Meghan Markle Axes Netflix Deal as She Vows to Take ‘Complete Control’
Meghan Markle Ends Netflix Partnership to Lead As Ever Brand Independently
Meghan Markle, the Duchess of Sussex, has officially parted ways with Netflix, ending the streaming giant’s involvement in her lifestyle brand, As Ever. The decision marks a significant shift as Meghan vows to take “complete control” over her business, steering it towards a more ambitious and global future.
Netflix had been a partner in As Ever since its launch, providing support through staff and development teams. The brand, which offers a unique range of products including rose wine, jams, flower sprinkles, leather bookmarks, and herbal teas, has seen meaningful growth during this partnership. However, Meghan felt that the brand’s expansion was somewhat limited by Netflix’s cautious approach.
Speaking about the split, sources close to Meghan revealed that the Duchess remains on good terms with Netflix executives, including Ted Sarandos, Netflix’s co-CEO. The separation was amicable, with both parties expressing mutual respect and optimism for As Ever’s future.
The Journey of As Ever: From Netflix Partnership to Independent Growth
As Ever was launched with the vision of elevating everyday moments through beautiful, simple products. Initially available only in the United States, where Meghan and her husband Prince Harry reside with their two children, the brand is now preparing to expand its reach globally.
Meghan has expressed enthusiasm about taking full ownership of the brand’s direction. “Then Netflix came on, not just as my partner in the show, but as my partner in my business, which was huge,” she said last year. Now, with the partnership concluded, she is ready to lead the company independently, managing all aspects of the business in-house.
The brand’s website has experienced steady growth, with visitor numbers increasing by 36% from October 2025 to January 2026. This growth reflects the rising popularity of As Ever’s products, many of which sell out quickly upon restocking. The positive trajectory has given the team confidence in the brand’s long-term potential.
An insider shared, “It’s still early days for As Ever, but the trajectory so far gives us confidence in the long-term potential if we continue to build it in the right way. We remain focused on growing the brand carefully and sustainably, while listening closely to the community that has shown such enthusiasm for it.”
What This Means for Meghan Markle and Her Brand’s Future
The decision to part ways with Netflix allows Meghan Markle to have full creative and operational control over As Ever. This autonomy is expected to accelerate the brand’s expansion plans and enable more innovative product development.
Netflix’s spokesperson acknowledged Meghan’s passion and vision, stating, “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.”
With this newfound independence, Meghan is poised to take As Ever to new heights, reaching a global audience and continuing to deliver products that resonate with her community. The brand’s focus on sustainability, quality, and meaningful experiences aligns with Meghan’s personal values and public image.
Conclusion
Meghan Markle’s decision to end her Netflix deal and take complete control of As Ever marks an exciting new chapter for the Duchess and her lifestyle brand. With a clear vision and growing customer base, Meghan is set to expand As Ever’s reach worldwide while maintaining the authenticity and quality that define the brand.
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