Princess Madeleine of Sweden has teamed up with Weleda to launch a new joint skin care brand.
MinLen marks the Swedish royal’s entry into the beauty industry, which was launched under her private name Madeleine Bernadotte – an intentional choice over her royal title.
The brand was created in response to the “concerning social trend” of children and young people using skin care products with active ingredients unsuitable for their age.
It echoes a similar situation in the US with the ‘Sephora Kids’ drama, with Gen Alpha kids taking to Sephora to buy products from popular beauty brands.
This includes products from Byoma, Drunk Elephant, Glow Recipe and Sol De Janeiro, which can contain ingredients unsafe for prepubescent skin.
Sweden itself has been toughening restrictions for younger consumers, with Swedish chemist chain Apotek Hjärtat introducing age restrictions on anti-ageing skin care.
This includes products containing AHAs, BHAs, and vitamins A and C.
“As parents, we have a responsibility to help our children make mindful choices about skin care products,” said Bernadotte, who is the daughter of King Carl XVI Gustaf and Queen Silvia.
“I felt there was a need for a product line that not only prioritises safety but is also fun to use.
“Made with natural ingredients, beautifully scented and thoughtfully designed with appealing packaging for the whole family.”
The brand is designed to be safe for children and teens
Bernadotte has worked with Weleda since January 2024 on the range, with the brand name being derived from the Swedish words ‘mi’ and ‘len’ – meaning ‘my’ and ‘soft’ respectively.
The collection is composed of a face cream, shampoo and body wash, body lotion, lip balm and body oil, and has been formulated with flax flower, wild blueberry and sea buckthorn.
It will be priced between €10 and €30, with sunscreen products planned for 2026.
“We are excited to have developed this new skin care line with someone as dedicated as Princess Madeleine,” said Tina Müller, CEO of Weleda.
“Her passion for this topic and her entrepreneurial spirit has inspired us from the start.
“The range aligns perfectly with Weleda’s primary mission: providing gentle, effective and certified natural skin care that people around the world trust.
“We combine the latest scientific insights with the power of nature to create high-quality care products for the whole family.”
MinLen will be available from September 2025 initially in Germany, Austria, Switzerland and Sweden, with plans to launch into additional markets later on.
It will be available via Weleda’s online stores, as well as perfumeries, flagship department stores, e-commerce platforms and pharmacies in Sweden.
The range has been in development for over a year
The new collection follows Weleda unveiling the first rebrand in its 100-year history this week.
The Swiss natural brand has updated its branding with a new logo, inspired by anthroposophic-inspired typography, and a more modern look.
The refresh also comes with an updated tagline focusing on Weleda’s history and knowledge of medicinal plants.
“Our brand identity is now more modern, clear and elegant – while staying true to our roots and values,” said Müller on the move.
The new design is aimed at “strengthening its connection with younger audiences while reinforcing its position in the premium segment”.
It was created by German agency Peter Schmidt Group.
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