brand wouldn't exist without one investor steering its growth, an insider has claimed. They revealed her lifestyle , which sells farmhouse products, is not only funded by Netflix, but the streaming company is the reason the brand exists.

Ted Sarandos previously described as a "passive partner in Meghan's company", but one insider revealed everything is "completely manufactured and handled by Netflix", and likened it to a licensing agreement. The Duchess reportedly outsourced to Netflix, they claimed.

They told media outlet Puck: "She's not building a lifestyle empire. There's no one that works for the brand. She's outsourced the entire brand to Netflix. They send samples and she picks what she likes."

However, it also reported Meghan has been actively building an internal team to support As Ever's growth, and noted she recently hired Melissa Kalimov as chief operating officer, according to a person familiar with the partnership.

has produced similar product lines and collaborations to coincide with series such as Bridgerton, Stranger Things, and Squid Game.

As Ever, which sells a range of country-style products from jams to honey and edible flowers, launched on April 2 this year, tying in with the launch of her show, With Love, Meghan.

On Tuesday, June 3, the Duchess of Sussex confused fans after announcing on her podcast, Confessions of a Female Founder, that As Ever was on pause, before posting a new product teaser hours later.

Meghan posted an Instagram story that she would be restocking later that month and posted a flat-lay picture of mixed berries on the feed, which seemed to tease new jams.

The caption read: "Your favorites are returning, plus a few NEW things we can't wait to show you. Coming this month...get excited!"

As Ever has been contacted for comment.