After a successful first year, Netflix has officially cut ties with Meghan Markle’s lifestyle brand, As Ever, letting it run on its own. The move fits with the brand’s original plan, which was to grow quickly and launch new products like jams and scented candles.
Meghan Markle started As Ever in April 2025 with help from Netflix’s consumer products division. It was connected to her cooking show With Love, Meghan. Netflix put money into the company early on, helping to launch things like flowerless fruit preserves, tea, wine, and $64 scented candles that sold out quickly. The streaming giant made the at-home lifestyle show, but fewer people watched it in late 2025 during its second season.
A Netflix spokesperson said, “Meghan’s dedication to making everyday moments better inspired As Ever, and we’re happy to have contributed. True to its intent, she’ll develop it on her own.” “As Ever” said, “Thank you for your support during our launch and first year. We’ve grown quickly and are ready to thrive on our own. We have an exciting year ahead.”
Even though the company is splitting up, As Ever plans to grow by focusing on real lifestyle products that are similar to Meghan’s life. Sources say this is a “exciting time.” The brand wants to grow around the world, making families happy on their own.
