What's Happening?
Netflix has decided to end its partnership with Meghan Markle's lifestyle brand, As Ever, despite having a multi-year film and TV deal with the Duke and Duchess of Sussex. As Ever, which was launched in April 2025, offered products like wine, tea, and jams,
alongside a Netflix cooking series titled 'With Love, Meghan'. The brand will now continue independently, with spokespeople expressing gratitude for Netflix's initial support. The decision comes after the brand experienced significant growth and sell-outs in its first year, and as Netflix continues its broader content partnership with Meghan and Prince Harry.
Why It's Important?
The separation of As Ever from Netflix highlights the evolving nature of celebrity brand partnerships and the strategic decisions companies make in aligning with public figures. For Netflix, this move allows them to focus on content creation with Meghan and Prince Harry, potentially leading to new projects that align with their brand vision. For Meghan Markle, the independence of As Ever could provide greater creative control and the opportunity to expand the brand's reach. This development reflects broader trends in the entertainment and lifestyle sectors, where brand identity and strategic partnerships play crucial roles in market positioning.
