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
ReplyDeleteFroufrou
Vilken succe för Madeleine Bernadotte tidigare idag, köerna ringlade långa utanför butiken! Nu får Bianca Ingrosso se upp...
ReplyDeleteSwedish press calls it a fiasco. Hardly people present.
ReplyDeletePlease share a link
Delete22:31 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.
DeleteMost 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.
DeleteHardly any people there and no que to enter the shop. Journalists were not welcome. A strange launch. Wish her luck all the same. C
ReplyDeleteDo you have a link on the no que?
DeleteApart from passing there myself at opening time……..there’s a report in this link https://www.expressen.se/tv/nyheter/kungligt/fiasko-for-prinsessan/
DeleteShe 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.
ReplyDeleteCute sweater it goes well with the skirt.
ReplyDeleteJ’adore la tenue de la princesse. C’est magnifique.
ReplyDeleteIt's wonderful that p M and her family lives here in Sweden again!
ReplyDeleteYes, but they have to find their place back in Sweden, other than entirely depending on the royal institution. Anyway I wish them the best.
DeleteUn joli ensemble, particulièrement le petit pull, j'aime la forme et aussi la couleur beige noisette : de saison ! Paloma.
ReplyDeleteWhat a beautiful hair she has, so thick and shiny. Her cardigan and skirt look lovely.
ReplyDelete-Marika-
sorry, its in german.
ReplyDeleteausgerechnet 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.
DeleteI 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...
DeleteIt 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.
Delete@ Anon. 14:39
DeleteIt 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.
The sweater is sweet, the skirt is pretty she looks lovely.
ReplyDeleteBelle allure dans ce cardigan qui se combine à merveille avec la jupe plissée ; j'adore la douceur de ces couleurs automnales !
ReplyDeleteYes I agree the softness and the colour are lovely
DeleteThere 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.
ReplyDeleteI am shocked.
DeleteThese 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.
ReplyDeleteDie 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.
ReplyDeleteWarum 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.
DeleteI 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?
ReplyDeleteThe 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.
I 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.
ReplyDeleteThe 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.
DeletePeople 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
ReplyDeletePeople 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
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