Why did Meghan Markle and Netflix split?
What changed between the duchess’s lifestyle brand and the streamer
Representatives for Meghan Markle and Netflix have confirmed that the two parties have ended their partnership around As Ever, the duchess’s lifestyle line. The brand, which launched in 2025, included consumer items such as wines, jams and baking mixes and had been promoted alongside a Netflix connection — the streamer also carried her limited-series project, With Love, Meghan.
The announcement is essentially a business-level separation: the partnership that linked the As Ever consumer line and Netflix’s distribution and marketing channels is no longer in place. That means the commercial relationship that had placed As Ever products in proximity to Netflix’s audience will need a new distribution or marketing strategy if the brand is to maintain the same level of exposure.
Why this matters now
- Brand visibility: Losing a placement or promotional relationship with a major streamer reduces a lifestyle label’s built-in audience reach.
- Retail and licensing: As Ever’s next steps — whether to find a new retail partner, pursue direct-to-consumer channels, or rework licensing deals — will determine how widely its products remain available.
- Content and IP questions: The future availability or promotional tie-ins for With Love, Meghan are not spelled out in the announcement. It’s unclear whether Netflix will continue to host or promote the series in the same way now that the commercial partnership has ended.
What remains unclear
It’s still unclear whether existing product deals, distribution commitments, or specific licensing arrangements were part of the split or whether they will be renegotiated. The duchess shared a brief public statement through her representatives, but no detailed roadmap for As Ever’s retail or media strategy was released. For consumers and industry watchers, the immediate takeaway is that As Ever must now navigate growth and exposure without the Netflix partnership it launched with.