Princess Madeleine of Sweden is launching her very own skincare line. The Swedish royal announced her new business venture on Monday, March 24. In a post on her personal Instagram, Madeleine wrote, "I’m excited to share that I’m launching 'MinLen' a natural skincare line, developed in collaboration with Weleda, a global leader in certified natural skincare. MinLen is the first natural, responsible, multi-generational skincare brand in Europe — created with the needs of both young and growing families in mind."
The product range is set to officially launch at the end of the summer. Madeleine noted that because it is a "private initiative," she will be using her name Madeleine Bernadotte in her work with MinLen.
According to Weleda (translated to English), the collaboration was created with "heart and vision." The company shared that the mission of minLen is "products that protect the skin of the whole family."
On Monday, the Swedish Royal House issued a press release about Madeleine's new business, revealing (translated to English) that "the decision to start the company has been made in dialogue with the Royal Court," and that the "Office of the Marshal of the Realm has assessed that this private business activity can be combined with Princess Madeleine's position as Royal Highness."
"Princess Madeleine has not received any of the Riksdag's appropriations for the head of state for a long time and she participates in and carries out official assignments as needed and based on the King's wishes. Instead, the Princess has for many years been involved in the World Childhood Foundation and various patronages. The work with these organizations is not affected by the Princess's corporate involvement. The Princess's main line continues to focus on the best interests of children," the Royal House added. "Since the new business is private and is not connected to the Princess's position in the Royal House, the Princess will use the name Madeleine Bernadotte in business contexts."
Madeleine, who is currently ninth in line to the Swedish throne, is the youngest of King Carl XVI Gustaf and Queen Silvia's children. The Princess, along with her husband Christopher O'Neill and their three kids, Princess Leonore, 11, Prince Nicolas, 9, and Princess Adrienne, 7, relocated to Stockholm, Sweden last year after living in Florida since 2018.
While Madeleine is a member of the Swedish Royal House, her children were removed from the Royal House back in 2019. At the time, the mom of three penned on Instagram (translated to English): "This change has been planned for a long time. Chris and I think it is good that our children will now have a greater opportunity to shape their own lives as private individuals in the future."