Princess Madeleine of Sweden, the youngest daughter of King Carl XVI Gustaf and Queen Silvia, is set to venture into the skincare market with the launch of her new line named minLen in collaboration with Swiss company Weleda. The 42-year-old princess made the announcement on March 24, revealing that she would not incorporate her royal title into the branding of her skincare business. In an Instagram post, Princess Madeleine expressed her enthusiasm for the project, highlighting minLen as a natural and responsible skincare brand catering to the needs of young and growing families in Europe.
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Unlike other royal figures who often utilise their titles for business ventures, Princess Madeleine stated that she would be using her lesser-known last name, Bernadotte, for her work with minLen. This decision reflects her desire to maintain a more personal and private approach to the skincare line. The Swedish Royal Court was consulted regarding her new business endeavour, ensuring that it aligns with her role as a Royal Highness and does not conflict with her existing commitments. While the princess occasionally fulfils official duties on behalf of the royal family, she primarily focuses on her philanthropic endeavours, particularly in supporting children’s well-being through various initiatives.
The House of Bernadotte, the dynasty to which Princess Madeleine belongs, has a rich history dating back over two centuries. Founded by Karl XIV Johan in 1818, the Bernadotte surname holds significance for Madeleine, under which she has previously engaged in private projects such as publishing a children’s book in 2019. The upcoming launch of minLen skincare products in select European markets in September signifies Madeleine’s debut in the beauty industry, driven by her role as a parent and a commitment to creating skincare solutions that are gentle and suitable for all generations.
As a mother of three, Princess Madeleine emphasised her personal connection to the minLen brand, especially in formulating products that promote the well-being of children’s skin. The initial product range is set to include skincare essentials like face cream, shampoo, shower gel, lotion, lip balm, and body oil, with plans to introduce sunscreen in 2026. Madeleine’s relocation back to Sweden with her family in 2024 following their time in Florida underscored her ties to her home country, further influencing the brand’s development and ethos. The name “minLen,” derived from her nickname “Len,” reflects the brand’s Swedish roots and commitment to using local medicinal plants in its formulations.
Weleda, known for its expertise in certified natural skincare, positioned itself as the perfect partner for Princess Madeleine in creating a skincare range that prioritises the protection and nourishment of children’s delicate skin. The collaboration with Weleda underscores Madeleine’s dedication to offering high-quality skincare solutions that meet the needs of families across Europe. With a focus on sustainability and multigenerational appeal, minLen aims to redefine the European skincare market by introducing a range of products that blend natural ingredients with Princess Madeleine’s personal touch and commitment to promoting child welfare initiatives.