“As ever is now ready to stand on its own,” a spokesperson for the Duchess of Sussex’s brand said

Meghan Markle in April 2025.Credit : Craig Barritt/Getty

Meghan Markle is moving forward with As ever without Netflix.

The Duchess of Sussex’s lifestyle brand was developed in partnership with Netflix, but the streaming giant will no longer be a partner in the endeavor, The Sun was first to report on Friday, March 6. However, As ever will continue “independently,” according to spokespeople for the lifestyle brand as well as Netflix.

A spokesperson for As ever said, “As ever is grateful for Netflix’s partnership through launch and our first year. We have experienced meaningful and rapid growth, and As ever is now ready to stand on its own. We have an exciting year ahead and can’t wait to share more.”

A source close to the brand adds, “It’s a really exciting time for As ever, and Meghan is building with her team and enjoying the creative fulfillment that comes with creating a brand that’s so close to the life she authentically lives. This year is really about establishing the brand and scaling it.”

In addition, a Netflix spokesperson tells PEOPLE, “Meghan’s passion for elevating everyday moments in beautiful yet simple ways inspired the creation of the As ever brand, and we are glad to have played a role in bringing that vision to life.”

“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,” the Netflix spokesperson adds.

As ever launched last year with its first product drop, which quickly sold out, including fruit spreads, flower sprinkles and honey in connection to her Netflix series With Love, Meghan. The brand also sold bookmarks, wines, candles and more.

Prince Harry and Meghan announced a reported $100 million deal with Netflix in 2020. Their 2022 series Harry & Meghan was one of Netflix’s most-watched documentary debuts, and the couple also produced Live to Lead (2022), Heart of Invictus (2023) and Polo (2024). However, it was announced in July 2025 that the deal would not be renewed, with a Hollywood insider telling PEOPLE at the time that the decision reflected a broader shift in Netflix’s business strategy. The streaming service had been moving away from multi-project agreements and similarly transitioned to a first-look deal with former President Barack Obama and Michelle Obama’s Higher Ground production company.

With Love, Meghan continued to air a second season and a holiday special after the announcement. However, no future plans for the series have been unveiled.

Meghan told PEOPLE in an exclusive interview last year that she was “figuring it out in real time” when it came to launching As ever. Although she has faced public scrutiny at every step, she says the experience was defined by growth.

“I appreciate everyone who gave me the grace to make mistakes and figure it out and also to be forgiving with myself through that. It’s a learning curve,” the Duchess of Sussex said.