Netflix has stepped back from being a backer of Meghan, Duchess of Sussex’s lifestyle brand As ever.
As Ever was launched 11 months ago with its first collection of teas, jams, honey and baking mixes. It coincided with the release of the Netflix series “With Love, Meghan Markle,” in which Markle cooks and dines with friends and collaborators.
“Meghan’s passion for elevating everyday moments in beautiful and simple ways inspired the creation of the As Ever brand, and we are thrilled to have played a role in bringing that vision to life. As always intended, Meghan will continue to grow the brand and take it to its next chapter independently,” a Netflix spokesperson told Variety. “We look forward to celebrating the joy she continues to bring to families around the world.”
A spokesperson for the Sussexes told Variety that the brand is “grateful for our partnership with Netflix through our first year of launch. We have experienced meaningful and rapid growth and As ever is now ready to stand on its own. We have an exciting year ahead and can’t wait to share more.”
In a breezy feature in Variety last March, Netflix co-CEO Ted Sarandos said the streaming giant was “a passive partner in Meghan’s company, and it’s a big discovery model for us at this point.” The executive praised Markle’s influence in the commercial field.
“I think Meghan is underrated in terms of her influence on culture. When we released the trailer for the documentary series ‘Harry & Meghan'[in 2022]everything on screen was dissected in the press for days,” Sarandos said at the time. “The shoes she wore sold out all over the world. The Hermès blanket that hung on the chair behind her also sold out all over the world. People are fascinated by Meghan Markle. She and Harry are so disrespected.”
News of the sale comes as With Love’s activities appear to be winding down. The project aired in two seasons of eight episodes each in March and August 2025. A holiday special aired in December. Netflix hasn’t officially canceled the project, as Meghan continues to explore the best format for filming content.
“That’s part of what we’re testing right now: It’s great to be able to sit down and watch a show for 30 minutes, but how can we give you a recipe in two minutes?” Markle said at the Fortune Summit last year. “Where can we share that? And how can we continue to grow like we’ve been doing? So (I’m) exploring all options for what that could look like.”
