Princess Madeleine of Sweden Launches New Skincare Brand MinLen

Princess Madeleine wore a blue Battista dickey jacket and a pinstriped dickey jacket by Veronica Beard

On March 28, 2025, Princess Madeleine of Sweden launched the new natural skincare brand MinLen at the Art of Beauty & Health Summit in Düsseldorf, Germany. At the event, Princess Madeleine's husband, Chris O'Neill, accompanied her. The brand name MinLen is derived from Swedish, combining “my” (min) with "soft" (len). Len is also Princess Madeleine's nickname.

Princess Madeleine wore a blue Battista dickey jacket and a pinstriped dickey jacket by Veronica Beard

Princess Madeleine wore a blue Battista dickey jacket and a pinstriped dickey jacket by Veronica Beard

Princess Madeleine wore a blue Battista dickey jacket and a pinstriped dickey jacket by Veronica Beard

Princess Madeleine wore a blue Battista dickey jacket and a pinstriped dickey jacket by Veronica Beard

Princess Madeleine wore a blue Battista dickey jacket and a pinstriped dickey jacket by Veronica Beard

On March 27, 2025, Princess Madeleine, together with Weleda's CEO, Tina Müller, visited Weleda's headquarters in Arlesheim, Switzerland. MinLen will be launched in September 2025, initially in Germany, Austria, Switzerland, and Sweden. The MinLen product line includes a face cream, a shampoo and body wash, a body lotion, a lip balm, and a body oil.

Princess Madeleine and Weleda's CEO, Tina Müller visited Weleda's headquarters in Arlesheim

Princess Madeleine and Weleda's CEO, Tina Müller visited Weleda's headquarters in Arlesheim

Princess Madeleine and Weleda's CEO, Tina Müller visited Weleda's headquarters in Arlesheim

Princess Madeleine wore Veronica Beard Battista Dickey Jacket and Marbeau Wide Leg Pant
Veronica Beard Battista Dickey Jacket and Marbeau Pants

Princess Madeleine wore Veronica Beard battista pinstriped dickey jacket in ecru multi
Veronica Beard Battista Pinstriped Dickey Jacket
23 Comments
  1. Anonymous28/3/25 18:45

    Great jacket, although it appears a solid colour the weave of the fabric has subtle colour intensity. Blue certainly is a lovely colour on her.

    ReplyDelete
  2. Madeleine est belle aussi bien en portant un blazer de couleur bleu pâle que blanc à fines rayures ; j'ai hâte de connaître la date du lancement de cette marque sur le sol français !

    ReplyDelete
  3. Anonymous28/3/25 18:46

    Skincare for children, what is Madeleine thinking? They don't need skincare!

    ReplyDelete
    Replies
    1. Anonymous28/3/25 23:44

      Which planet are you from? Our child has been diagnosed with atopic dermatitis, and Weleda's children's skincare products are among the few that we are able to use. You should be ashamed of yourself.

      Delete
    2. Anonymous29/3/25 01:19

      How did you go from "MinLen is the first natural, responsible, multi-generational skincare brand in Europe — created with the needs of both young and growing families in mind," to a skincare line for children? Quality, all natural products like a body wash or shampoo and lip balm that the whole family can use does not translate to skincare for children. Many people want or need all natural products due to medical concerns or a desire to live a healthier, cleaner life. That includes the products we use on our children.

      https://www.instagram.com/princess_madeleine_of_sweden/p/DHlGJQMoFXb/

      Delete
    3. Anonymous29/3/25 12:57

      Tatsächlich ist die Werbung etwas mißverständlich. Es geht nicht um Kosmetik für Babys, sondern um Hautpflege. Bedenklich ist für manche eher der anthroposophische Hintergrund der Marke.

      Delete
  4. Anonymous28/3/25 19:09

    Smashing Look!

    MESH

    ReplyDelete
  5. Anonymous28/3/25 19:47

    Et pourquoi pas. Je respecte ces royaux qui font quelques choses de leurs dix doigts et font travailler leurs méninges
    Froufrou

    ReplyDelete
  6. Anonymous28/3/25 20:09

    Bezaubernd schön, aber das Gesicht- Stirn und Wangen - sehr sehr glatt. Hmm...

