Meghan Markle is entering a new chapter in her business journey as she prepares to run her lifestyle brand, As Ever, independently following Netflix’s decision to step away from the venture.
The Duchess of Sussex originally launched the brand alongside her lifestyle series With Love, Meghan, with support from Netflix. However, the streaming giant has now confirmed that its involvement was always intended to be temporary.
Questions emerge over solo success
With Netflix no longer backing the project, attention has shifted to whether Meghan can sustain and grow the brand on her own. Industry insiders have reportedly begun raising concerns about its long-term viability.
One source described an ongoing “mystery” surrounding the brand’s commercial performance, noting that while its launch generated significant buzz, there is still limited clarity about how that attention has translated into consistent success.
Despite early visibility, As Ever has yet to firmly establish itself in a competitive lifestyle market—leading to speculation about its ability to scale into a lasting business.
Netflix clarifies its role
In an official statement, Netflix emphasized that its partnership with Meghan was never meant to be permanent.
The company praised her vision, stating that her passion for elevating everyday moments played a key role in shaping the brand. Netflix also expressed support for her next steps, noting that Meghan will continue to expand As Ever independently.
Brand responds to speculation
A spokesperson for As Ever acknowledged the collaboration, expressing gratitude for Netflix’s role in the brand’s launch and early growth phase.
They added that the company has experienced “meaningful and rapid growth” and is now ready to operate on its own.
A defining moment ahead
As Meghan Markle moves forward without a major corporate partner, this phase could prove pivotal. The success—or struggle—of As Ever may ultimately determine how her brand is perceived in the business world.
For now, the spotlight remains firmly on whether the Duchess of Sussex can transform early curiosity into lasting commercial momentum.
