Princess Madeleine of Sweden is launching a new business under the brand MinLen in collaboration with the Swiss company Weleda AG. The decision to establish the company was made in consultation with the Royal Court. In business contexts, Princess Madeleine will use the name Madeleine Bernadotte.
Princess Madeleine announced on her personal Instagram page that she is launching MinLen, a natural skincare line developed in collaboration with Weleda, a global leader in certified natural skincare. The product range is set to be officially launched at the end of summer. The Royal Palace also issued a statement regarding Princess Madeleine’s new business venture.
For many years, Princess Madeleine has not received any share of the appropriations from the Riksdag for the Head of State. Princess Madeleine participates in and carries out official engagements as needed and at the King’s request. She has been actively involved with the World Childhood Foundation and various patronages. The Princess’s primary focus remains the well-being of children.
Princess Madeleine and Weleda have been working intensively on this new product family since January 2024. The brand name minLen is derived from Swedish and combines “my” (min) with "soft" (len). Len is also Princess Madeleine's nickname.
MinLen will be available from September 2025, initially in Germany, Austria, Switzerland, and Sweden – additional markets will follow. The minLen product range includes face cream, shampoo and body wash, body lotion, lip balm, and body oil. Sunscreen products will be introduced for the 2026 season.
Gosh she has beautiful blue eyes. The cream/white suits her well
ReplyDeletei know right! strikingly gorgeous eyes
DeleteThis move is questionable in my mind because regardless of whether she uses her royal title or not, everyone knows who she is by birth and this benefits her. Given her royal status and her recent return to Sweden, I would have liked to see her undertake more social causes that don’t have a commercial reward attached to them. Finally, I can’t help but wonder how the Royal critics would have responded if this venture was undertaken by someone like Princess Sofia of Sweden or by Meghan Markle when she was a member of the British Royal Family.
ReplyDeleteLiebe Lili, da sehe ich kein Problem. Ihr Bruder Carl Philip z. B. arbeitet als Designer (bernadotte u. Kylberg) , recht erfolgreich.
DeleteSabsi
If the products she produces are of good quality why not try to make an honest living.
DeleteHer kids are growing up. Just another mom re-entering the workforce.
Kim
Your thoughts are noble but, the reality is all things come down to money. If she’s not being paid a government stipend/salary as a royal person (or as any type of person for that matter) her having a business venture on her own, of her own, is fine with me. We all have to make a living – the richest of the rich and poorest of the poor – and if you’re doing it honestly, relatively ethically, paying your fair share of taxes etc., and not committing crimes in the process, it’s fine. Her and her husband have three kids and a certain standard of living that they are accustomed to. They’re both working parents striving to maintain that. If she wasn’t related to the King but some other person of high position – and occasionally helped out with functions and attended family events – not only would no one think twice about it wouldn’t even make the news. At least they’re getting out in front of it and saying, “Hey, she doesn’t get paid by us [the government or the royal court] so she’s taking a job. She’ll be using her family name and not her royal title when working. When the King needs her to pitch in, she will without compensation.” Taking on more social causes then she already does would be great but, the bills still have to be paid and a family life to be looked after as a non-royal. There are only so many hours in the day.
DeleteAs for Princess Sofia, she did that whole spread for Vouge (I don’t if she got paid but there were most likely perks) and I think she enjoys, and is content with, being a wife and mother without outside employment (and I am not saying being a wife and mother isn’t a job because we all know it is!).
As for the Duchess of Sussex, she probably would have gotten backlash especially if she and Prince Harry were still on the royal pay list. But I also think she would have gotten backlash no matter what she did, or didn’t do, while still officially a senior royal. Certain groups of people just don’t like her. That said, what about Zara Tindall? She’s now representing a fashion brand (and has done so before) and she attends royal events and I’m sure would be more than willing to help out if the King asks. She’s not an “official” working royal and no one seems to mind or think it a conflict.
Mike Tindall and Marc Philipps are doing that and Royal-Fans are ok with it.
DeleteAgree about Sofia or Meghan - if beautiful woman are earning money ..they get back.. :-(((
MESH
Princess Madeleine’s royal status, whether she uses her title commercially or not, undoubtedly benefits her, and there’s an expectation for royals to focus on causes with social impact.
DeleteAs for how the public might react if someone like Meghan Markle took on a similar venture, it’s hard to say definitively, but given the public’s sometimes polarized view of certain royals, it’s possible that the reactions would be more critical. Public perception is often shaped by the royal figure’s image and the broader context of their actions, so comparisons could be complicated.
It’s also worth noting that Prince Carl Philip has been involved in commercial ventures too, through his design company Carl Philip & Sofia, which mixes his royal status with business. However, he’s also engaged in charitable work, showing that royals often have to balance public duties with private projects.
