Netflix is parting ways with As Ever, the lifestyle brand founded by Meghan, Duchess of Sussex, roughly a year after the companies joined forces.
After a multiyear, multiproject relationship with Meghan and Prince Harry, Netflix is stepping back from the brand — just months after the couple announced they had extended their partnership with the streaming giant, including their As Ever projects.
Meghan developed the lifestyle brand alongside the megastreamer, its launch coinciding with the debut of her Netflix series, “With Love, Meghan,” where Meghan invites friends to her California home to share cooking, hosting and gardening tips.
As Ever went through a rocky launch in April with a line of fruit preserves, baking mixes and honey — many of which sold out in minutes but drew lukewarm reviews.
The split was built into the partnership’s plan from the get-go, Netflix said in a statement praising Meghan and her 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,” Netflix shared in a statement.
The statement continued, “As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world.”
“As Ever is grateful for Netflix’s partnership through launch and our first year,” a spokesperson for As Ever shared in a statement. “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 February 2025, Meghan announced that the lifestyle brand she launched in 2024, American Riviera Orchard, would be rebranded as As Ever, with Netflix serving as her business partner — a move she described as “huge.”
In the first months after rebranding, As Ever sold out several products, including honey, which was oversold.
“We spent so much time making sure we had so much more inventory, that’s why we took the time, and you guys are doing it again,” Meghan said in an Instagram clip in June, per People. “We’re nearly sold out on everything, and I can’t believe it.”
In a Variety cover story last March, Netflix co-CEO Ted Sandros said the streamer was a “passive partner” in Meghan’s As Ever brand.
“I think Meghan is underestimated in terms of her influence on culture,” Sandros added. “People are fascinated with Meghan Markle. She and Harry are overly dismissed.”
Where do Harry and Meghan stand with Netflix?
News of Netflix’s split from As Ever follows an August announcement from the streamer signed a multiyear deal to extend its creative partnership with Meghan and Harry’s production company, Archewell Productions.
The updated arrangement also expanded to incorporate As Ever further into the partnership with a larger product line.
“We’re proud to extend our partnership with Netflix and expand our work together to include the As Ever brand,” Meghan said in a statement.
She continued, ”My husband and I feel inspired by our partners who work closely with us and our Archewell Productions team to create thoughtful content across genres that resonates globally, and celebrates our shared vision.”
Further details surrounding the renewed deal, including its value, are limited. But changes to the arrangement have been made, according to The New York Times. The updated arrangement will be a first look deal, which means Netflix can select or pass on film and television projects from the couple before they are presented to any other platform.
During recent years, Netflix has inched away from making multiproject agreements with high-profile characters. The platform recently shifted its deal with former President Barack Obama and Michelle Obama’s Higher Ground production company, to a first look deal as well.
Following Harry and Meghan’s 2020 departure from royal duties, the couple signed a $100 million deal with Netflix to create an undisclosed number of TV series, documentaries, children’s programs and other content.
Partnered with Netflix, Archewell Productions has released “With Love, Meghan,” “Heart of Invictus,” “Polo,” “Live to Lead” and “Harry & Meghan.”
The couple’s debut Netflix series, “Harry & Meghan” is the most successful project from the couple — after its release, it became Netflix’s most-watched documentary debut ever, per CNN.
None of the couple’s following projects matched the success of their debut docuseries. Meghan’s most recent project, “With Love, Meghan,” ranked as the No. 389th most-watched series on the streamer and reached 5.3 million viewers so far in 2025, per Netflix’s latest engagement report.
And “Polo,” a documentary from Harry, ranked at No. 3,436 most-watched show, reaching only 500,000 households, according to the report.
Under the updated arrangement, Meghan hosted a second season and a Christmas special of her lifestyle series, during which she often promoted her brand. The series received poor reviews from critics and mixed reactions from audiences, and no new season has been announced.
The couple are now working on a film adaptation of the novel, “Meet Me at the Lake,” for Netflix, but no other projects with the streamer have been announced.
“Harry and Meghan are influential voices whose stories resonate with audiences everywhere,” Bela Bajaria, Netflix’s chief content officer, said in an August statement.
“The response to their work speaks for itself — ‘Harry & Meghan’ gave viewers an intimate look into their lives and quickly became one of our most-watched documentary series. More recently, fans have been inspired by ‘With Love, Meghan,’ with products from the new As Ever line consistently selling out in record time. We’re excited to continue our partnership with Archewell Productions and to entertain our members together.”