The transition from a Netflix-backed venture to an independent entity marks a significant shift for the Duchess of Sussex. In the quiet corridors of Montecito, the pivot suggests a move toward complete creative autonomy. The streamer has officially stepped back from the As ever lifestyle brand. This allows the Duchess to navigate the luxury market without corporate oversight.
The separation follows a period of recalibration for the Sussexes within the streaming giant. Seven months ago, the overall production deal was downgraded to a first-look arrangement. This new independence for the brand, which features $64 scented candles and $15 fruit spreads, suggests that the commerce side of the portfolio is ready to stand on its own. Netflix noted that it was always intended for Meghan to grow the brand independently.
The aesthetic of the collection mirrors the Duchess's personal style. It focuses on elevating the mundane through high-quality materials and simple presentation. The inventory includes artisanal honey, wine, and shortbread cookies. These items were often teased through her series, With Love, Meghan. Each product feels curated for a specific, affluent demographic that values domesticity as a form of art.
Market observers note that Netflix is tightening its belt on celebrity-led lifestyle subsidies. The streamer is prioritizing content with higher immediate engagement over long-term retail incubation.
The verdict is clear. This is a calculated separation that tests the Duchess’s individual selling power. It moves the brand from a media experiment to a genuine retail contender.
The data surrounding the partnership highlights the difficulties of translating royal fame into consistent viewership. Reports indicate that the first season of the Duchess’s cooking and entertaining show did not reach the top 300 most-watched programs on the platform during the first half of 2025. This lack of traction likely influenced the decision to decouple the lifestyle brand from the streaming contract.
Independence offers a different kind of prestige.
For Meghan, this is a return to her roots as a digital curator. Before her marriage, she managed The Tig, a blog that explored similar themes of travel, food, and fashion. The As ever brand is essentially the elevated, high-stakes evolution of that original vision. By removing the Netflix branding, she can seek partnerships with traditional luxury retailers or maintain an exclusive direct-to-consumer model.
The $64 candle price point places the brand in direct competition with heritage houses like Diptyque and Byredo. To succeed, the Duchess must rely on the narrative of the Montecito lifestyle rather than the Netflix algorithm. The inclusion of rose wine and flower sprinkles suggests a very specific vision of a California garden party. It is a niche that requires high-touch marketing and flawless execution.
The brand spokesperson remains optimistic. They cited meaningful and rapid growth during the first year of operation.
Archewell Productions continues to hold a first-look deal with Netflix. This means the Duke and Duchess will still propose film and television projects to the platform before shopping them elsewhere. However, the lifestyle brand is now a separate pillar of their financial architecture. This separation provides a safety net against the volatility of the entertainment industry.
Retail is often more stable than ratings.
The upcoming year will be a litmus test for the brand’s sustainability. Without the promotional engine of a major streaming service, the Duchess must cultivate a loyal customer base through her own channels. The transition is a bold statement about her confidence in the As ever identity. It is no longer a television tie-in. It is a business.
Frequently Asked Questions
Why did Netflix exit the partnership with the As ever brand?
The exit was described as a planned transition into independence for the brand. It follows a general downsizing of the production deal between Netflix and the Duke and Duchess of Sussex. Netflix stated that the goal was always for Meghan to eventually lead the brand on her own.
What products are sold by Meghan Markle’s As ever brand?
The brand focuses on home goods and pantry staples. Key items include $64 scented candles, $15 fruit spreads, artisanal honey, and rosé wine. It also offers more niche items like flower sprinkles, shortbread cookies, and bookmarks.
Is the With Love, Meghan show still on Netflix?
The series ran for two seasons and included a Christmas special. While it remains on the platform, its performance was not high enough to rank in the top 300 shows for early 2025. There has been no official announcement regarding a third season.
How much was the original deal between the Sussexes and Netflix worth?
The initial contract signed in 2020 was estimated to be worth approximately $100 million. This deal covered a wide range of content, including documentaries, feature films, and scripted shows. It has since been downgraded to a first-look arrangement.
Where is the As ever brand based?
The brand is operated out of Montecito, California, where the Duchess of Sussex currently resides. The aesthetic of the products is heavily influenced by the coastal, minimalist lifestyle associated with that region.
Will Prince Harry be involved in the As ever brand?
The brand is primarily a solo venture for Meghan Markle, reflecting her long-standing interest in lifestyle curation. Prince Harry remains focused on other projects within Archewell Productions, such as the Polo series.
What is the price range for As ever products?
The brand positions itself in the luxury tier of the market. Candles are priced at $64, while pantry items like fruit preserves start at approximately $15. The honey is marketed as one of the most expensive varieties currently available.
