Meghan Markle's lifestyle brand goes solo as Netflix ends partnership

In a surprising shift for the celebrity-driven business world, Netflix has ended its partnership with Meghan Markle's lifestyle brand. The collaboration with her jam-selling venture As Ever launched last year and was pitched as a modern lifestyle crossover that tied her public profile to a streaming platform.

The brand is said to be ready to stand on its own, with Meghan’s team signaling that the line will continue to grow without the platform’s support. The move comes as the Duchess’s lifestyle brand and a related Netflix show debuted in April 2025, marking a bold moment for her broader creative slate.

Even as the partnership ends, Netflix announced a new multi-year deal with Meghan for film and TV projects, ensuring her creative footprint remains on the service. The specifics of upcoming projects are being kept under wraps, but the agreement signals a continued relationship between the two, merely shifting the vehicle of collaboration from the brand to direct project development.

Industry watchers say the shift reflects Netflix’s evolving strategy around celebrity collaborations, while fans will be watching closely to see how the brand evolves solo and what new content might emerge under the Duchess’s broader creative umbrella.

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