Princess Madeleine of Sweden shares personal message as she begins new chapter
Princess Madeleine of Sweden has dropped her royal title and formality to share a personal message as she begins a new venture away from official duties.
The 43-year-old, who is the youngest daughter of Sweden's King Carl XVI Gustaf and Queen Silvia, marked a personal milestone this week by launching a new business.
It comes just over a year since Madeleine moved back to Sweden after more than a decade of living in the United States.
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Princess Madeleine of Sweden worked with skincare giant Weleda to create her own line minLen. Instagram/minlen_official
Princess Madeleine isn't a working member of the royal family, unlike her siblings Crown Princess Victoria and Prince Carl Philip.
But since their return in late 2024, Princess Madeleine and husband Christopher O'Neill have been taking part in more official engagements with the royal family.
In April, she announced the launch of her own skincare line, minLen with Swiss-German company Weleda.
The range went on sale this week and includes face creams for both adults, children and babies, shampoo and conditioner, body wash, serums, body oil and lip balm.
In a message on launch day, Princess Madeleine said she was "truly excited" to share the products after what had been "such a meaningful journey" in creating them.
"I'm Madeleine, a mum and co-founder of minLen," the princess said in a video message.
Princess Adrienne, Princess Leonore and Prince Nicolas pictured in August. Instagram/princess_madeleine_of_sweden
"Children's skin is delicate and deserves the very best care. As a mother I know how important it is to find products you can truly trust for young ones as they grow.
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"That's why we made it our mission to protect young skin with gentle care and ingredients created specifically for sensitive needs, whether they're babies, kids, or teenagers."
The brand is being sold under the name 'Madeleine Bernadotte' due to it being "a private initiative" and a commercial endeavour.
Princess Madeleine of Sweden's skincare line is being sold under her private name. Weleda via Getty Images
She's the latest in a number of royals (European and British) who have their own brands or commercial endeavours, allowing them to make money in lieu of taxpayer-funded allowances.
Madeleine previously wrote a book under the same, private name.
When the skincare line was announced in April, Sweden's royal court said the decision to launch the brand had been made "in consultation" with Princess Madeleine, adding that "this private enterprise is compatible with Princess Madeleine's role as a Royal Highness".
The palace added that Princess Madeleine had not received any funding provided to the royal family from the government and that "she participates in and carries out official engagements as needed and based on the King's requests".
Speaking at a launch event in April, Madeleine she was inspired to create her own skincare line after shopping with her eldest daughter.
Princess Madeleine has three children: Princess Leonore, 11, Prince Nicolas, 10, and Princess Adrienne, seven.
"It was hard to find something that, number one, I felt could trust," Madeleine said.
She wanted a product containing "natural ingredients" that were "high quality but also something that [Leonore] would enjoy and have fun with, the colours, the scent".
"Kids see so much on their phones," Madeleine said.
Princess Madeleine and her family attended the christening of Princess Ines in June. Getty
"They want to buy the products on TikTok. Instead of not giving them anything at all, or letting them buy exactly what they want that has beautiful packaging and is trendy on social media, it's better to give them an alternative."
The brand has been named minLen, from the Swedish words min (my) and len (soft). Len is also the nickname of Madeleine.
So far, the range is available in Switzerland and Germany only with plans to expand globally soon.
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