Netflix has officially ended its partnership with Meghan Markle’s lifestyle brand, As Ever, allowing the brand to forge ahead independently. The streaming giant shared its sentiments in a statement to The Hollywood Reporter, acknowledging its role in helping to launch the brand and expressing enthusiasm for Markle’s future endeavors. “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,” Netflix stated.
In a parallel announcement, a spokesperson for As Ever thanked Netflix for its support over the past year, noting that the brand has experienced significant growth and is now poised to operate on its own. “We have an exciting year ahead and can’t wait to share more,” the spokesperson added, highlighting the brand’s momentum.
The separation comes approximately seven months after Netflix downgraded Markle’s production deal from an overall agreement to a first-look arrangement. The revised partnership was described as an “extended” one, which notably reduced the scale of the original agreement that had produced projects such as the docuseries “Harry & Meghan,” the show “Polo,” and “With Love, Meghan.” With these changes, the collaboration’s focus shifted away from extensive production efforts to a lighter involvement, signaling a transition in the relationship.
As Ever features an array of products, including $64 scented candles, high-end honey, wine, and bookmarks, and initially benefited from Netflix’s promotional capabilities. At the outset of the partnership, Markle expressed her excitement and commitment to creating thoughtful content that resonates globally. The hope is that the brand continues to thrive independently, bringing joy and inspiration through its products.
Despite the termination of the partnership, the future looks promising for Markle and As Ever as they embark on this new chapter, aiming to further solidify their presence in the lifestyle market.