Meghan Markle, Netflix Split: Insider Claims 'No One Cared' About Her As Ever Brand

Meghan Markle's lifestyle brand As Ever officially parted ways with Netflix on March 6, 2026, but the split appears far messier than either side's polished public statements suggest. A Los Angeles-based insider told the Daily Mail that Netflix was left deeply underwhelmed by As Ever's performance, claiming that 'no one really cared' about the brand during its time on the platform.

Markle, now 44, launched As Ever in 2025 alongside her Netflix lifestyle series With Love, Meghan, with the streaming platform serving as both investor and distribution partner. The brand was built around products including jams, honey, wine, teas and candles, and was initially planned to feature in Netflix's physical retail spaces, the so-called Netflix House venues.

Why Netflix Was Never Sold on As Ever

The insider account provided to the Daily Mail did not mince words. 'Netflix were not happy,' the source said. 'They were not happy with the fact that no one really cared about the brand — so when they were looking to create As Ever areas in Netflix House there was no appetite for it.' The source went further, saying As Ever 'just didn't fit with Squid Game or Stranger Things or Bridgerton like they had hoped,' a fairly withering verdict on a brand that Markle had staked considerable personal credibility upon.

That creative mismatch, in hindsight, was always lurking. Netflix built its commercial empire on prestige drama, genre-bending thrillers and global franchises. A lifestyle label selling floral sprinkles and artisan preserves was never naturally at home in that ecosystem, however earnestly both parties may have wanted it to work.

There are, predictably, competing accounts of how the split came about. Sources close to Markle have pushed back against any suggestion of failure, insisting the brand 'always intended' to be sold through its own website rather than through Netflix's physical retail footprint. Netflix, for its part, issued a statement praising Markle's 'passion for elevating everyday moments in beautiful yet simple ways' and saying it was 'glad to have played a role in bringing that vision to life.'

The Cancellation That Preceded the Break

With Love, Meghan did little to bolster the brand's prospects. The second series, which premiered in August 2025, failed to break into Netflix's weekly Top 10 on its debut and drew at least 500,000 fewer viewers than its first run. By the final four months of the year, it had fallen to 1,217th in the platform's most-watched rankings. Netflix cancelled the series in January 2026 after two seasons, only weeks before the As Ever partnership was formally dissolved.​

The Christmas special attracted particularly harsh reviews, with critics describing Markle as 'out of touch' in what some called an 'excessively tacky' production — though those remain critical opinions rather than established fact.​

Despite tensions behind closed doors, Markle's circle insists that relations remain personally warm. A source told The Sun that she is still 'on good terms with the Netflix team and close personal friends with Ted,' referring to Ted Sarandos, and that she is 'very happy to have full control' of As Ever. The source added that Netflix had been too 'cautious' and that Markle had long sought to take the brand global, having felt constrained by the streaming company's more conservative instincts.

With Love, Meghan is not entirely finished either. A source confirmed to the Daily Mail that it 'will continue as a seasonal special on Netflix,' suggesting some threads of the commercial relationship survive even as the brand formally moves on.​

The broader picture for Markle is one of managed uncertainty. The Sussexes signed a new multi-year Netflix contract in August 2025, understood to be considerably less lucrative than the original reported $100 million deal, which had since been reduced to a 'first look' arrangement. As Ever is reportedly eyeing wider global expansion, with an As Ever cookbook still in development.