#minlen

The sun's rays almost made us forget the -5°C chill in Stockholm at the end of January. Madeleine of Sweden had arranged to meet us at the Hotel Diplomat, one of the capital's most beautiful establishments, with its Art Nouveau façade recognizable by its red basket awnings, folded down that morning. The youngest daughter of the King and Queen of Sweden was waiting for us in one of the suites. She greeted us warmly and asked if we had a pleasant journey. "Oh, I love Paris," she exclaimed, thanking us for coming all the way to see her.

Accustomed to this kind of exercise, the princess first poses for a series of portraits . "It's different from the photos we take at the palace where we're more static," she says with a smile. The interview can then begin.

How did you come up with the idea of ​​launching your own brand? Why now? 

As a mother, I struggled to find skincare products suitable for my children—natural, safe, and appropriate for their growing skin. I've always been very careful about what I choose for them. This idea solidified when my eldest daughter, Leonore , who is 11 [she turns 12 on February 20th], told me she no longer wanted to use products labeled "baby." However, she didn't feel comfortable using adult skincare products.

Finding an intermediate product, designed for younger, more mature, but still sensitive skin, proved surprisingly difficult. At the same time, I noticed a worrying trend. If you go to a cosmetics store in the afternoon, you'll often see very young girls shopping on their own. They're drawn to brands they've seen on social media. Many formulas are created to combat aging and contain active ingredients like retinol, without any real certainty about their suitability. That's when I realized we needed to do things differently. 

"I will never use my title to gain any personal advantage."

Why did you choose to partner with Weleda to launch minLen?

From the very beginning, it seemed important to me to have a partner I could truly trust. In Weleda, I found the perfect partner : responsible and highly experienced. I wanted the minLen range to be entirely natural. Weleda is a pioneer in the field of organic, plant-based products. Every ingredient is ethically and sustainably sourced, and many of the active ingredients come from plants grown in their own botanical gardens . If I were to embark on this adventure for children and families, I wanted the very best possible quality.

What does "minLen" mean? 

Min means "my" and len means "sweet" in Swedish. My family and closest friends have called me "Len" since I was a child, so it's a play on words… We have two ranges: one designed for babies' skin and the other for children, pre-teens, and teenagers. Four fragrance-free products are for babies with sensitive skin that everyone can use. And seven are for children and pre-teens with a natural oil scent. I would say that minLen is a multi-generational brand.

You began this adventure under the name Madeleine Bernadotte. Was it important for you to differentiate your role as Princess of Sweden from that of entrepreneur? 

I would never use my title for any personal gain. It was therefore very important for me to have my own brand as Madeleine Bernadotte, using my family name. My brother, Prince Carl Philip , has had a design company, Bernadotte & Kylberg , for over ten years. I admire him enormously and find it remarkable how he has managed to balance this venture with his official duties. It has worked very well for him. Of course, it's a delicate balance. I think many royal families do this today. Their members are still royals but work and contribute to society and the economy. It's a more modern approach.

With minLen, you had to face criticism. Were you expecting that? 

When you launch something new, there are always differing opinions. Did I expect it to be so popular in my own country? No, and it surprised me a little. I'm only human, and like everyone else, criticism affects me . MinLen comes from the bottom of my heart. I genuinely want to do something positive: help children feel good about themselves and reassure parents. Mothers have stopped me in the street to thank me for offering an alternative to their teenagers: fun, delicately scented, and carefully packaged products that truly care for young people's skin .

Many parents are understandably concerned that their children are using adult-grade formulas that can damage the skin barrier. Hearing these kinds of comments reinforced my belief that what Weleda and I were creating together was truly the right approach.

You returned to Sweden in the summer of 2024 with your family after several years spent in Florida. Why? 

I actually spent fifteen years abroad, as I also lived in London and New York. It was time to come home . I missed my family and close friends. I also felt that my children were growing up like little Americans. It was important for me to bring them back here and pass on their Swedish heritage. Living abroad was a wonderful experience. New York, where Leonore was born, will always hold a special place in my heart.

Florida, so international, allowed us to meet families from all over the world. It was so enriching. I'm very grateful. Living in the United States allowed me to express myself more freely. We Swedes can be a bit reserved. It helped me a lot to not be shy around strangers.

Do you miss life in Florida? 

That happens to me, especially in winter. I can miss the sun and the warmth . You know, Sweden has so much more to offer. It's wonderful to be close to my family and feel at home. I love Swedish nature, being outside even when it's cold. We even have a saying: "There's no such thing as bad weather, only bad clothing!"

At the beginning of our relationship, my husband Christopher would say to me, "Why are you going for a walk? It's pouring rain!" I would tell him that all he needed to do was put on a raincoat . I love autumn, the transition to winter, its cozy feel, lighting a wood fire, and then spring too. I also missed the changing seasons in Florida.

You are a princess, entrepreneur and philanthropist, but also a mother of three. How do you reconcile these different roles?

As women, we all wear many hats: mothers, working women, sisters, and friends. Of course, my role as a mother will always be my priority. In many ways, minLen is an extension of that. It stems from a genuine desire to do something good: to help families and encourage parents and children to be more mindful of the products they choose. This is a conversation that I feel hasn't been had enough of. I hope that will change and that adults will become more aware of what their children are buying and feel empowered to talk openly with them about it.

What do your children like to do in life? 

My son Nicolas was more than excited about going back to Sweden because he loves skiing. He thought he'd be able to enjoy the snow   and skiing all the time! Last year, he was a little disappointed because we hardly had any. Passionate about skiing, I love doing a sport I can share with my children. When we go skiing during the holidays, Nicolas is the first and the last on the slopes. Leonore and Adrienne , on the other hand, are really enjoying horseback riding right now, just like I did when I was young. I spend five afternoons a week at the stables with my daughters . They're even starting to do a little show jumping. I can see the horses from the window of our apartment in Hovstallet [the Royal Stables] and wake up to the sound of their hooves.

For twenty years, you have worked for the World Childhood Foundation, the foundation created by your mother, Queen Silvia. What does your role as honorary vice-president entail? 

My commitment has remained the same since I took on this role a few years ago. I'm still here to support Childhood, as it's known, a fantastic foundation that tackles a difficult subject: preventing child sexual abuse and exploitation. It's wonderful to see how Childhood has evolved since its creation 25 years ago. Looking back, I think my mother was incredibly brave . When we were young, she would tell my sister, my brother, and me about the problems she witnessed and the children she had met. These terrifying stories left a deep impression on me. I knew then that I wanted to be involved with Childhood in some way.

Working in the field has truly been the experience of a lifetime. One day, I will take over from my mother at Childhood, which will be no small feat. I am fortunate to be supported by an exceptional board of directors and leadership team, with whom I share a clear vision for the organization. The course is set; my responsibility will be to keep it on the right track.

On April 30th, your father, King Carl XVI Gustaf, will celebrate his 80th birthday. There will be festivities throughout the country. What can we expect, and what will your involvement be in these celebrations?

I can't believe my dad is turning 80! We went skiing together after New Year's. He's an excellent skier, he's just a little slower than he used to be. Which is funny because, being the youngest in the family, I used to always lag behind, trying to keep up with my sister, my brother, and especially my dad who was always flying. Now it's the other way around!

2026 is a big year because my parents will also be celebrating their fiftieth wedding anniversary, which means fifty years for my mother as queen . I'm not involved in all the details, but there will be various events throughout the year. My father's birthday will be a bit more formal. Everything hasn't been finalized yet for their golden wedding anniversary, but there will be some similarities to 1976. It will be a lot of fun.