    ReplyDelete
    Replies
    1. Sehr glatt. Und damit ist die ganze Promotion (rund um "Natürlichkeit") sehr unglaubwürdig.

      Delete
  7. Both outfits looks beautiful.

    ReplyDelete
  8. Anonymous28/3/25 23:43

    Len is not an ‘Aussie woman’!!! That’s the Aussie bogan Mary!!!

    ReplyDelete
    Replies
    1. Anonymous29/3/25 01:09

      What are you talking about? Why are you insulting her? Did I miss something?
      If you are referring to the comment from @Archard62 18:46, the word "aussi" is French for "also" or "as well". It is roughly pronounced "oh-si". I would hope you would not have been so ignorant as to make an assumption that Archard62 said she was Australian, or an "Aussie", without translating her comment, then writing something so insulting. If that is not the reason for your rude comment, kindly explain. I am truly confused and would like to understand.

      bogan
      noun [ C ] Australian English informal
      An insulting word for a person whose way of dressing, speaking, and behaving is thought to show their lack of education and low social class.

      Delete
  9. Anonymous29/3/25 00:22

    Nice suit. Have to try this cosmetic if I find it here. Chis supported her that was really nice.
    css

    ReplyDelete
  10. P. the original29/3/25 08:25

    Dear fellow bloggers,
    -(beg your pardon, Mrs Helen, but I feel it is necessary to draw a line to all this)-
    I get the feeling that the more we address Anonymous at all times' trolling and pointless "comments", the more she will go on with her insulting, crass and nasty attitude.
    I think we all had better not reply to Anonymous or even stop commenting on this poster.
    That's my point of view, of course.
    Things seem to have gone out of control by now.
    Anonymous at all times sounds deeply annoyed by Madeleine's business venture and not able to grasp what all she is doing is about .
    Anonymous doesn't have a clue about words and their meanings, too.
    Moreover, I feel that she has a painful approach to other women's beauty and success in life.
    I am pretty sure that the younger and more beautiful these women are, the more Anonymous feels hurt and that's her main issue, actually.
    I reckon it wiser to let go from our part and stop replying, at least on this poster.
    Best regards .
    P. the original


    ReplyDelete
    Replies
    1. Anonymous29/3/25 12:15

      Seriously P, you are just as anonymous as everyone else. A nick, name under the message or ano is the same. So please take your own advice. Sincerely Sarah.

      Delete
    2. Anonymous29/3/25 19:48

      I'm starting to think P believes that every "Anonymous" comment is one and the same person... ;-)

      Delete
  11. Anonymous29/3/25 09:20

    Madeleine is and remains a beautiful woman.
    I wish her every success in this new adventure.

    I'm delighted to see the support she gets from her husband.

    -Astrid.

    ReplyDelete
  12. Anonymous29/3/25 12:12

    You forgot to write that Madeleine has been reported to the government for advertising her skin care brand on instagram without advertising identification, which violates the Marketing Act. Probably just forgot 😉

    ReplyDelete
    Replies
    1. Anonymous30/3/25 10:02

      The Royal Court's information chief, stated that the intention of the post was to inform about an upcoming business venture, not to advertise. Your forgot to mention that 😊

      Delete
  13. Anonymous29/3/25 13:04

    I have no problem with minor royals seeking other roads of income; but yet another skincare line? Every influencer, celebrity etc. seem to have some sort of skincare/make-up brand, and to me the market is just flooded.
    HH

    ReplyDelete
  14. Anonymous29/3/25 14:10

    Love Madeleine's both suits. Professional and elegant look. Princess Madeleine + pale blue = 💙
    Weleda is good brand,and I enjoy their products. Now even more interested in them. Wishing Madeleine good sucess, and hope she will be doing royal duties also despite her new adventure.
    - Sigrid -

    ReplyDelete
  15. Anonymous30/3/25 04:14

    Hello to the princess from the King

    ReplyDelete

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