Princess Madeleine of Sweden recently surprised royal watchers by announcing the launch of her own skincare line, MinLen—a move that draws parallels to Meghan Markle’s entrepreneurial step with her As Ever brand.
In an interview with German outlet RTL News, Madeleine opened up about the new venture and candidly responded to criticism suggesting that her business pursuits may not align with traditional royal expectations. Host Frauke Ludowig raised concerns from critics who argued the project might not “fit” the role of a royal.
“I can understand their concerns and the criticisms they have,” Madeleine responded thoughtfully. “But a couple of years ago, there was a major decision to slim down the royal family’s public roles and focus more on my sister, Crown Princess Victoria.”
She elaborated, “I think many European monarchies are taking similar steps. With that decision, it gave both me and my brother, Carl Philip, the opportunity to explore other paths. I no longer carry out many official duties—nor am I expected to. So I thought, ‘Alright, then I’ll go for it!'”
A New Chapter with MinLen
Princess Madeleine announced her business plans last month, revealing a partnership with Weleda, a global leader in certified natural skincare. She described MinLen as “the first natural, responsible, multi-generational skincare brand in Europe,” created with the everyday needs of young and growing families in mind.
Sharing the news on social media, she clarified that because the initiative is personal and not connected to the Swedish Royal Court, she will operate under her given 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,” she wrote. “I look forward to sharing more with you very soon! @weleda”
As royal roles evolve across Europe, Madeleine’s latest chapter is a reflection of a modern princess redefining her place in public life—on her own terms.
