Princess Madeleine of Sweden is officially stepping away from the use of her royal title in a move that marks a significant shift in her public role. The change comes as she launches her own beauty company, Minlen, a natural skincare brand developed in collaboration with the Swiss company Weleda AG.
According to a press release from the Royal Court of Sweden (Kungahuset), this new initiative is a private business venture, and therefore the princess will use her civil name, Madeleine Bernadotte, in all professional activities related to the brand.
“I will use my name Madeleine Bernadotte in my work with Minlen. I look forward to sharing more with you very soon,” the Princess wrote on Instagram.
A royal departure with palace approval
The decision to drop her official title in the context of business was taken in consultation with the Swedish royal family. The Marshal of the Realm’s Office (Riksmarskalksämbetet) assessed that this private initiative can be combined with her role as a member of the royal family.
Princess Madeleine has not received public funds from the Riksdag (Swedish Parliament) for several years. Her participation in royal duties is currently limited and takes place only at the request of her father, King Carl XVI Gustaf.
“Princess Madeleine has for a long time not received any appropriations from the Riksdag to the Head of State, and she participates in and carries out official assignments as needed and according to the King’s wishes,” reads the official statement from Kungahuset.
Minlen: a sustainable brand for modern families
The new company, Minlen, positions itself as Europe’s first natural, responsible, multi-generational skincare brand. The product line, developed together with Weleda, a century-old leader in certified natural cosmetics, is designed to meet the needs of both young and growing families.
The brand is expected to launch officially at the end of the summer of 2025, targeting a segment of the beauty market that values sustainability, transparency, and wellness.
On her Instagram profile, Princess Madeleine described the project as “a natural skincare line… created with the needs of both young and growing families in mind.”
The Nordic market for natural beauty is booming
Madeleine’s entry into the cosmetics world aligns with the growing demand for clean beauty products in Northern Europe. According to Cosmetics Europe, the European personal care market was worth over €88 billion in 2022, with Sweden ranking among the top ten consumers per capita.
Natural and organic skincare products have been experiencing consistent growth in the Nordic countries, with consumers increasingly seeking ethical, locally-sourced, and eco-certified products. A 2023 report by Statista showed that over 42% of Swedes actively prefer natural ingredients in their cosmetics.
By partnering with Weleda, Minlen taps into a well-established distribution network and brand trust, while offering a Scandinavian identity shaped by Princess Madeleine’s values and background.
From royalty to entrepreneurship: a growing trend in Europe
The decision by prinsessan Madeleine to reduce the visibility of her royal title reflects a broader trend among European royals, particularly younger generations, who are increasingly turning toward private careers and business ventures.
While she remains a member of the royal family, Madeleine’s transition to the private sector marks a symbolic separation from the expectations traditionally associated with monarchy.
With Minlen, Madeleine Bernadotte signals a new chapter — one where royal heritage and modern entrepreneurship coexist, but no longer overlap.
