Netflix has officially withdrawn its support from Meghan Markle’s lifestyle brand As Ever, marking a significant setback for her media ventures and raising questions about the sustainability of her post-royal projects. The decision, announced in early March 2026, underscores the challenges Markle faces in balancing celebrity influence with commercial viability.
Netflix and As Ever
As Ever was launched in 2025 as a lifestyle brand featuring teas, jams, honey, and baking mixes, coinciding with Markle’s Netflix series With Love, Meghan. Netflix was both an investor and promotional partner, helping to amplify the brand’s reach globally. The partnership ended on March 6, 2026, after just one year of collaboration.
A Netflix spokesperson stated, “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.”
Why Netflix Pulled Out
Industry insiders point to several factors:
- Underperformance of the series: With Love, Meghan failed to sustain momentum beyond its second season, limiting brand visibility.
- Strategic realignment at Netflix: The streaming giant has been cutting back on lifestyle programming, focusing instead on scripted dramas and global franchises.
- Commercial challenges: Despite initial buzz, As Ever struggled to establish itself in a crowded lifestyle market dominated by established players like Gwyneth Paltrow’s Goop.
One insider told Page Six: “Her brand didn’t resonate as strongly as expected. Netflix saw diminishing returns and decided to step back.”
Meghan Markle’s Response
Markle’s team framed the split as a strategic independence move, with a spokesperson 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.”
This statement suggests Markle intends to continue building As Ever without corporate backing, positioning it as a self-sustaining brand.
Broader Implications for Meghan’s Media Ventures
Analysts argue that Markle’s ventures face the challenge of separating her celebrity identity from her products. Unlike Harry and Meghan’s earlier Netflix projects (Harry & Meghan docuseries), As Ever lacked a compelling narrative hook. Netflix’s withdrawal may discourage other potential backers, raising questions about the brand’s long-term viability. The move has reignited debates about whether Markle’s ventures are passion projects or calculated commercial plays.
Entertainment journalist Margaret Darby noted: “This is not just about one brand, it’s about whether Meghan can sustain a media empire outside the royal spotlight.”
The Netflix–Markle split highlights, the volatility of celebrity-driven lifestyle brands. Success requires more than star power; it demands consistent consumer engagement. Netflix’s retreat from lifestyle ventures reflects broader industry trends toward scalable, international content. Markle’s brand struggled to connect beyond niche markets, unlike global lifestyle icons who tailor products to diverse audiences.
Netflix’s exit from As Ever is both a business reality check and a symbolic blow to Meghan Markle’s ambitions in the lifestyle sector. While her team insists the brand is “ready to stand on its own,” the absence of Netflix’s global reach and financial backing raises doubts about its future trajectory.
The coming months will reveal whether Markle can reinvent As Ever into a sustainable, independent brand or whether this marks the beginning of a broader retreat from her media empire.
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