Meghan, the Duchess of Sussex, is separating her lifestyle brand As Ever from financial backing by Netflix, marking another shift in the couple’s business ties with the streaming platform.
The brand, launched last year by Meghan, Duchess of Sussex, had been supported by Netflix under a deal separate from the couple’s television production agreement. Statements released Friday by both parties confirmed that As Ever will now operate as an independent business.
A spokesperson for the brand said it was “grateful” for Netflix’s support during its first year, adding that the venture had experienced “meaningful and rapid growth” and was now ready to stand on its own.
Netflix said Meghan’s focus on “elevating everyday moments in beautiful yet simple ways” helped shape the brand and that the streamer was pleased to have contributed to its launch. The company added that Meghan will continue to expand the business independently.
As Ever sells products including jam, rosé wine, teas, shortbread cookies and flower sprinkles.
The move comes after the couple’s broader relationship with Netflix was scaled back. In 2020, Meghan and Prince Harry, Duke of Sussex signed a production deal with the streamer reportedly worth about $100 million.
Meghan later fronted the lifestyle series With Love, Meghan, which ran for two seasons and a Christmas special but drew limited audience traction. Company data showed the show’s first season did not rank among Netflix’s 300 most-watched titles in the first half of 2025.
Following the expiration of the original contract last summer, the arrangement shifted to a “first-look” agreement giving Netflix priority to review any new show proposals from the Sussexes.
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