We hear there’s even better news from Princess Madeleine of Sweden…. She’s starting her new natural skincare line, MinLen, which will be rolling out by the end of the summer. Engaging the public This creative venture represents a big departure in her public role. She supports a private project and leverages her name, the former Princess of Bernadotte, to develop the brand. It was a move that surprised many royal watchers. Quite understandably, they were shocked by this, as it follows other similarly entrepreneurial royal family members’ initiatives, including Meghan Markle’s As Ever brand.
MinLen is the result of a creative collaboration with Weleda, the world’s first manufacturer of certified natural cosmetics and skincare. Princess Madeleine couldn’t be more excited to make this project available to the public. Here, she discusses her commitment to quality and sustainability, and why clean beauty starts with your skincare.
Background on Princess Madeleine and Her Family
Princess Madeleine is not only known for her royal connections but as a mother of three children: Princess Leonore, Prince Nicolas, and Princess Adrienne. In 2019, King Carl Gustaf XVI signed a royal decree that changed their royal status forever. This in turn permitted them to pursue private passions outside of the conventional scope of royal family pursuits.
Addressing these developments, Princess Madeleine remarked, “So me and my brother [Carl Philip], it kind of gave us the opportunity to do other things.” That freedom has opened doors for her to pursue other opportunities — like her new business venture, for example.
Response to Criticism
As with any big change, the introduction of MinLen has been met with varied response. Many royal watchers have raised concerns about what it would mean for a member of the royal family to step into the commercial space. In response to these criticisms, Princess Madeleine stated, “I can understand their concerns and the criticisms that they have.” In her first move as administrator, she promised to be transparent in her decision-making process.
She further explained her family’s recent changes by saying, “A couple of years ago there was a big decision, that they’re slimming down and focusing more on my sister, the Crown Princess [Victoria].” This clarification appears to underline her intention to navigate her new role outside the royal spotlight while still maintaining ties to her heritage.
Looking Ahead
MinLen’s launch is emblematic of a larger trend with royals getting entrepreneurial and following their passions. With a self-proclaimed goal of becoming a leader in the skincare domain, Princess Madeleine has plans to make her mark. She is particularly inspired by Meghan Markle’s As Ever brand, which includes products such as jams and tablecloths.
In her Instagram announcement, she confirmed, “Our product range will officially launch at the end of the summer and as this is a private initiative, I will use my name Madeleine Bernadotte in my work with MinLen.”
This bold play underscores her ambition to create a personal brand. She wants to produce fragrances that can connect with discerning consumers who want 100% natural and sustainably sourced products.
