Meghan Markle's lifestyle brand As Ever has formally parted ways with Netflix after roughly a year of collaboration, marking the latest shift in the streaming company's evolving relationship with the Duchess of Sussex and raising questions about the commercial viability of celebrity-driven consumer brands tied to entertainment platforms.
The separation, which took effect on March 6, follows the earlier cancellation of Markle's Netflix lifestyle series "With Love, Meghan." The brand had been launched in 2025 with Netflix serving as both an investor and distribution partner, positioning As Ever products alongside the streaming platform's broader push into retail and experiential spaces.
According to reporting by the Daily Mail, a Los Angeles-based industry insider said Netflix executives had grown dissatisfied with the brand's performance during its time connected to the platform.
"Netflix were not happy," the insider told the Daily Mail. "They were not happy with the fact that no one really cared about the brand - so when they were looking to create As Ever areas in Netflix House there was no appetite for it."
The source added that the brand did not align easily with the streaming service's major entertainment franchises.
"It just didn't fit with Squid Game or Stranger Things or Bridgerton like they had hoped," the insider said, referring to several of Netflix's most successful global series.
Markle, now 44, introduced As Ever as a lifestyle label offering a curated selection of products including jams, honey, teas, wine and candles. The brand was closely tied to her Netflix series and was originally expected to appear in Netflix House, a planned chain of retail and entertainment venues designed to promote the company's flagship shows and merchandise.
Supporters of Markle have offered a different account of the split. Sources close to the Duchess told the Daily Mail that the brand had always been intended to operate primarily through its own website rather than through Netflix's retail network.
Netflix issued a diplomatic public statement following the separation, praising Markle's approach to lifestyle branding and creative storytelling. The company said it admired her "passion for elevating everyday moments in beautiful yet simple ways" and added it was "glad to have played a role in bringing that vision to life."
The business relationship between Markle and the streaming platform had already been under pressure after the second season of "With Love, Meghan" struggled to attract viewers.
According to figures cited in coverage by the Daily Mail, the show's second season premiered in August 2025 but failed to enter Netflix's weekly Top 10 rankings. By the final four months of the year, the program had fallen to 1,217th place in the platform's overall viewing rankings.
The show was canceled in January 2026 after two seasons, weakening the promotional engine that had helped launch the As Ever brand.
Despite the breakup, Markle's representatives have emphasized that the relationship with Netflix remains intact in other areas. A source told The Sun that Markle remains "on good terms with the Netflix team and close personal friends with Ted," referring to Netflix co-chief executive Ted Sarandos.
The same source said the Duchess was "very happy to have full control" of the As Ever brand following the separation and suggested Netflix had been too "cautious" about expanding the business internationally.
According to reporting by the Daily Mail, the show "With Love, Meghan" may still appear occasionally on the platform as a special event program. A source told the newspaper the series "will continue as a seasonal special on Netflix."
The shift also comes as Markle and Prince Harry navigate a revised relationship with the streaming giant. The couple signed a new multi-year agreement with Netflix in August 2025, widely described in industry reports as a "first look" deal that replaced their earlier agreement reportedly valued at $100 million.
