Managing Director Ted Sarandos and Chief Content Officer Bela Bajaria have both hit the unfollow button on Meghan Markle and her lifestyle brand As Ever.
This reportedly happened about four weeks ago, which raised eyebrows given that Sarandos was once one of Meghan’s most visible supporters on the platform.
When she returned to Instagram in early 2025, he was among the first big names to follow her, even adding her business, then known as American Riviera Orchard, to her carefully curated follow list of around 450 accounts.
Now, Meghan’s personal and brand accounts have quietly disappeared from executive feeds, first noticed by the Mail.
Sarandos’ wife, Nicole Avant, still follows her personally, but not the brand, with insiders insisting the friendship remains intact.
“Nicole and the Duchess are still friends,” a source said.
The digital distancing comes shortly after Netflix ended its association with As Ever on March 6, following reports that the lifestyle company was struggling to create the buzz many expected.
Originally launched in April 2025, the brand has leaned into a home-inspired aesthetic, offering everything from fruit preserves and cookie mixes to candles, teas, all tied to Meghan’s series. With love, Meghan.
A report of Variety suggested tensions had arisen, saying Sarandos had become frustrated and would only engage through legal channels.
A Netflix spokesperson dismissed the reports as “absolutely inaccurate,” while Meghan’s lawyer, Michael J. Kump, went further, calling them “patently false.”
