How This Swedish Princess is Making Her Mark in Beauty with Weleda

Princess Madeleine of Sweden has partnered with Weleda to launch a new skin care brand, MinLen. This marks her first foray into the beauty industry, using her private name Madeleine Bernadotte instead of her royal title. The brand aims to offer safe skin care options for children and young people, addressing concerns about their use of products with unsuitable active ingredients.

MinLen’s product line includes face cream, shampoo and body wash, body lotion, lip balm, and body oil, featuring natural ingredients like flax flower, wild blueberry, and sea buckthorn. Prices range from €10 to €30, with sunscreen products planned for 2026.

The brand is set to launch in September 2025 in Germany, Austria, Switzerland, and Sweden. It aligns with Weleda’s commitment to providing natural and effective skin care, and it reflects a growing trend of prioritizing safety in products for young people.