Prior Expectations

When Meghan Markle and Prince Harry secured a $100 million deal with Netflix in 2020, expectations were high for their collaborative ventures. The partnership was anticipated to elevate Markle’s lifestyle brand, As Ever, which aimed to offer products that enhance everyday moments. However, the initial excitement has given way to a significant shift in direction.

Decisive Changes

As of March 6, 2026, Netflix has officially cut ties with As Ever. This decision comes after the conclusion of Markle’s show, ‘With Love, Meghan,’ which did not proceed to a third season. Despite the end of the partnership, As Ever has reported substantial success, having sold approximately 87 percent of its million-unit jam order, contributing to Markle earning upwards of $36 million from the jam product alone.

Direct Effects

The split from Netflix marks a pivotal moment for As Ever, which is now poised to operate independently. An As Ever spokesperson stated, “We have experienced meaningful and rapid growth and As Ever is now ready to stand on its own.” This independence could allow the brand to explore new avenues and expand its product offerings, which currently include jams, sprinkles, and wine.

Expert Perspectives

Industry sources have noted that the decision to end the partnership was pragmatic, with one stating, “It did not make sense to continue the partnership.” Meanwhile, a Netflix spokesperson acknowledged Markle’s contributions, saying, “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.” This sentiment reflects the positive impact of the collaboration, even as both parties move forward separately.

As Ever’s transition to independence signifies a new chapter for Markle, who will continue to grow the brand without the backing of a major streaming service. As it was always intended, the brand’s future direction will be shaped by Markle’s vision and entrepreneurial spirit.

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