Princess Madeleine of Sweden has announced the launch of her very own natural skincare line, MinLen, developed in collaboration with the renowned Swiss brand Weleda. The royal shared the exciting news on social media, revealing that the line will cater to multiple generations, offering products designed for both young and mature skin.
In her announcement, Princess Madeleine explained that MinLen (a combination of “Madeleine” and “Len,” a nod to her middle name, Lena) will be the first European natural skincare brand created with a multi-generational approach. She emphasized her partnership with Weleda, a global leader in certified natural skincare, ensuring high-quality, eco-conscious products.
Notably, the princess clarified that this is a personal business endeavor, separate from her royal duties. As such, she will use her birth name, Madeleine Bernadotte, rather than her official title, Princess Madeleine, Duchess of Hälsingland and Gästrikland.
“Our range will officially launch at the end of summer, and since this is a private initiative, I will be using my name Madeleine Bernadotte in my work with MinLen,” she wrote.
The Swedish Royal Court confirmed its support for the venture, stating that after discussions, it was determined that the business would not conflict with her royal role.
“The decision to establish the company was made in dialogue with the Royal Court. The Court concluded that this private entrepreneurial activity is compatible with Princess Madeleine’s position as Her Royal Highness,” the palace said in a statement.
Fans of the Swedish royal family have enthusiastically welcomed the news, flooding her post with congratulatory messages.
“Congratulations! Wishing you the best of luck—this is so exciting! Can’t wait for the launch!” one supporter commented.
The Bernadotte family, Sweden’s royal house, traces its roots to Jean-Baptiste Bernadotte, a French marshal under Napoleon who later became King Charles XIV John of Sweden. Princess Madeleine’s entrepreneurial move continues the family’s legacy of leadership—now extending into sustainable beauty.
With the official launch set for late summer, skincare enthusiasts and royal watchers alike are eagerly awaiting more details about MinLen. Will this be the next big name in clean beauty? Only time will tell, but with royal backing and Weleda’s expertise, the brand is off to a promising start.
Stay tuned for updates as Princess Madeleine—or rather, Madeleine Bernadotte—prepares to make her mark in the world of natural skincare.
