To celebrate this momentous occasion, Daughter of the Land CEO Madeleine Bernadotte has introduced MinLen, a natural skincare range created in collaboration with the prestigious Weleda. The beauty icon was recently awarded Best New Brand for Europe’s first natural and responsible multi-generational skincare range. It’s slated to be released by the end of this summer. Bernadotte, an eminent Scandinavian planner, leads this private initiative. She runs it in her own name though, rather than under her royal title, which is Princess Madeleine, Duchess of Hälsingland and Gästrikland.
In a statement released on her official Instagram account, Madeleine Bernadotte—the newly appointed MinLen Project Manager—shared her excitement for MinLen.
"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." – Princess Madeleine
This beautiful photo by Henning Ross was part of the announcement’s backdrop. It features Bernadotte looking fierce and self-assured in a white suit and gold hoop earrings. The public response to the launch has been overwhelmingly supportive. Royal watchers rejoiced, seeing this as the beginning of an energetic new era for Bernadotte.
Bernadotte has since launched her own skincare line. She has made a point to stay deeply involved with her long-time connections to the World Childhood Foundation and other patronages.
"The work with these organizations is not affected by the Princess's corporate involvement." – The Office of the Marshal of the Realm
And finally, the Office of the Marshal of the Realm has made good on their promise of MinLen launch. They pledge that it won’t interfere with Bernadotte’s royal duties. They stress the importance that she chose to do so after the Royal Court was consulted. Moreover, despite being the official leader of the country, she has not been provided any appropriations by the Riksdag for her office.
"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." – The Office of the Marshal of the Realm
With MinLen’s development in collaboration with Weleda’s practices of quality and sustainability, their dedication to these values is evident. This collaboration brings together Weleda's expertise in certified natural skincare with Bernadotte's vision for catering to multi-generational needs.
