meghan Markle, As Ever’s independence is a critical test of resilience and brand equity—one that will be closely watched by fans and industry insiders alike.
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