On September 13, 2025, Princess Madeleine attended the launch of her new skincare brand minLen at Lyko’s store in Stockholm. The Princess, who uses the name Madeleine Bernadotte in business contexts, launched minLen in collaboration with the Swiss beauty company Weleda. Lyko, traded as Lyko Group, is a Swedish cosmetics retailer operating both physical stores and an online platform. On this occasion, she wore a cashmere cardigan by Khaite.
Khaite Dianna cashmere cardigan
Trop trop belle
ردحذفFroufrou
Vilken succe för Madeleine Bernadotte tidigare idag, köerna ringlade långa utanför butiken! Nu får Bianca Ingrosso se upp...
ردحذفNäääeee... Köerna ringlade inte alls
حذفSwedish press calls it a fiasco. Hardly people present.
ردحذفPlease share a link
حذف22:31 interesting! I haven’t looked further than this site, but I have wondered about the venture, because Weleda is a brand I use daily, so was interested to see how a luxury version might go.
حذفMost big German companies and major players from other countries that were working in Germany (e.g. America’s Associated Press) that have been around since before World War II will have had Nazi involvement - one way or the other - and these brands often provide high quality well made products that are very popular right around the world, without most people referring to their past. Examples are Hugo Boss, Volkswagen, Kodak, Siemens, etc. I suspect (without having read) that this has been blown up because it’s Madeleine - versus it being an anomaly in the history of German companies.
حذف11:55 do you read swedish? https://www.expressen.se/tv/nyheter/kungligt/fiasko-for-prinsessan/
حذفhttps://www.hant.se/kungligt/prinsessan-madeleines-lansering-levde-inte-upp-till-forvantingarna/11023432
حذفJa, ett fiasko.. https://www.hant.se/kungligt/prinsessan-madeleines-lansering-levde-inte-upp-till-forvantingarna/11023432
حذفHänt is not considered a rigorous or investigative news source. It may context, and fact-checking compared to mainstream outlets like Dagens Nyheter or Sveriges Radio. Please come back with real news.
حذفHardly any people there and no que to enter the shop. Journalists were not welcome. A strange launch. Wish her luck all the same. C
ردحذفDo you have a link on the no que?
حذفApart from passing there myself at opening time……..there’s a report in this link https://www.expressen.se/tv/nyheter/kungligt/fiasko-for-prinsessan/
حذفExpressen is one of the tabloid newspapers, known for fast-paced news coverage, celebrity stories, and sensational headlines. It’s widely read and has a large audience, but it’s not considered a scholarly or deeply investigative outlet. Like most tabloids, it tends to prioritize attention-grabbing content over nuance. 😉
حذفShe said, I will NOT trade on my Royal status, yet here she is again, in a blog about fashion, NOT business, but Royal's. Go figure, have to wonder how much she is paying to flog her brand.
ردحذفCute sweater it goes well with the skirt.
ردحذفJ’adore la tenue de la princesse. C’est magnifique.
ردحذفIt's wonderful that p M and her family lives here in Sweden again!
ردحذفYes, but they have to find their place back in Sweden, other than entirely depending on the royal institution. Anyway I wish them the best.
حذفUn joli ensemble, particulièrement le petit pull, j'aime la forme et aussi la couleur beige noisette : de saison ! Paloma.
ردحذفWhat a beautiful hair she has, so thick and shiny. Her cardigan and skirt look lovely.
ردحذف-Marika-
sorry, its in german.
ردحذفausgerechnet weleda. Dieses Unternehmen ist mehr als fragwürdig und ausgerechnet madeleine bernadotte kooperiert mit Weleda? Ich hätte ihr mehr Feingefühl zugetraut. Ich hoffe es wird ein Reinfall und die Ware ein Ladenhüter.
It's a shame that your comment is so spiteful. But it's true. The story surrounding Weleda is important, Just as many companies in Europe had to examine their business activities before and during the Second World War. Take Chanel, for example. Banks in Switzerland also had to answer themselves some difficult questions. Many families, whether in Germany or elsewhere, did too. This is not trivialising the issue, but acknowledging reality. The BBC has published the following report on Weleda: https://www.bbc.com/news/articles/cy7pgd5nkr6o.
حذفI hope I have provided some clarity.
Many German companies had nazi ties during WWII and are still selling goods today : Krups, Hobbs, German car companies, etc...
حذفIt was business then and it is business now. I agree with Anon. 13:00 concerning the fact that "many families in Europe" did business with nazi Germany. After the war many have been punished for "collaboration". Little companies like my grandfather's who didn't want to work for the Germans (they were the ennemi after all) had great difficulties and had to invent all kind of reasons why he couldn't work for them. His family has passed a difficult time then full of fear that one day he would be arrested and transported to Germany to work in their own factories.
