Netflix also indicated that the separation had always been part of the long-term strategy. “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 added.
Brand launch and early success
Markle introduced As Ever in 2024 as a lifestyle label closely connected to her creative projects.
Its first collection featured items such as fruit spreads, honey, flower sprinkles, candles, wine and bookmarks. Many of these products appeared on her Netflix lifestyle series With Love, Meghan.
The initial product launch reportedly sold out quickly, with sources saying demand for the brand was strong. Industry estimates cited by analysts suggested that a large share of the company’s million-unit jam production was sold within a few months, bringing in notable revenue.
A source close to the brand said the next step will focus on expansion and strengthening the company’s position.