I can't see why it should matter. She is not supported financially by the Swedish parliament, but it must be expensive to be a member of a royal family who does take on official patronages, as limited as it may be. There is nothing wrong with a royal earning their own living. I would rather see a royal working in some capacity in order to support themselves instead of receiving a handout from the taxpayers. They have primarily been brought up to be royals, and the skills they have acquired as royals do not necessarily transfer into real world jobs, thus they take on entrepreneurial ventures. Senior royals get the perks, lesser royals do not. For example, the Prince of Wales has a sizable income from the Duchy of Cornwall, passed down to him once Charles became king.
Deletehttps://www.theguardian.com/uk-news/ng-interactive/2023/apr/05/revealed-royals-took-more-than-1bn-income-from-controversial-estates-king-charles-queen-duchies-cornwall-lancaster
Madeleine get paid from the families apanage/framework amount when she does events for the monarchy. You can't expect a person that don't work for the royal family full time to get a yearly allowance.
DeleteI don't know whose idea it was to make the photo look like she's 25.
ReplyDelete???? She's standing in front of a white background looking straight into the camera. How is that making her look like she's 25? I mean, I'm sure there's some airbrushing etc. but, to me, she still looks her age - an attractive 30ish/early 40ish year old.
DeleteLook at her face - not one wrinkle or whatever sign of a mother-of-three.
Delete"Look at her face - not one wrinkle or whatever sign of a mother-of-three."
DeleteMaybe they have live-in help and she gets good restorative sleep. Like I said, I'm sure there's some airbrushing and such going on but, I've seen other unfiltered photos of her and she still looks lovely. I think *you* are looking for something to critique just because you can. She was lucky enough to inherit all the good features of both her parents and I'm sure she has had access to the best cosmetics products and dermatologist's care her entire life. It's a nice, age appropriate, photo in my opinion.
Also, she launching a new beauty brand. Hello! How would it look if the photos of her weren't sleek and shiny?! That's not going to help her sell anything. Get real (no pun intended, lol).
DeleteCoralie, I have been told many times over the years that my son and I look like brother and sister. I take very good care of my skin and it is obvious that Madeleine has a very good skin care regimen herself. It is possible to look much younger than your years without altered photographs.
DeleteCoralie, giiirl stop hating! 😂 Maybe she's just winning at life while others are stuck judging wrinkles. It's called good genes and self-care.
DeleteAt "anon 19:03" Preach! :D
DeleteSon entreprise, c est toujours mieux que de défilés sur les podiums
ReplyDeleteFroufrou
I, for one, wish her well in this new endeavor. She uprooted her family and they moved back to Sweden. And it is indeed a beautiful family. She is not the heir, but still participates in royal functions. Monarchies should not try to run people's lives too tightly, imo. Maybe I'm just not a fan of this hierarchy. Sorry, I veered from fashion.
ReplyDeleteM new role, like a influencer! I would like to see her more in royal duty!
ReplyDeleteThat is fine but how does she put food on the table? The minor ( as in not the heir) royals either have to be paid by the State in some way OR they have to be allowed to make a living elsewhere. Her husband has moved back to Sweden from the USA… we don’t know how that has impacted on his career. LRB
DeleteEveryone has their own way of contributing, and Madeleine seems to be focusing on new ventures that align with her interests. Royal duties will always be there, but it's also great to see her exploring different roles and making an impact in her own way.
DeleteNepo baby.
ReplyDeleteYou sound envious. And rude.
DeleteThey need to earn money too.
DeleteCinci
@ 23:27
DeleteAgreed.
That's all about it.
This commenter in all her forms, identities and posters, is determined to put down any royal lady out of ever- changing and preposterous reasons, topped off with an incredibile amount of jealousy and ignorance.
This is sheer envy and has nothing to do with personal viewpoints.
This sounds like deep rooted envy making her go off the rails any time she sees a beautiful woman with some ties with a Royal Family.
Sad and hopeless.
Dear Anonymous cricitizing royal ladies on all posters and Madeleine on the current one, I'm pretty sure you have no access to natural skin care products, including Weleda ones.
I feel you have no access to cosmetic and skin care products in general, actually.
I've been using Weleda products
(amongst others brands) for quite some time now and they really work.
They aim at an average budget consumer range and are quite affordable.
If Weleda has approved of this collaboration with Pss Madeleine , there must be grounded and valid reasons.
I don't think they'would ever put their good name at risk.
As to the pic you see on this poster, it was taken from Madeleine's Instagram account.