@Anon 14:11 - right, many companies had Nazi links. And we buy Krups coffee machines and Weleda creams, yes, I do too. But: if you are a member of a Swedish royal family (or any prominent family), you could do better than chose one of those companies to be associated with them. Yes she does not use her title, but she uses her prominent in Sweden well-known face, of course. And this is why I could imagine better choices, considering her family links.
حذف@ Anon. 14:39
حذفIt is proven once again that starting a business is not that easy. There are so many little or big things which one has to take into account.
Of course the younger generations of Germans cannot eternally be punished because their grand-parents made the wrong choice. Because of the difficult situation in the world today, Europe must stay united as much as possible. Big countries like Germany and France are working together on several subjects. Little countries can do their utmost best, but cannot do very much if they are not protected by the big boys.
Well written 14:39
حذفAnd Coco Chanel, who fashionistas so admire, was a Nazi collaborator. Look it up if you don’t believe it.
حذفAnonymous 14:11 continued
حذفcorrection : not "Hobbs" but "Hugo Boss"
Thank you Anon. 21:45
حذفI think it is important to acknowledge one's pasta whatever the company is. The problem with Weleda and anthroposophy is that they seem to keep silent of it - as well the other companies. Remember Sweden also got economical benefit from Nasi-Germany and Finland was allie during 2nd world war
حذفThe sweater is sweet, the skirt is pretty she looks lovely.
ردحذفBelle allure dans ce cardigan qui se combine à merveille avec la jupe plissée ; j'adore la douceur de ces couleurs automnales !
ردحذفYes I agree the softness and the colour are lovely
حذفThere has been an image problem with the company "Weleda" recently, nazi ties during the 2nd World war, products delivered to be used for tests in concentration camps etc. Not the very best background for her business.
ردحذفI am shocked.
حذفThese supposed ties are still being investigated and results are expected within 2017.
I read an article but I don't want to share the link because some more sensitive readers might feel unwell.
I have literally run out of further words.
This German newspaper article (published month before anybody even mentioned possible Nazi links) https://www.ksta.de/panorama/promis/prinzessin-madeleine-royaler-kluengel-fuer-pflegelinie-kritik-waechst-2-1005706 refers to an article in a Swedish newspaper criticizing Madeleine's project because Weleda is well known to have a so called "anthroposophic" orientiation (which is per se not without its quite dark historical spots), so read for yourself why Madeleine's project is not that popular: "In the daily newspaper "Dagens Nyheter," a group of scientists sharply criticized the Weleda company and Princess Madeleine's associated skincare project "minLen." They accuse Weleda of being based on anthroposophical principles—an approach that has in the past been associated with skepticism toward conventional medical procedures, especially vaccinations. According to the authors, the princess's commitment to such a project seriously undermines the trust of the Swedish royal family. In their argument, they even refer to it as "quackery" and demand that the royal family distance itself from "minLen" as soon as possible." - So, and now add to this this new possible nazi "dark spot" (which is not really surprising because anthroposophy itself is not known to be critical against the Nazis, let's put it like this ... --- Weleda products are quite popular in German speaking countries, and I know their products, they include quite a lot of dedicated products for children, babies, mothers and babies etc ... so I also don't quite see why they need something more with a name on it that most people never heard.
ردحذفWeledas anthroposophic roots are complex, and linking them directly to Nazi ideology oversimplifies history, Steiners ideas were actually banned under the regime. Calling the project “quackery” feels exaggerated, especially given Weledas trusted reputation. And Madeleine’s name does carry weight, this isn’t just a vanity label, it’s a strategic partnership. The criticism seems more ideological than practical.
حذفDie Kombination der Prinzessin Madeleine ist reizend, klassisch, modisch und schmeichelt als Arbeitskleidung sehr für die beworbenen Produkte. Nur, als sich hier so viele (und ich wollte mich in dieses Thema nicht einbringen,) tue es aber doch - bei so viel Wirbel kürzlich um die wundervollen Haare der Prinzessin von Wales austobten.
ردحذفWarum so frage ich mich - wird hier nun die Geschichte um WELEDA zerrissen und nicht das prächtige Haar dieser Prinzessin?
Hier wird immer mehr zip und zap diskutiert - ich kann kaum abwarten den Staatsbesuch von Frau Melania bei Prinzessin und Prinz von Wales zu sehen. Welche Produkte wohl diese beiden Damen verwenden?
-Dorothe-
"zerrissen"?? Geschildert.
حذفI don´t think Weleda´s history is the main issue here. If we started to look at many major companies´ business backgrounds, both historic and recent, we´d find all sorts of questionable stuff. Where to begin?
