Why Princess Madeleine of Sweden Won't Use Her Royal Title as She Launches Skincare Line

Princess Madeleine of Sweden is getting into the skincare game, but her royal title won't be part of the branding.

On March 24, King Carl XVI Gustaf's younger daughter announced that she was starting a skincare line called minLen with Swiss company Weleda, but she clarified that she wouldn't use her princess title in the business venture.

"I’m excited to share that I’m launching 'MinLen,' a natural skincare line, developed in collaboration with Weleda, a global leader in certified natural skincare. MinLen is the first natural, responsible, multi-generational skincare brand in Europe — created with the needs of both young and growing families in mind," Princess Madeleine, 42, said in a statement shared on her Instagram page.

"Our product range will officially launch at the end of the summer and as this is a private initiative, I will use my name Madeleine Bernadotte in my work with MinLen," she continued. "I look forward to sharing more with you very soon."

The update came with a new portrait of Madeleine smiling at the camera and sporting a white suit, which is arguably today's go-to uniform for princesses on a mission.

Princess Madeleine is the youngest child of King Carl XVI Gustaf of Sweden, 78, and Queen Silvia, and the younger sibling of Crown Princess Victoria and Prince Carl Philip. While she conducts official engagements as necessary at the request of her father the King, Princess Madeleine does not focus on royal duties full-time, and the Swedish Royal Court said it was consulted on her new minLen business.

"Princess Madeleine is launching a new business with the brand minLen in collaboration with the Swiss company Weleda AG," the court said in a statement on March 24. "The decision to establish the company has been made in consultation with the Royal Court. The Office of the Marshal of the Realm has assessed that this private enterprise is compatible with Princess Madeleine’s role as a Royal Highness."

"For many years, Princess Madeleine has not received any share of the appropriations from the Riksdag [Parliament] for the Head of State, and she participates in and carries out official engagements as needed and based on the King’s requests," it continued, specifying that Madeleine doesn't receive government money. 

"Instead, she has been actively involved with the World Childhood Foundation and various patronages. This new business venture will not affect her continued dedication to these causes. The Princess’ primary focus remains the well-being of children," said the palace. "As this is a private business venture, independent of her role within the Royal House, Princess Madeleine will use the name Madeleine Bernadotte in business contexts."

The House of Bernadotte is the dynastic house of the Swedish royal family and has been in power for over 200 years. The house was founded by Karl XIV Johan in 1818, and Madeleine had used Bernadotte as her surname for private business before. In 2019, she published the children's book Stella och hemligheten, a tie to her work with the World Childhood Foundation that her mother the Queen founded to protect children and prevent abuse, under the name Madeleine Bernadotte.

Weleda said that the minLen care line would be available to shop in Sweden, Switzerland, Germany and Austria in September, touted as the first natural, responsible and multigenerational skincare brand on the European market. Madeleine said her position as a parent inspires this commitment, in what marks her entrepreneurial debut in the beauty industry.

Can't get enough of PEOPLE's Royals coverage? Sign up for our free Royals newsletter to get the latest updates on Kate Middleton, Meghan Markle and more! 

"Weleda is the ideal partner for developing products that best preserve children's skin's protective barrier. As a mother, I pay attention to which skincare products we use in our family — this makes minLen a very personal project for me," she said in a statement. 

Princess Madeleine and her husband, Christopher O'Neill, share children Princess Leonore, 11, Prince Nicolas, 9, and Princess Adrienne, 7. The family of five moved back to Madeleine's home country of Sweden in the summer of 2024 after living in Florida for a few years.

The minLen name has a personal tie to Madeleine, as "Len" is her nickname. The brand's title is derived from the Swedish words "min" and "soft," and the products will feature Swedish medicinal plants like linseed, wild blueberry and sea buckthorn.

The first collection is set to feature face cream, shampoo, shower gel, lotion, lip balm and body oil, and it will expand to include sunscreen in 2026.