Meghan Markle’s As Ever Taps $600 Billion Lifestyle Sector with Netflix Partnership

Meghan, Duchess of Sussex, has officially debuted her lifestyle brand, As Ever, marking her latest venture since stepping back from royal duties. The inaugural collection, launched on April 2, 2025, in collaboration with Netflix’s Consumer Products Group (CPG), offers eight signature products centered on cooking, entertaining, and hospitality. They are now available for purchase exclusively on AsEver.com.

The Collection: Elevating Everyday Rituals

The debut collection reflects Meghan’s vision of “elevated, everyday living,” drawing inspiration from her passion for hosting and culinary creativity. While specific product details remain under wraps, the line emphasizes accessible luxury, with items designed to enhance home gatherings and personal rituals. The partnership with Netflix’s CPG division underscores a strategic push to merge content and commerce, leveraging Meghan’s influence following her Netflix docuseries and upcoming projects.

Strategic Collaboration with Netflix

This launch solidifies Meghan’s multi-faceted partnership with Netflix, which began with her 2023 docuseries Living Invictus and expanded into scripted content under the couple’s Archewell Productions. Netflix’s involvement in As Ever highlights its ambition to diversify into consumer goods, capitalizing on the Duchess’s global appeal. A Netflix spokesperson noted the alignment with their goal to “create meaningful, lifestyle-driven extensions of our storytelling.”

From The Tig to As Ever

The brand’s inception traces back to Meghan’s now-defunct lifestyle blog, The Tig, which celebrated food, travel, and design. As Ever revives this ethos, offering curated products that resonate with her advocacy for intentional living. The launch taps into the booming $600 billion global lifestyle market, where celebrity-founded brands like Gwyneth Paltrow’s Goop and Reese Witherspoon’s Draper James have redefined consumer expectations.

Market Impact and Consumer Response

While sales figures remain undisclosed, industry analysts highlight the brand’s potential to attract Meghan’s dedicated fanbase and Netflix’s 250 million subscribers (Netflix Q4 2024 Earnings Report). The limited-edition model, coupled with seasonal drops, aligns with Gen Z and millennial preferences for exclusivity and experiential purchasing.

Looking Ahead

As Ever plans to expand into hospitality and home goods, with future collections expected to reflect Meghan’s philanthropic focus, including partnerships supporting women’s empowerment and sustainability.

The Duchess hinted at broader ambitions in a statement: “This is just the beginning of a journey to inspire mindful living.”