Netflix is no longer an investor in Meghan Markle’s lifestyle brand, As Ever. While Netflix continues to work with Meghan on content projects, the company has decided not to remain financially involved in the brand itself.
The decision was confirmed through industry reports, which explained that Netflix’s role as an investor has ended. However, this does not affect Meghan’s existing production deal with the streaming platform.
What As Ever is about
As Ever is a lifestyle brand created by Meghan Markle. It focuses on areas such as food, home, wellness, and personal inspiration. The brand was officially announced in early 2024 and is connected to Meghan’s interest in storytelling beyond television, especially in everyday living and creativity.
The name As Ever reflects continuity and personal expression. Meghan has described the project as something she has been building quietly for some time.
Netflix relationship continues in other areas
Although Netflix is no longer an investor in As Ever, the company still has a working relationship with Meghan and Prince Harry. The couple signed a major content deal with Netflix in 2020.
Under that agreement, they have produced documentaries and series through their production company, Archewell Productions. These projects are separate from Meghan’s lifestyle brand and remain unaffected by Netflix’s decision.
Sources close to the situation have said that Netflix stepping back as an investor does not signal a breakdown in the partnership. Instead, it reflects a business decision focused on content rather than consumer brands.
Why Netflix stepped away
Netflix has recently reviewed its business strategy and reduced investments outside its core focus. The company has been more cautious about funding non-entertainment ventures, especially lifestyle and retail brands.
Industry experts say this move fits into a broader trend, as streaming platforms concentrate on profitability and core programming after years of heavy spending.
What happens next for the brand
As Ever will continue as an independent business. Meghan Markle remains closely involved in shaping the brand’s direction and future plans. There has been no indication that the brand will shut down or slow its development.
For now, Netflix and Meghan Markle continue to work together creatively, while As Ever moves forward without the streaming giant as an investor.
