Meghan’s lifestyle brand, As Ever, will continue independently after ending its Netflix partnership

The Duchess of Sussex’s lifestyle brand has officially ended its partnership with Netflix and will now operate independently.

Both As Ever and Netflix confirmed the decision on Friday, announcing that the brand founded by Meghan will move forward on its own after receiving early support from the streaming platform.

As Ever was launched by Meghan last year and was backed financially by Netflix. The partnership was separate from the duchess’s television production deal with the company.

A spokesperson for the brand said it was grateful for Netflix’s involvement during the early stages of the venture.

“We have experienced meaningful and rapid growth, and As Ever is now ready to stand on its own,” the spokesperson said.

Netflix also issued a statement reflecting on its role in helping establish the brand.

“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,” the company said.

The streaming service added that Meghan would continue to develop the brand independently as it enters its next phase.

“As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently,” the statement said.

As Ever has become known for a range of lifestyle products, including jam, rosé wine, teas, shortbread biscuits and decorative flower sprinkles.

The brand’s focus is on home and lifestyle items inspired by everyday living.

The announcement comes after changes to the broader relationship between Meghan, Prince Harry and Netflix.

The Duke and Duchess of Sussex originally signed a major production agreement with Netflix in 2020. The deal, believed to be worth about $100m (£75m), involved creating television series and films for the platform.

Under that arrangement, Meghan produced the lifestyle and cookery show With Love, Meghan.

The programme ran for two series and included a Christmas special. However, the show struggled to attract a large audience.

Netflix viewing figures revealed that the first series did not appear among the platform’s top 300 most-watched programmes during the first half of 2025.

Last year, the couple’s original production contract with Netflix came to an end.

It was replaced with a “first-look deal”, allowing Netflix the opportunity to review and potentially produce new projects proposed by Meghan and Prince Harry before other studios.

Despite the shift in their business relationship, Netflix emphasised that it remains supportive of Meghan’s brand moving forward independently.

The latest development marks another step in the evolution of the Duchess of Sussex’s business ventures since stepping back from royal duties alongside Prince Harry.

For As Ever, the move means the brand will now operate without financial backing from the streaming company as it enters its next stage of development.