Netflix has ended its investment in As Ever, the lifestyle brand founded by Meghan, the Duchess of Sussex. The brand launched 11 months prior with a first collection featuring teas, jam, honey, and baking mixes. Its debut aligned with the release of Markle’s Netflix series, “With Love, Meghan,” which offered viewers an intimate look into her life and values. The partnership between Netflix and As Ever was initially seen as a strategic move to merge storytelling with consumer products.
The decision to discontinue the investor role follows no public explanation from either party. As Ever continues to operate independently, maintaining its focus on curated natural goods and sustainable living. The brand remains active online, with its product line available through its official platform. While Netflix’s departure marks a shift in financial backing, the brand's mission and presence in the market remain unchanged.