Netflix appears to be gradually distancing itself from Meghan Markle. Late last week, the streamer announced it had ended its partnership with the Duchess’s As Ever lifestyle brand, which launched 11 months ago alongside her Netflix series With Love, Meghan.
This move follows an August shift in Netflix’s relationship with the Sussexes: the company converted its original overall deal with Prince Harry and Meghan’s production company into a first-look arrangement. Industry observers described the change as a downgrade.
Netflix Exits As Ever
As Ever offers shoppers the opportunity to buy sets of high-end (read: very expensive) jams, teas, candles, wine, and other home goods. The collections are reportedly curated by Markle. Netflix had originally provided direct support for the lifestyle brand.
Meghan Markle in Season 2 of With Love, Meghan – Netflix, YouTube
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In a statement to Variety, a Netflix spokesperson expressed professional admiration for Markle while confirming the company has ended its involvement: “As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently.” The wording suggests the split was planned, though no official details were released.
A spokesperson for the Sussexes told Variety that the brand is grateful for Netflix’s partnership during its first year, adding that it has “experienced meaningful and rapid growth and As Ever is now ready to stand on its own.”
The end of Netflix’s direct involvement with As Ever follows a broader change in the Sussexes’ partnership with the streamer.
From Overall Deal to First-Look
In August, the company converted its original multi-year overall deal with Prince Harry and Meghan Markle’s production company, Archewell Productions, into a first-look arrangement. Under this model, Netflix retains the right of first refusal for projects but no longer guarantees the same upfront commitment or financial backing.
The announcement came just weeks after the release of the second season of With Love, Meghan. Season one, released in March, was a disappointment with both critics and audiences. It currently holds a 23% critics score and 26% audience score on Rotten Tomatoes.
The Logo for Netflix – Netflix
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This shift in the production deal mirrors Netflix’s decision to step back from As Ever. Netflix is taking a more cautious approach to Archewell content and has ended its direct involvement with Markle’s lifestyle brand. The As Ever brand will now operate independently.
Together, these moves highlight a clear distinction: As Ever can chart its own course without oversight, while Archewell’s creative output must now navigate a more selective partnership, reflecting Netflix’s recalibrated approach to the Sussexes’ ventures.
Meghan Markle and Netflix: An Uncertain Future
While the split seems amicable, the big picture is telling. The Hollywood Reporter notes that the two previous series Netflix had produced with the Sussexes—Harry & Meghan and Polo—have ended. With Love, Meghan has not been officially cancelled, but its future remains uncertain.
Prince Harry and Meghan Markle – YouTube, E! News
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Netflix’s moves suggest a strategic shift rather than a full rejection of Meghan Markle. The recalibration of both Archewell and As Ever partnerships—balancing audience response, financial risk, and creative vision—highlights the challenges faced by the streamer. Whether a Meghan Markle lifestyle brand can thrive without Netflix support is uncertain. Meanwhile, how Archewell handles its first-look deal will likely shape the Sussexes’ media trajectory for years to come.
Do you think Netflix is trying to distance itself from Meghan Markle? Let us know in the comments!
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