You can see plently of her pics on the net absolutely non- filtered where she really looks smashing and that's mainly due to good genetics and self- care.
I wish that Anonymous cricitizing at all times would focus more on what Madeleine herself said about her commercial venture than about her biased "opinions".
Please, Anonymous, do not put all this vitriol in your comments trying hard to imagine situations you know nothing about.
Read, read again, educate yourself and try to adjust to the contemporary world, please.
The less you judge with such a mean attitude, the better.
https://www.hola.com/us/royals/20250324822046/princess-madeleine-sweden-announces-skincare-line-minlen-using-name-madeleine-bernadotte/
DeleteI am sure her father agreed with her choice to work for a salary. Otherwise since he is the big boss it would not take place. If she only represent the family once or twice a year, there is no problem. Weleda products are known for being natural products, but I cannot use them because they have no effect and they are not recommended for very dry and sensible skin. Maybe this new MinLen series will have products for very dry and sensible skin.
ReplyDeletePrincess Madeleine's hair is very beautiful.
I really doubt you ever used any kind of Weleda products, otherwise you would already know that their big hit is just a line of products targeted on and intended for very dry and sensible skin.
DeleteTrust me, you' ve never used these products at all.
Try again.
Bye.
@ P.
DeleteEvery individual is different. What works for you does not always work for someone else. I only use what my dermatologist advices me and since then I have less skin problems than before. I still have Weleda products in my bathroom, maybe I'll send them to you.
@ Anonymous 15:19
DeleteI think you are hugely confused.
As far as I know, a dermatologist is a consultant specialist (a doctor) who is needed when a health condition requires specific treatments and drug prescriptions.
If you are on these type of medicines , it means that there is an issue which cosmetic products can't heal for sure.
Cosmetic products and targeted medicines prescribed by a doctor are completely different things.
I still doubt you ever used cosmetic products such as the Weleda ones or the like to solve a problem which only a doctor can treat.
So, please, decide what story you want to tell.
Oh, by the way, if ever you have cosmetic products already dismissed by you, keep them at home or throw them away If expired.
I have got my own money to buy new ones.
Thank you.
@P 18:52
DeleteA dermatologist can be consulted for cosmetic reasons as well as medical reasons. Dermatologists know the skin as well as the anatomy of the nerves and muscles that lie beneath the skin. This expertise helps them choose the best cosmetic approach for each individual, avoid issues with cosmetic treatments, and correct an issue quickly if it happens. Another benefit of seeing a dermatologist for a cosmetic concern is to make sure you actually have a cosmetic concern and not a medical one. For example, what looks like an age spot could be a skin cancer.
Please inform yourself first because guessing will take you nowhere ;-)
@ 22:04
DeleteThank you Anon. 22:04. At least someone who knows how dematologists are treating their patients today. I can ask everything about my skin to mine, she is always friendly and takes time to answer my questions and gives me good advice.
Signed anonymous 15:19
@22:04
DeleteSo, after giving another of your narratives, I do not see why you thought it good to treat your medical condition with cosmetic products as a first step.
It is clear you do not know what you say and add useless and well known information, unwanted too.
A dermatologist will tell you what Is the best treatment for you, which no cosmetic products can solve.
Of course, a dermatologist will advice you that cosmetic treatments (I mean products usually found in the toiletries departments) have nothing to do with medicines your dermatologist is allowed to prescribe.
I wonder why you used Weleda products (though I do not believe you) given your issue sounded much worthier being treated by a doctor immediately.
You sound more and more confused but I'm not surprised.
I read that you didn't even spot by what kind of aircraft Q.Letizia travelled to Cabo Verde, though It was so clearly portrayed in the pics.
Sorry, gotta head off to work.
I won't be here for you.
Bye.
@P 07:06
DeleteThere's more than one person commenting on this, I think the confusion is on your end ;-)
Seeing a dermatologist for cosmetic reasons is (much) more than just getting a prescription: there are treatments only they can give so don't focus on just products alone.
And if anon18:56 has no benefits from Weleda products then that makes no difference to any of us, right? That post was polite, respectful and on topic so why you feel the need to make it so personal is beyond me...
@P. the original There are several dermatologists that have their own skin care lines. Their business is the skin, which includes cosmetic benefits, not just medical needs. Some of the dermatologist-created skin care lines are sold internationally so you should be able to do a quick search to learn the brand names and the names of the doctors behind them. Dermatologists also create products just for their patients and sell them in their office. A little more research is needed on your end.
DeleteBefore you accuse me of being one of the many commenters that you think are the same person, I want to assure you that there is more than one person responding. This is my first reply to this post.
Excellente idée que cette collaboration avec Weleda que j'adore ; quand est-ce que Minlen sera disponible en France ?!
