Meghan Markle and Netflix are parting ways.
A spokesperson for the streaming giant said Friday the company is ending its investment in her As Ever lifestyle brand.
“Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As Ever brand, and we are glad to have played a role in bringing that vision to life. As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently,” the spokesperson said in a statement.
“We look forward to celebrating how she continues to bring joy to households around the world.”
The Duchess of Sussex announced the launch of As Ever in February 2025 on her personal Instagram page, and said Netflix had come on board as a partner.
On Friday, a rep for As Ever thanked the streamer for investing in the brand.
“As Ever is grateful for Netflix’s partnership through launch and our first year,” the rep told People in a statement on Friday. “We have experienced meaningful and rapid growth, and As ever is now ready to stand on its own. We have an exciting year ahead and can’t wait to share more.”
The brand includes jams, teas, candles, and spiced cider. Its debut was timed to coincide with the premiere of her lifestyle show With Love, Meghan, which premiered on Netflix in March 2025, after getting delayed because of the Los Angeles fires.
As Ever was originally called American Riviera Orchard, but Meghan said the name was changing ahead of the launch.
“Last year, I had thought, ‘American Riviera, that sounds like such a great name.’ It’s my neighborhood, it’s a nickname for Santa Barbara, but it limited me to things that were just manufactured and grown in this area,” she said in a video on Instagram.
“Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge. So I thought about it, and I’ve been waiting for a moment to share a name that I had secured in 2022, and this is the moment, and it’s called As Ever,” Meghan added.
It’s unclear if Netflix is planning to move forward with her lifestyle show.
Season 2 of With Love, Meghan debuted in August 2025, and the special With Love, Meghan: Holiday Celebration premiered in December.
According to Netflix’s What We Watched engagement report for the second half of 2025, season 2 of the series was viewed 2 million times. The holiday special garnered 2.4 million views.
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