Netflix Ends Partnership with Meghan Markle’s Jam and Candles Brand

The partnership between Netflix and Meghan Markle’s lifestyle brand, As Ever, has officially come to an end. This development comes as both parties have expressed their intention to continue independently. Meghan made headlines when she stated she was pleased to stand on her own, while Netflix claimed that it was always part of the plan for her to grow the brand independently.

Background on As Ever and the Partnership

Initially launched in March 2025, As Ever emerged from Markle’s previous brand, American Riviera Orchard. At that time, Netflix CEO Ted Sarandos described the brand as a pivotal opportunity for the streaming service, which signaled a commitment to a multi-year collaboration. Reports indicated that Meghan was actively involved in product development, indicating strong engagement between her brand and Netflix.

Financial and Product Overview

• Best-Selling Products: As Ever’s popular items include flower sprinkles and fruit spreads, priced at $15, and scented candles costing $64.
• Geographic Reach: Currently, As Ever products are sold online exclusively to U.S. customers, with future plans set to expand to markets in Australia, New Zealand, and the United Kingdom.

Meghan’s team has noted that the decision to end the partnership stemmed from a desire for tighter control over the brand. A source close to Markle indicated that she has been keen to take As Ever global for some time. Despite the split, reports suggest that Meghan remains on good terms with Netflix, maintaining a relationship with Sarandos.

Future of Meghan’s Projects

While the partnership with Netflix for As Ever has concluded, Meghan and Harry retain a separate first-look agreement for film and television projects. However, their other ventures, such as the film *Cookie Queens* and the adaptation of *Meet Me at the Lake,* are presently in developmental limbo.

Statements from Both Parties

Meghan expressed gratitude for Netflix’s initial support, highlighting the significant growth of As Ever since its launch. Netflix also commended Meghan’s vision, emphasizing the brand’s focus on elevating everyday moments through accessible yet elegant products.

The conclusion of this partnership marks a new chapter for As Ever as it seeks to establish a more independent identity. The future remains promising as both Meghan and the brand look to expand their market influence and product offerings.