The lifestyle brand launched by Meghan, Duchess of Sussex, has ended its partnership with Netflix.
The 44-year-old royal launched As Ever in 2025, and the venture was initially supported by the streaming giant, but the two companies have now ended their formal partnership.
“As Ever is grateful for Netflix’s partnership through launch and our first year,” a spokesperson for As Ever said in a statement shared with CNN.
“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.”
Netflix has also released a statement, confirming it will cease to provide financial support to As Ever.
“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 streaming giant said.
“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.”
Ted Sarandos, the chief executive of Netflix, has previously said the Duchess’s influence has been underestimated.
The royal has starred in the Netflix series Harry and Meghan and With Love, Meghan, and Sarandos believes the public is fascinated by her.
“I think Meghan is underestimated in terms of her influence on culture,” he told Variety in 2025.
“When we dropped the trailer for the ‘Harry and Meghan’ doc series, everything on-screen was dissected in the press for days. The shoes she was wearing sold out all over the world. The Hermes blanket that was on the chair behind her sold out everywhere in the world.
“People are fascinated with Meghan Markle. She and Harry are overly dismissed.”
Proudly Australian owned and operated
