Meghan Markle’s lifestyle brand is going it alone.
On Friday, word broke that Netflix had “exited” its partnership with As Ever, the $12 fruit spread and edible flower confetti brand Markle launched in conjunction with her lifestyle series, ”With Love, Meghan,” on the streamer last year.
The exact nature of the business arrangement wasn’t entirely clear — for example, we don’t know if Netflix just funded some or all of the venture — but the so-called “partnership” meant that products Markle featured on her show often tied into items that she released through her line, whose tag line is “more than a brand — a love language.”
According to The Sun tabloid, first to the story this morning, it was a mutual, amicable parting of ways.
Quoting unnamed insiders, the tabloid said that Markle was “relieved to go it alone” because she worried that her brand was being “held back” from “going global” by a more cautious Netflix.
“Meghan is still on good terms with the Netflix team and close personal friends with Ted [Sarandos, Netflix CEO] so hasn’t wanted to upset him, but is very happy to have full control of the company,” the insider told The Sun. “It’s a good time for Meghan to have complete control, given recent successes.”
While they didn’t specify the specific successes, As Ever has had a track record of selling through items quickly, notably the first two drops, which sold out within hours (though how much product was available in each drop is unclear). The recent addition of chocolate bars with ingredients like “bee pollen” and “hemp hearts,” which Markle launched in a video featuring her offering them to Prince Harry, is currently sold out, although gift sets and other staple items, like the jams that she launched with, are currently on sale at 15 per cent off.
A spokesperson for the Duchess of Sussex confirmed the news to The Sun, saying: “As ever is grateful for Netflix’s partnership through launch and our first year. 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.”
It echoes the confirmation given by Netflix as well, who praised her “passion for elevating everyday moments in beautiful yet simple ways,” and indicated that their parting of ways was always part of the long term plan.
“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,” a spokesperson told The Sun.
According to People, which quotes a source “close to” As Ever, the focus will now be on scaling the business, while The Sun floated potential expansion into Australia, New Zealand and Britain.
It’s not clear what this means for the future of Markle’s show, “With Love, Meghan.” After two seasons and a holiday special, there’s no word on whether it will continue. Given that it didn’t crack the top 300 shows on Netflix in the first six months of 2025, plus today’s development, it doesn’t look likely.
Meghan and Harry currently have a “first look” deal with the streamer — meaning it gets first pass on any projects they might be pitching — after the (rumoured) USD $100 million deal they signed in 2020 came to an end last year.
