Princess enters the beauty business: Madeleine competes with Kylie Jenner

Stockholm - Kylie Jenner (27) has built up a billion-dollar company with it. Actresses Millie Bobby Brown (21) and Selena Gomez (32) also market their own skincare products. Now a royal is entering the beauty business for the first time.

Princess Madeleine (42, right) works together with Tina Müller (56) from the cosmetics company "Weleda".
Princess Madeleine (42, right) works together with Tina Müller (56) from the cosmetics company "Weleda".  © Weleda AG/Henning Ross

Princess Madeleine of Sweden (42) is launching her own natural cosmetics on the market.

"As a mother, I pay attention to which skincare products we use in our family - this makes 'minLen' a very personal project for me," explained the youngest daughter of King Carl Gustaf (78) in a press release.

The name of her brand is derived from Swedish and is made up of "my" (min) and "soft" (len). Len is also the princess's pet name.

In her announcement on Instagram , the 42-year-old emphasized that she would forgo her aristocratic title when marketing the items.

Instead, she appears with her real name Madeleine Bernadotte.

The name "minLen" has a personal meaning.
The name "minLen" has a personal meaning.  © Weleda AG
Leonore (11, from left), Adrienne (7) and Nicolas (9) are sure to try out their mom's products too.
Leonore (11, from left), Adrienne (7) and Nicolas (9) are sure to try out their mom's products too.  © IMAGO/PPE

Princess Madeleine realizes beauty brand together with "Weleda"

The Swedish princess has brought the Swiss company "Weleda" on board as a partner. "We are honored that we were able to realize such an important project together with Princess Madeleine," says Tina Müller (56), Chairwoman of the Management Board.

The products should be available from September 2025.