Meghan Markle is shutting down swirling speculation about the future of her lifestyle brand, As Ever, after its high-profile split from Netflix.
Another Door Closes
Buzz began building when reports suggested the Duchess of Sussex was preparing to take the brand global, with Australia reportedly being one of the first international markets. A spokesperson for As Ever dismissed the claims, saying reports of an overseas rollout are premature, according to The Hollywood Reporter.
While the duchess’ brand may still have global ambitions, her team emphasized that no concrete plans have been finalized. The representative explained that expanding into new markets is a deliberate process and requires careful planning, even as the company remains open to growth opportunities in the future.
Reviews of As Ever have been mixed, with customers split over whether the products justify their premium price tags, such as $64 candles. Some buyers say the items are thoughtfully packaged and praise its jam offering for its fresh flavor. Others have criticized the texture, describing it as runny, while also questioning the cost of products like the brand’s rosé wine, which is $30 a bottle.
It’s be one in a string of failed deals for Markle. Spotify dropped the $20 million deal for Archetypes after just one season in 2023. Netflix’s With Love, Meghan failed to secure a third season in 2026 due to low viewership, while the streaming giant also ended its equity partnership with her lifestyle brand, As Ever, citing poor performance. Planned book adaptations, including Meet Me at the Lake, have stalled in development limbo. Even her 2021 children’s bestseller, The Bench, has been viewed by commentators as an early professional hurdle in her growing portfolio.
For now, As Ever appears focused on stabilizing its next chapter following the end of its partnership with Netflix, with Markle continuing to shape the brand’s direction as it moves forward independently.
The rumors gained traction after it was reported that Markle and her husband, Prince Harry, planned to travel to Sydney and Melbourne next month to discuss potentially bringing As Ever products to international consumers. The brand currently sells a curated selection of lifestyle items, including jam, rosé wine, teas, shortbread cookies and decorative flower sprinkles.
While the couple is expected to visit Australia for private business meetings and philanthropic engagements, representatives have not confirmed that the trip will involve formal discussions about expanding the As Ever brand outside the United States.
The speculation comes as Markle’s lifestyle venture enters a new phase following the end of its partnership with Netflix. The streaming giant had provided financial support for the brand during its early stages, but both sides confirmed last week that the collaboration has come to an end.
“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,” Netflix said in a statement shared with The Hollywood Reporter. “As it was always intended, Meghan will continue growing the brand and take it into its next chapter independently, and we look forward to celebrating how she continues to bring joy to households around the world.”
A spokesperson for As Ever echoed that message, saying the brand appreciated Netflix’s support during its first year and was ready to move forward on its own.
“As ever is grateful for Netflix’s partnership through launch and our first year,” the spokesperson said. “We have experienced meaningful and rapid growth and As ever is now ready to stand on its own. We have an exciting year ahead and can’t wait to share more.”
The lifestyle company has attracted attention for its upscale home goods and pantry items, which range from fruit spreads priced around $15 to luxury products like $64 scented candles, honey, wine and even branded bookmarks. The brand’s aesthetic centers on creating elegant but simple everyday experiences, a theme that has also shaped Markle’s media projects.
Netflix’s involvement with the company was tied to the broader creative partnership the streaming service formed with Markle and Prince Harry after they stepped back from their royal roles. The couple signed a multiyear production deal in 2020 reportedly worth about $100 million through their media company, Archewell Productions.
That arrangement produced several projects, including the docuseries “Harry & Meghan,” the sports series “Polo,” and Markle’s lifestyle show “With Love, Meghan.” However, the relationship shifted last year when Netflix downgraded the couple’s overall deal to a lighter first-look agreement, giving the streamer the option to review future projects before committing to them.
While the streaming service says the creative partnership with Archewell continues in that limited form, the exit from the As Ever venture signals a significant shift in Markle’s business strategy as she moves forward independently.
For now, the duchess appears focused on stabilizing the brand’s next chapter before making any major international moves.
Meghan Markle and Prince Harry are worth a combined $60 million in 2025, according to Celebrity Net Worth.
