Princess Madeleine foregoes royal titles

For an advertising campaign

Madeleine puts princess titles off

After 15 years, Madeleine from Sweden now lives in her home country. There she plunges directly into a new project that is rather unusual for a royal.

In cooperation with a Swiss natural cosmetics company, Princess Madeleine is launching its own skin care line. The 42-year-old will not use her title as a princess in this context.

From late summer, the product that Princess Madeleine developed in cooperation with Weleda will be available on the market. It bears the name “Minlen”. This is the nickname of the nobles. When the Swede recently introduced the product in Düsseldorf, she emphasized that she would deliberately do without her royal title because this was a private initiative. It therefore only uses her name Madeleine Bernadotte. However, she still uses her official Instagram profile as a princess for advertising to the product.

In an interview with RTL, the member of the Swedish royal family also reveals what their relatives said about their rather unusual project. The princess’s parents are King Carl Gustaf and Queen Silvia. For the 78-year-old and the 81-year-old, it was no problem that Madeleine is now also working as a businesswoman.

“As a family, of course, we talk about things that we do in our lives,” she told the Cologne broadcaster. She had this idea and absolutely wanted to implement it. “And they said: ‘Okay. Do it,” she recalls. She loves to work and be busy.

Madeleine has lived from Sweden in the United States for the past 15 years. In 2013 she married British-American businessman Christopher O’Neill. With the 50-year-old she has three children together. The family most recently lived in Florida. The five have been back in Sweden for around half a year.

“It’s really a good feeling to be back home,” she said to RTL. She was gone for a long time. “And it is even more important to see my children so happily in Sweden.”