Princess Madeleine of Sweden has been working on minLen for over a year. The royal's skincare brand released a carousel of photos of the Princess on April 2, showcasing her involvement.
"From concept to product creation – Madeleine Bernadotte and the entire Weleda Team have been working closely on the minLen range since January 2024," the post was captioned. "Madeleine’s passion and personal touch are shaping every step of the journey alongside the Teams at Weleda. We can‘t wait to launch the products in September 2025!!😍 What would you love to see in the minLen line?💬✨ #WeledaxMadeleine #minLen #ProductDevelopment #ComingSoon."
The Swedish Princess revealed on March 24 that she is launching a natural skincare line that was developed in collaboration with Weleda. Madeleine has described MinLen as "the first natural, responsible, multi-generational skincare brand in Europe — created with the needs of both young and growing families in mind."
The Princess, 42, noted in her announcement that because minLen is a private initiative, she will be using her name Madeleine Bernadotte in her work with the skincare line.
The day Madeleine announced her new business venture, the Swedish Royal House issued a press release that read (translated to English): "The decision to start the company has been made in dialogue with the Royal Court. 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 is the youngest of King Carl XVI Gustaf and Queen Silvia's children. She is currently ninth in line to the Swedish throne. The Princess, along with her husband Christopher O'Neill and their children, Princess Leonore, 11, Prince Nicolas, 9, and Princess Adrienne, 7, moved to Stockholm, Sweden last year after living in Florida since 2018.