Meghan Markle’s Lifestyle Brand 'As Ever' Transitions to Independent Operation Following Netflix Exit

The Duchess of Sussex’s lifestyle brand, As Ever, is decoupling from Netflix after one year. Both parties state the move toward independence was "always intended."

By: AXL Media

Published: Mar 10, 2026, 12:36 PM EDT

Source: GMA

A Strategic Decoupling After One Year

The brand released a statement expressing gratitude for Netflix’s support during its foundational year, citing "meaningful and rapid growth" as the primary driver for the transition. According to the statement provided to ABC News, the organization feels prepared to "stand on its own" as it enters its second year of operation. Both entities characterized the split as a pre-planned evolution rather than a sudden termination, with Netflix noting that the decoupling was "always intended" as part of the brand's long-term roadmap.

The Vision and Identity of 'As Ever'

Marketed as a "love language" by the Duchess, As Ever focuses on high-end lifestyle products inspired by cooking, entertaining, and domestic hospitality. The brand’s digital presence emphasizes a curated collection of goods designed to "elevate everyday moments." Meghan has personally positioned the brand as an extension of her own values, writing in a letter to consumers that the collection is intended to bring the same joy to the public that she experiences with those she holds close.

Building on the Success of 'With Love, Meghan'

The commercial launch of As Ever was closely tied to the debut of the Netflix lifestyle series With Love, Meghan. The program sought to redefine lifestyle programming by blending traditional "how-to" segments with candid, high-profile conversations. By launching the brand in tandem with the series, the partnership effectively utilized Netflix’s global reach to establish a customer base before transitioning to a direct-to-consumer model. Netflix officials stated they were proud to have played a role in bringing Meghan’s vision of "elevating everyday moments" to a global audience.