ReplyDeleteMadeleine looks fantastic. A new business opportunity for her. I wish her success in this.
ReplyDeletecss
Why shouldn’t she run a business. She’s not using her titles to do so, so no harm done.
ReplyDeleteUnlike Meghan who seems to use the title on everything she’s selling! But that’s up to KC3 to decide if grifting off a royal title is allowed. They could have the titles not used and just do it like Madeline! JMT.
Lowri.
Meghan has nothing to do with Madeleine's new business. Stay on topic. These type of comments just serve to cause discord here.
DeleteAs ever… With Love Meghan… tell me where either have Duchess of Sussex? Madeleine is always referred to as Princess, as is her right, but don’t pull down Meghan it is unnecessary. LRB
DeleteM annonced it under Princess Madeleines Instagram, so nobody can miss it!
DeleteGood for her. Why shouldn't she earn her own money.
ReplyDeleteAnd Princess or not, just based on her beautiful skin the products should sell themselves.
@ Anonymous 00:22
DeleteWe'll see how long her new job will stay. The beautiful skin was already there before the new products. I don't think she will use herself the products that she sells.
The Royal court would pay traveling costs and all those associated costs with attending a function.The use of jewels etc.
ReplyDeleteA bit tacky who is interested if she sells makeup?;it is separate to what I want to see Hair nice clothes nice.(Tara)
The products will sell themselves becase of her royal name and for Madeleine without any work!
ReplyDeleteI think it’s important to recognize that people often underestimate the effort and strategy behind building a brand, even with a royal name. Madeleine likely works hard to ensure her products succeed, regardless of her title.
DeleteEveryone knows she's a princess, and her fathers daughter even if she don't use her title. So this is just word playing. I want be buying, but wish her luck. And the comparison to Zara Tindall is pretty bold. Zara has never been a princess or a working royal.
ReplyDeleteThese photos has either been photoshopped to the moon or new botox. I have a problem with buying products from spoke persons selling products when themselves are known for using enormous amounts of
ReplyDeletebotox and fillers. How are we gonna belive anything they say?
Anonymous 06:33, that are my thoughts exactly. I won't buy products when the spokes person presents herself so unrealistic.
DeleteYou should learn what Botox and fillers can do, and can't do. Accusations of using Botox get thrown around a lot, and it is obvious there is little knowledge behind those statements. Botox makes deep lines less prominent and can smooth some wrinkles. With long term use, it can keep wrinkles to a minimum because the skin does not crease naturally, preventing the movement that creates deep lines (in part). The sun, smoking and drinking alcohol, and genetics all contribute to premature aging. Botox is not a magic solution to skin care or anti-aging. The texture of Madeleine's skin is smooth without large pores and discoloration. That is a sign of good skin care. I think her skin is in better condition than Victoria's, and have always thought that Victoria prefers a more minimalist approach to most things because there is a much greater demand on her time given her position. Madeleine has tried several different colors for her hair, for example, that tells me she spends more time on her outward appearance. Photo editing is not the explanation for her appearance that you want it to be.
DeleteI would also wonder how you would feel if unedited photos of you were shared with all the world to critique, down to the last hair on your head and pore on your face. I can imagine that it would be very unpleasant for any of us.
To take Madeleine since this is about her. She had more wrinkles when she was 18 then she do today. She loved the sun and was always tanned as a youth. We know what the effect sun has on our skin, and Madeleine is a smoker. We have seen her as adult where they went overboard with botox and fillers, so please.
DeleteI want to buy "Minlen" her in England!
ReplyDeleteI understand that this generation will have another sort of life, but all of them use their royal name and background , so do Märtha-Louise, Carl-Philip......
ReplyDeleteand probably their children in the future.....less work, lots of money!
Please, read the article I attached above.
DeleteMaking a guess will take you nowhere.
Stick to facts.
I think this is nice that she's doing something more with her life and Weleda is good brand. I've been used them for years and get compliments on my beautiful skin and hair.
ReplyDeleteBut I hope that despite her new venture, we continue still seeing her often doing different royal duties because she's always a pleasure to see and the royal family isn't as interesting without her!
Lovely outfits. I've always thought she looks good in blue but white and cream colors look also good on her.
Kaarin
Madeleine will earn her own money - and do not earn them on trashing the Swedish royal family - so she is doing a decent work.
ReplyDeleteLol 👏🏻
DeleteI'm not sure if the commercial activities of members of royal families belong on this blog. Maybe only if they pay the blog owner for advertising.
ReplyDeleteStephanie
https://swedenherald.com/article/princess-madeleine-faces-scrutiny-over-instagram-post-on-skin-care
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