The launch of Meghan Markle’s lifestyle brand As Ever has been met with mixed opinions, and it seems this could be the case for another royal following in her footsteps. Princess Madeleine, 42, from the Swedish Royal Family, revealed last month that she will be launching her own skincare line called MinLen. The brand, MinLen, comes after the princess has had less formal royal duties as a result of a slimmed down monarchy.
Madeleine – the daughter of King Carl XVI Gustaf and Queen Silvia of Sweden – confirmed this in an interview with German outlet RTL News. When told about how critics had said a business launch doesn’t “fit” with the life expected of a royal, Madeleine said: “I can understand their concerns and the criticisms that they have. But a couple of years ago there was a big decision, that they’re slimming down and focusing more on my sister, the Crown Princess [Victoria].”
The mum-of-three continued: “And I think many monarchies in Europe are doing that, and with that they slimmed it down and said “okay, we’re focusing more on the Crown Princess’s family.
“So me and my brother [Carl Philip], it kind of gave us the opportunity to do other things. Nowadays, I don’t have many official duties anymore, or I should not do that many. So then I said, ‘Ok, I’ll do it!'”
While Madeleine still holds a princess title, she will use the name Madeline Bernadotte for all things business related, instead of her royal title Princess Madeleine, Duchess of Hälsingland and Gästrikland.
This is because the business is a “private initiative”, she will use the name Madeline Bernadotte instead of her royal title, Princess Madeleine, Duchess of Hälsingland and Gästrikland.
The princess confirmed the upcoming launch of her business last month on Instagram. She wrote: “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.
“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. I look forward to sharing more with you very soon!”
