Meghan Markle’s lifestyle brand, As Ever, stands at a turning point. The end of its partnership with Netflix has shifted the spotlight squarely onto the Duchess of Sussex and her ability to grow the brand alone.
For the 44-year-old estranged Duchess, this moment carries more weight than a typical business change. The Netflix partnership had served as both a marketing engine and a financial safety net. Now the brand must prove it can attract customers, scale internationally, and survive without the backing of one of the world’s largest streaming platforms.
The Netflix Breakup Shakes Things Up
Duke & Duchess of Sussex / IG / Meghan’s team framed the split as a “natural step” forward. A spokesperson said the brand experienced rapid growth during its first year and was ready to operate independently.
Netflix shared a similar tone, suggesting that independence was always part of the long-term plan.
Still, the timing raised eyebrows across the entertainment and business worlds. The partnership ended just two months after Netflix canceled Meghan’s lifestyle series, “With Love, Meghan,” following two seasons that struggled to impress critics and viewers. The show was designed to boost As Ever products and drive interest in the brand, but that strategy did not deliver the expected momentum.
Reports from inside the streaming giant say that the company struggled to find a natural fit for As Ever within its expanding retail concept, Netflix House. Executives reportedly felt the brand did not match the tone of major franchises like “Squid Game,” “Stranger Things,” or “Bridgerton.”
Brand analysts also warn that framing Netflix as the obstacle carries risks. Streaming giants hold enormous influence in entertainment and commerce, and critics argue that dismissing such a powerful partner may raise questions among future collaborators.
High-Profile Projects Are Losing Momentum
The pressure on As Ever grows because this is not Meghan’s first project that faced setbacks. Several ventures linked to the Sussex brand have launched with strong attention but struggled to maintain long-term momentum.
The couple’s $20 million deal with Spotify collapsed in 2023 after producing only one season of Meghan’s podcast, “Archetypes.” The series sparked interest at first, but did not lead to the larger slate of content that Spotify originally envisioned.
Her children’s book, “The Bench,” created headlines when it debuted in 2021. The book reached bestseller lists early on but did not lead to a steady publishing career or additional major titles. Another podcast project, “Confessions of a Female Founder,” also paused development despite early buzz.
Meanwhile, several entertainment projects connected to Archewell Productions remain stuck in development. A planned film adaptation of the novel “Meet Me at the Lake,” which Netflix reportedly acquired for nearly three million dollars, has not moved forward with a director or cast after years in limbo.
Global Expansion Could Decide the Brand’s Future
Duke & Duchess of Sussex / IG / Despite the challenges, Meghan’s team insists the brand is entering a stronger and more independent chapter. Freedom from Netflix’s corporate structure may allow As Ever to expand faster and reach markets that previously remained untapped.
International growth sits at the center of that plan. Meghan has spoken often about building a global lifestyle brand that blends home products, food items, and personal storytelling. Her upcoming visit to Australia in April 2026 could serve as the first major test of that vision.
During the trip, Meghan will appear at a retreat in Sydney for a live conversation event. Observers view the appearance as more than a speaking engagement. It offers a chance to introduce the brand directly to an international audience and measure interest beyond the U.S.