ردحذفThe main issue I see here is for princess Madeleine to have any business at all while at the same time representing the crown. I have always felt the same about Carl Philip´s design ventures, especially since both his and her ventures are so intimately tied to their names, directly promoted through the royals themselves and using their status and media presence to advance their businesses.
I understand the will and maybe even the need to pursue something fulfilling alongside the representative work they perform, but I find it wrong to do so publicly and commercially. Either do something entirely out of the public eye not benefiting from their famous names, OR if using their status, do it without commercial interest and instead support useful causes or do something that´s in the interest of the general public.
Also, in my personal opinion, any beauty products and jewellery and design ideas are rather lazy businesses. No real innovative ideas, and if it wasn´t for the famous name, probably no-one would buy those products.
Well said!
حذفI am tired of hair being the focal point of the wardrobe. The sweater and skirt are very nice and age appropriate, the hair well imo quit competing with your daughters. It is a shame that because so much product is used to obtain the look, they won’t even be able to donate for wigs.
ردحذفThe problem is less the fact that royal women wear those long wallowing locks everyday working women in the same age cannot afford (because, as you write, it is a complex and costly business to keep them nice). *We* make it to be the focal point ... almost obsessively repeating the same things. If we stopped talking about it, the problem would cease to exist ... these long locks on middle aged women have nothing to do with fashion proper.
حذفThere’s no such thing as an ‘age-appropriate’ haircut. Yes, a shorter cut can be more comfortable to wear for 40+ women - it adds volume to the thinning hair, refreshes the look and will keep you cooler when you get the hot-flashes.
حذفBut. Madeleine's mother Silvia still has very beautiful and thick hair at the age of 80+. Madeleine has so thick and lovely hair herself. If her hair were thin and fragile, then better to cut it. But someone with hair like Madeleine has...why not wear them long? I've always admired her long hair. She's been my inspiration to take better care of my own hair. I know that I can not make my hair thicker than they are but they are now in much better condition and prettier after I started to take better care of them.
==Jessica==
People here saying Carl Phillip and Madeleine stop working for the crown even when they are removed from the royal house you will still find people accusing them of using their royal connection to do business
ردحذفI truly do not understand the accusations that Madeleine is using her “royal connections” in her business. She (nor is any member of her family) in line for the crown, and I seriously doubt that she is making a tidy sum of money from the “royal” appearances that she makes. So how is she supposed to support herself and her family? There is so much hypocrisy directed at those members of royal families who will never wear the crown. As for the controversy involving Weleda ~ why wasn’t this a pressing topic of discussion way before Madeleine did a collaboration with them?
حذفThe Swedish royal family is very wealthy with significant asset portfolios like shares in big listed companies. Madeleine does not need to work to support herself or her family. She has never worked for money or needed to make a living. It's just the way it is. Chris has acknowledged he's the one supporting his family, which is totally OK. This is what normal people do when they have a job. But Madeleine obviously wants something of her own and decided to create this skincare line. It's fine, nothing wrong with doing so, but as she was born a princess, she'll never be quite free from what comes with it. She has to acknowledge it and so have the others.
حذفPeople here saying Carl Phillip and Madeleine stop working for the crown even when they are removed from the royal house you will still find people accusing them of using their royal connection to do business
ردحذفNice outfit, her Name for a Cosmetic line. Maybe I can find it here as well for adults.
ردحذفcss
For those who refer to business in Nazi Germany, do not forget that Germany was a DICTATORSHIP, companies and families struggled to SURVIVE and all methods were used for this goal. Germany’s dark past cannot be judged from a modern democratic angle. There is enough literature on the market on this subject. Bashing the princess for working for Weleda produces headlines and profitable circulation, but criticism on historical grounds is unfair. If the princess represented a different company, the press would dig up other stories for the same reason.
ردحذف🌞 Virginia
If this new product ‘minLen’ is looking for photos of “before” then I’m available.
ردحذفWith gravity doing terrible things to my aging face and the sagging skin on my arms, I’d be the perfect “before” model for them.
But I don’t work on a volunteer basis, I need to be paid.
And they’d have to accept that I don’t come cheap. 😊😁
She's so pretty!! I wish she'd lighten her hair to a lighter shade and wear brighter colors. But hey, she's GORGEOUS anyway.
ردحذفI admire Madeleine and Chris. They are not in line for the throne, as Victoria and her family. So why not allow them the right to pursue their on career initiatives! From the news and photos we see, they spend of time representing the crown and supporting it. Give them and Prince Carl’s family a break. Sad part of being a “spare”. Damned if you and damned if you don’t!
ردحذفCarl Philip is always called Carl Philip, not Carl.
حذف@Virginia Dogwood
ردحذفHow right you are.
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