In a post on her official Instagram account, the daughter of King Carl Gustaf and Queen Silvia revealed that she is set to launch a new line of natural skincare products, developed in partnership with Swiss skincare leader Weleda.
Expressing her enthusiasm, the 42-year-old shared, “I’m excited to announce the launch of ‘MinLen,’ a natural skincare line created in collaboration with Weleda, a global leader in certified natural skincare. MinLen is the first natural, responsible, multi-generational skincare brand in Europe, designed with the needs of young and growing families in mind.”
In her update, Madeleine also disclosed that, because this is a “private initiative,” she will use the name Madeleine Bernadotte rather than her royal title, Princess Madeleine, Duchess of Hälsingland and Gästrikland.
“Our product range will officially launch at the end of the summer, and since this is a private endeavor, I will be using the name Madeleine Bernadotte in my work with MinLen. I look forward to sharing more with you all very soon! @weleda,” she added.
The Swedish royal family is officially known as The House of Bernadotte, with its origins tracing back to Jean-Baptiste Bernadotte, a Marshal of France under Napoleon, who was elected Crown Prince of Sweden and later became King Charles XIV John of Sweden.
Accompanying the announcement, a photograph taken by Henning Ross showed a smiling Madeleine, arms crossed, wearing a sleek white suit and gold hoop earrings. Her caramel hair was styled in bouncy curls, and her radiant look was completed with a touch of rosy blush and lipstick.
The Swedish palace also issued a statement, which included: “The decision to start the company has been made in consultation with the Royal Court. The Office of the Marshal of the Realm has determined that this private business activity can coexist with Princess Madeleine’s status as a Royal Highness.
“Princess Madeleine has not received any of the Riksdag’s appropriations for the head of state for quite some time and participates in official duties as needed and at the King’s discretion. Instead, the Princess has been actively involved in the World Childhood Foundation and various patronages. Her work with these organizations will not be affected by her business involvement.”
The final statement read: “Since the new business endeavor is private and unrelated to the Princess’s role in the Royal House, she will operate under the name Madeleine Bernadotte in business contexts.”
Royal fans were quick to respond to Madeleine’s announcement, with one commenter saying, “Congratulations! Can’t wait,” while another added, “Oh, how exciting!” A third supporter wrote, “Best of luck. How thrilling! Can’t wait for the launch and release of your new products.”
