Princess Madeleine starts skincare line

Princess Madeleine of Sweden is starting her own skincare line.

The Princess announced her new business venture on her Instagram account. She is working with the Swiss company Weleda to creat a natural skincare line.

Princess Madeleine said: “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.”

The products will officially launch at the end of summer. She also stressed that this is a private initiative, so she will not use her royal title in connection with the company. Instead, she will use Madeleine Bernadotte.

The Royal Court of Sweden also revealed that the Princess’s decision was made in consultation with the Royal Court. The Office of the Marshal of the Realm determined that she could work with the company and not interfere with her royal work.

The Royal Court said: “Princess Madeleine has not received any of the Riksdag’s [Swedish parliament] appropriations for the head of state for a long time and she participates in and carries out official assignments as needed and based on the King’s wishes. Instead, the Princess has for many years been involved in the World Childhood Foundation and various patronages. The work with these organizations is not affected by the Princess’s corporate involvement. The Princess’s main line continues to focus on the best interests of children.”

She’s also got another royal seal of approval from Norway. Princess Märtha Louise, who has her own business ventures, congratulated her Swedish counterpart in the Instagram comments, saying: “Congratulations! This is so amazing.”