What happens to Meghan's As Ever?

After Netflix ended the partnership, what's next

Netflix has officially cut ties with As Ever, the lifestyle brand developed by Meghan Markle with streaming support. The streamer’s pullback means the platform will no longer be an investor or distribution partner for the venture it helped launch, and sources indicate the decision followed the brand’s initial content not moving forward as expected.

Meghan’s team framed the split as a turning point. A spokesperson said As Ever is "ready to stand on its own," and the duchess signaled she plans to take "complete control" of the business going forward. The change shifts the brand from a partnership-backed model to an independently managed enterprise.

Immediate implications

• Funding and distribution: Netflix’s exit removes a built-in distribution channel and a source of capital tied to the collaboration.
• Operational autonomy: The brand will have more decision-making freedom but must secure new distribution deals or finance projects internally.
• Brand strategy: Leaders will need to reassess content plans, retail initiatives, and partnerships to replace the exposure and resources the streamer provided.

What to watch next

• New partners: Whether As Ever secures another platform or investor to underwrite content and product tie-ins.
• Business pivot: How the brand reallocates strategy—focusing on commerce, owned channels, or licensing deals.
• Public messaging: The team’s ability to reframe the narrative and reassure current collaborators and customers.

The split does not signal an immediate end for As Ever, but it does raise practical questions about how the brand will fund growth, reach audiences at scale, and execute on the kinds of projects it had planned with Netflix’s involvement.