In the world of celebrity or political branding, the most effective way to bury a bruising headline is to ignite a brand-new firestorm of excitement or controversy. This week, Meghan Markle faced a significant professional setback as it was confirmed that she and Netflix have officially parted ways regarding her lifestyle brand, As Ever.
The partnership, which began with huge fanfare and high hopes about one year ago, saw the Duchess and the streaming giant collaborate on a suite of premium products, including signature wines, strawberry and raspberry jams, herbal tea blends, artisanal honey, decorative flower sprinkles, and limited-edition “As Ever” stationery.
While the narrative fed to the public is that the split was a deliberate and strategic “graduation” — with the Duchess going solo to expand her burgeoning business empire — industry insiders suggest a far more humbling reality: a partnership that simply failed to deliver the global engagement the streaming giant demanded.
The Netflix Fallout: “As Always Intended”?
Netflix released a carefully worded statement that seemed designed to protect both parties from further humiliation. The company stated: “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.”
Despite the “as always intended” phrasing, the metrics tell a different story. Reports indicate that the second season of her series, With Love, Meghan, failed to crack the Netflix Top 10, leading the company to decline a third season. While her team at Archewell maintains they are ready to “stand on their own,” critics have been quick to point out the pattern. As one industry source noted, “Netflix is a shop, and if the products aren’t moving off the virtual shelves, they close the doors.”
An insider told the Daily Mail: “Netflix were not happy. 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.”
Speaking of other programs released on the streaming service, they added: “It just didn’t fit with Squid Game or Stranger Things or Bridgerton like they had hoped”.
The “Mini-Royal Tour” Distraction
Rather than dwelling on the loss of their primary streaming benefactor, Prince Harry and Meghan have executed a classic “look over here” maneuver. Within 48 hours of the Netflix news, the couple announced a high-profile “private” tour of Australia scheduled for mid-April 2026.
The visit to Sydney and Melbourne marks their first return to the country since their blockbuster 2018 tour. Though they are no longer working royals, the itinerary — filled with philanthropic meetings and veteran-focused events — is designed to look and feel exactly like a state visit.
“Prince Harry and Meghan, Duke and Duchess of Sussex, will visit Australia in mid-April to take part in a number of private, business and philanthropic engagements,” a spokesperson for the couple confirmed.
A Calculated Comeback
The timing of the Australia announcement is no accident. By shifting the conversation from a “failed” business deal in Hollywood to a triumphant return to the world stage, the Sussexes are attempting to re-establish their value as global influencers.
Meghan is reportedly eyeing the Australian market as a testing ground for her As Ever products, bypassing the United Kingdom entirely.
Meanwhile, Harry is expected to lean into his military roots, meeting with the Australian Defence Force and Invictus Games organizers. It is a bold, dramatic pivot — one that proves even when they are “under siege” by bad press, the Sussexes know exactly how to change the channel.
