Meghan Markle Loses Netflix Deal as As Ever Brand Faces Setbacks

Netflix has ended its partnership with Meghan Markle’s lifestyle brand, As Ever, sources told Page Six. The move comes after Markle’s series “With Love, Meghan” failed to continue beyond its second season.

An industry insider said, “Her show did not go on so it did not make sense to continue the partnership.” A Netflix spokesperson added, “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.”

Markle, 44, and Prince Harry signed a $100 million deal with Netflix in 2020 after leaving the royal family. Under that agreement, they produced several projects including the 2023 documentary “Harry & Meghan,” which was a hit.

However, subsequent projects, such as the “Polo” documentary and “With Love, Meghan,” did not achieve the same success. The latter show, which promoted As Ever products, was not renewed for a third season amid declining ratings.

An As Ever representative told Page Six, “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 also confirmed that Markle will continue building the brand independently. “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,” the statement read.

The couple had extended their Netflix deal last year, but for a smaller amount than the original contract. Projects under this renewed deal included adaptations of Carley Fortune’s novel Meet Me at the Lake and Jasmine Guillory’s The Wedding Date. Page Six reports that both projects are currently stalled, putting the overall deal in uncertainty. A Hollywood source said, “Three years in development for a movie like this at Netflix isn’t good.”

Markle officially launched As Ever in April 2025, but sales have reportedly been challenging. At one point, Netflix’s Los Angeles office was reportedly full of As Ever items, including jams, candles, wine, and flower petal sprinkles. In addition, the Sussexes’ documentary Cookie Queens—shown at Sundance in January—has not yet secured a distributor or streaming deal.

The end of Netflix’s involvement marks a significant change for the As Ever brand, but the company appears ready to continue independently.

This move highlights the risks of tying a lifestyle brand too closely to a single media platform. While As Ever has potential, the brand will need strong marketing and strategy to thrive without Netflix’s backing. What do you think about Meghan Markle moving As Ever forward on her own? Share your thoughts in the comments.