In August 2025, Meghan Markle and Prince Harry’s Netflix deal reached a critical turning point: a multi-year extension that solidified their place in the streaming giant’s future plans.
The announcement came after the success of their “Harry & Meghan” documentary and the well-received “With Love, Meghan” series. But with the spotlight shifting away from their royal status, the couple now faces the challenge of maintaining relevance in an increasingly competitive content landscape.
Will their brand, tied so closely to the royal family, withstand the evolving demands of a U.S. audience hungry for new, authentic lifestyle content? The stakes have never been higher.
Netflix Extension Reflects Success
The August 2025 deal extension marks a strong endorsement of the couple’s media content, especially their “With Love, Meghan” series, which reached 5.3 million views in its first four months (premiered March 2025).
The content has been well-received in some markets, but the upcoming ventures must now prove they can maintain the momentum. As Archewell’s content slate expands, the question arises: Can media deals stand the test of royal transitions and evolving audience preferences?
Meghan’s Exit Fuels New Ventures
In 2020, Meghan Markle departed from royal duties and launched Archewell, which quickly attracted partnerships like Netflix for documentaries, films, and lifestyle projects.
Her rebranding of the “American Riviera Orchard” to “As Ever” in 2025 signaled a broader focus, with product launches such as jams, wines, and candles.
However, translating visibility into sustainable commerce is proving challenging. Is Meghan’s vision for a personal empire robust enough to withstand market pressures?
Brand Expansion Gathers Pace
The rebranding of As Ever in February 2025 marked the beginning of a broader lifestyle shift, moving beyond food kits to include homeware, wines, and candles.
Some product launches, like limited-edition jams, sold out within minutes, but the brand still faces a challenge: creating a consistent market presence while expanding across categories.
As Spring 2026 approaches, the expansion will test whether the brand can stabilize its foundation amid rising competition.
Expert Offers Insight on Challenges
PR expert Renae Smith of The Atticism warns that As Ever lacks a clear and compelling “lifestyle point of view.” While acknowledging that Meghan’s personal brand has potential, Smith highlights the importance of consistency in messaging.
For As Ever to thrive, strategic clarity is essential in 2026. Will Meghan find a way to connect her personal brand to her lifestyle products more effectively, or will the lack of focus hinder success?
U.S. Market Response Mixed
Although products under As Ever have sold out rapidly, U.S. consumers show varied engagement when it comes to the brand’s content performance. Experts note that while there’s a loyal fan base, sustained success depends on executing consistent product quality and messaging.
As Netflix’s ongoing partnership indicates confidence, the brand must now prove it can sustain this enthusiasm amid shifting public perceptions. The real question is whether American audiences will remain loyal long-term.
Internal Adjustments Reflect Market Feedback
Reports suggest the brand’s shift from food kits to broader lifestyle offerings was partly in response to market feedback.
Early results from Netflix’s original lifestyle content impressed executives, and there’s now a focus on growing the content pipeline.
Flexibility and responsiveness to audience needs are key to maintaining success. Can these adjustments pave the way for a stable and long-term market position for the brand?
Competitors Set High Standards
Lifestyle brands like Goop, which has thrived by maintaining a consistent aesthetic, set a high bar for emerging brands. As Ever must find its niche to differentiate itself and avoid blending into the competitive market.
The Netflix deal’s emphasis on entertainment content suggests that lifestyle products may not be the brand’s focal point. How quickly As Ever can align its offerings with the demand for distinct brand positioning will be crucial in the coming months.
Brand Performance Inconsistent
Celebrity-led lifestyle brands face mixed results, with some struggling to maintain momentum after initial buzz fades. As Ever’s evolution—from food products to homeware—reflects this ongoing challenge. U.S. interest in royal content is still strong but varies based on product category and timing.
Netflix’s support signals that the brand has potential, but consistency in execution will be critical in determining whether As Ever can buck the trend and create lasting brand loyalty.
Cookbook Launch Nears
The As Ever cookbook, expected for release in Spring 2026, aims to bridge the gap between Meghan’s lifestyle content and consumer products. Featuring recipes from the Netflix series “With Love, Meghan,” the book has garnered mixed reactions.
While some fans anticipate its release, others question its authenticity. The cookbook could serve as a pivotal moment for the brand, but will its execution live up to expectations and boost the overall brand image?
Stakeholders Closely Monitor Success
Partners of As Ever, including Netflix, are closely watching the brand’s evolution as they assess its market viability. Strong early performance from the content has resulted in a focus on expanding the brand’s lifestyle category.
However, product consistency remains a key concern. Can the brand maintain its upward trajectory, or will it struggle under the pressure to deliver on consumer expectations? How long will Netflix’s commitment to the brand last without sustained growth?
Meghan Takes Charge of Brand Direction
Meghan Markle’s active role in overseeing the transformation of As Ever, from a food-focused line to a full-fledged lifestyle brand, signals a new strategic focus. The shift in branding and product lines aims to align with the couple’s broader vision for Archewell.
However, the transition from a niche food brand to a multi-category lifestyle company could confuse consumers. Will Meghan’s personal touch be enough to overcome these hurdles and lead As Ever to sustained success?
Spring 2026 Product Launches Key to Success
Spring 2026 is expected to see As Ever’s further expansion with a cookbook and additional product categories, positioning the brand firmly in the lifestyle sector. New Netflix projects like “Meet Me at the Lake” are in development.
How successful these product launches are will determine the brand’s ability to maintain relevance in an ever-changing market. The question remains: Can the content-to-commerce strategy deliver on its promises?
Holiday Collection Already Launched
In October 2025, As Ever released its first holiday collection featuring wedding-inspired candles, including Signature Candle No. 519, along with honey and specialty products.
The collection nodded to the couple’s May 19, 2018 royal wedding, demonstrating the brand’s ability to create limited-edition offerings that resonate with fans.
Expert Guidance on Brand Success
PR expert Renae Smith stresses that clear, consistent brand positioning is the key to longevity for lifestyle brands. With so much uncertainty surrounding As Ever’s trajectory, maintaining focus and delivering authentic content will be critical for success.
As the 2026 expansion unfolds, Smith suggests that success hinges not only on execution but on aligning consumer expectations with the brand’s evolving identity. Is this achievable, or will inconsistent messaging hinder As Ever’s rise?
The Year of Execution Arrives
2026 will be the defining year for As Ever. The upcoming cookbook and continued product expansion will test the brand’s consistency and ability to maintain consumer loyalty. Netflix’s continued backing adds pressure for execution, as it ties entertainment content to product sales.
The year will either solidify As Ever’s role as a lasting lifestyle brand or reveal fundamental issues with positioning and strategy. Will Meghan Markle’s vision for the brand finally come into focus?
Sources:
“Prince Harry and Meghan Markle Extend Their Netflix Deal.” Variety, 11 Aug 2025.
“‘I’m a PR expert and Meghan Markle just needs one thing for success’ – and it’s not more fame.” Express, 10 Jan 2026.
“Meghan Markle Debuts Royal Wedding-Inspired Candle in Her Brand’s First Holiday Collection.” People, 28 Oct 2025.
“Meghan Markle to Share Her Personal Recipes and Home Secrets in Brand New 2026 Book.” Parade, 5 Jan 2026.