Netflix Exits Meghan Markle’s As ever Lifestyle Brand
Netflix has stepped away as a partner in the As ever lifestyle brand created by meghan markle, leaving the line to continue independently after its launch year. The move closes a chapter on a high-profile commercial tie that the streamer framed as a planned transition.
Meghan Markle and the As ever partnership
The split centers on As ever, a home-goods line that sells $64 scented candles alongside items described as honey, wine and bookmarks. A brand spokesperson said As ever is "grateful for Netflix’s partnership through launch and our first year, " adding that the company has seen "meaningful and rapid growth" and is prepared to move forward on its own.
Netflix acknowledged its role in bringing the brand to market and stated that the arrangement was always intended to allow Meghan to grow the business independently. The streamer’s messaging framed the separation as a handoff: Netflix will no longer serve as a partner while the brand builds its next chapter outside of the platform.
Netflix, Archewell Productions and the seven-month timeline
The public split follows a corporate shift in Netflix’s relationship with Archewell Productions. Seven months before the As ever exit, Netflix downgraded the couple’s production deal from an overall pact to a first-look arrangement. That earlier change, which reduced the scope of projects Netflix committed to develop, preceded the company’s decision to decline continued partnership with the As ever line.
Netflix had previously described expanding its work with Archewell to include the lifestyle brand at the time of the brand’s announcement. Bela Bajaria, the company’s chief content officer, praised the Sussexes’ projects as resonant with audiences and highlighted strong viewer response to programming tied to the couple. Those content successes were cited internally as part of the rationale for initial collaboration on consumer products.
Commercial and strategic impact
From a commercial perspective, the immediate effect is that As ever will operate without Netflix’s distribution or promotional partnership after its first year. The brand’s own statement emphasized recent growth and signaled plans for an "exciting year ahead, " indicating the company expects to sustain sales momentum independently.
The breakdown of the relationship also revises how the couple’s media ambitions intersect with branded goods. Earlier projects under the broader Archewell–Netflix relationship produced documentary and scripted fare, while As ever represented a consumer-facing extension of those creative efforts. With Netflix stepping aside, the brand will assume responsibility for scaling, marketing and retail management that the streamer had supported through launch.
What makes this notable is that the exit follows a clear sequence of corporate retrenchment: the production-deal downgrade preceded the retail partnership split, suggesting a deliberate narrowing of the streamer’s commitments. That chain of events underscores how decisions about content deals can ripple into ancillary businesses tied to talent partnerships.
As ever’s product lineup was highlighted by Netflix earlier as selling out quickly in some cases, an assertion that underpinned the company’s initial enthusiasm for a broader collaboration with Archewell. The brand’s roster now includes premium-priced scented candles and other lifestyle items that it will continue to sell and promote without the streamer’s backing.
Executives and spokespeople from the brand and the streamer framed the separation as amicable and planned: Netflix noted it had "played a role" in bringing the vision to life and said it looked forward to celebrating the brand’s future success, while As ever said it was ready to stand on its own after the partnership through launch and a first year of operations.
The broader implication is that media companies reassessing production commitments may also reshape commercial tie-ins tied to those partnerships. For As ever, the immediate task will be converting initial launch momentum into sustained independent operations now that the streamer has exited the venture.
