Princess Madeleine has admitted she’s faced ‘concerns and critics’ after launching her own business.
The Swedish royal, 42, who is the youngest child of King Carl XVI Gustaf and his wife Queen Silvia , revealed last month she was launching a natural skincare line called MinLen, in collaboration with the popular brand, Weleda.
Her new venture has drawn comparisons with those of other royals – including Prince Harry ‘s wife Meghan Markle , who recently launched her lifestyle brand, As Ever.
In an exclusive interview with German outlet RTL News , she has now opened up about how she balances being a member of the royal family both with being a mother and her new role as a businesswoman.
Presenter Frauke Ludowig pointed out: ‘There are some people, I read in the Swedish press, who say, “that doesn’t fit”.’
Addressing the criticism against her, the royal explained that she launched her new venture in agreement with the rest of her family.
She said: ‘I can understand their concerns and the critics that they have. But a couple of years ago there was a big decision, that they’re slimming down and focusing more on my sister, the Crown Princess [Victoria].
‘And I think many monarchies in Europe are doing that, and with that they slimmed it down and said “okay, we’re focusing more on the Crown Princess’s family”.
‘So me and my brother [Carl Philip], it kind of gave us the opportunity to do other things. Nowadays, I don’t have many official duties anymore, or I should not do that many.
‘So then I said “Ok, I’ll do it!”‘
Madeleine said she was first inspired to launch a business as she wanted to be a ‘mindful mom’ and make sure her children were using products with trusted ingredients.
‘As a parent I’ve always been very mindful of the products that I’m using’, she explained, and spoke of the dangers of children being influenced by products they see on TikTok and Instagram.
She first started the business with her husband Christopher O’Neill almost two years ago and explained she is focusing on the creative side of things, while he is dealing with any legal concerns.
Last year, Madeleine and her family – including children Princess Leonore, Prince Nicolas and Princess Adrienne – returned to Sweden after 15 years living in the US.
In the announcement last month, the 42-year-old prefaced the collaboration by confirming it was ‘private initiative’, and and that she would not be using the royal title in the new venture.
The Swedish royal said she was in the process of developing the new line with ‘both young and growing families in mind’, and expected it to hit shelves at the end of summer.
Sharing the update on her social media account, she 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.’
She confirmed she would be using her ordinary name, Madeleine Bernadotte, rather than her royal title, Princess Madeleine, Duchess of Hälsingland and Gästrikland.
‘Our product range will officially launch at the end of the summer and as this is a private initiative, I will use my name Madeleine Bernadotte in my work with MinLen. I look forward to sharing more with you very soon! @weleda,’ she added.
Revealing the update online, the budding entrepreneur shared a stunning photo of her donning an angelic white linen ensemble.
Pictured with her arms elegantly folded, Madeleine looked ethereal in the snow white button up jacket and matching trousers.
Her caramel highlighted tresses were worn in thick waves around her shoulders and she sported a soft makeup look with red flushed cheeks and a dark cat eye.
In another photo promoting the upcoming line, Madeleine was also pictured alongside Weleda CEO Tina Müller, who glowed in a white blazer and black jeans.
The Swedish royal family officially bear the title The House of Bernadotte. Their origins can be traced back to Jean-Baptiste Bernadotte, a Marshal of France under Napoleon who was elected Crown Prince of Sweden and later became King Charles XIV John of Sweden.
Alongside the announcement, the Swedish palace issued an additional update to confirm their knowledge of the collaboration and to preface that it would not bear any connection to her position as a royal.
‘The decision to start the company has been made in dialogue with the Royal Court. The Office of the Marshal of the Realm has assessed that this private business activity can be combined with Princess Madeleine’s position as Royal Highness.’
The statement continued by explaining that the princess had not received government funding an would be continuing to carry official duties.
Continuing in the statement, they wrote: ‘Princess Madeleine has not received any of the Riksdag’s 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.
‘Since the new business is private and is not connected to the Princess’s position in the Royal House, the Princess will use the name Madeleine Bernadotte in business contexts.’
The princess received dozens of comments from adoring friends and fans offering their congratulations.
Princess Märtha Louise of Norway, who is also a business woman, commented on the post writing: ‘Congratulations! This is so amazing.’