Meghan Markle is facing her own challenges in California. The most recent one concerns her brand, As Ever, and Netflix. After a year of collaboration since the brand’s launch in March 2025, the platform and Meghan’s company have decided to part ways.
The news was announced with friendly statements from both sides, but a question lingered: what really happened?
What sources close to Meghan say about her departure from Netflix
The official version is cordial. Netflix praised Meghan’s vision of “enhancing everyday moments in beautiful yet simple ways” and expressed happiness in helping bring it to life. As Ever expressed gratitude for the collaboration and noted “significant and rapid growth.” But there’s more to the story.
According to sources close to Meghan, as quoted by The Sun, she had long wanted to expand the brand globally and felt that Netflix, with its more cautious team, was holding her back. They say the breakup was a mutual decision. And Meghan, it seems, is relieved to be able to operate independently.
What’s next for As Ever without Netflix, and what are their plans?
Until now, As Ever’s products—jams, rosé wine, honey, candles, and floral spices—were only available for purchase in the United States through their website. The next step is international expansion, with Australia, New Zealand, and the United Kingdom on the horizon.
Netflix provided support and development teams, which Meghan is now reorganizing with her own team. It’s important to remember that Harry and Meghan still have a “first look” agreement with Netflix for audiovisual projects, so their relationship isn’t completely over; it’s just changing form.
Can As Ever survive on its own?
It’s not all good news. Image expert Eric Shiffer bluntly stated to Page Six, “This is suicide for a celebrity brand with a cashmere apron.” His argument is that losing Netflix as a visible partner could deter future significant partners.
It’s a tough read, but not entirely far-fetched. As Ever does not publish sales figures, but sources close to the company estimate nearly 870,000 jars have been sold. The stock frequently runs out, but the lifestyle show was canceled after two seasons of lukewarm reviews.
Right now, the brand has momentum, but it also has a lot to prove on its own.