Princess Madeleine's skincare brand, Minlen, is launching in Sweden, offering a three-step routine for children at a premium price. The line, which includes creams, cleansers, and serums, is designed for 'children, tweens, and teens.' Despite its high cost, beauty expert Kicki Norman suggests the minimalist design may not appeal to younger consumers, indicating the target market might be parents.
Princess Madeleine's Child Skincare Line Hits Swedish Market with Premium Prices
Princess Madeleine's Child Skincare Line Hits Swedish Market with Premium Prices
Princess Madeleine's children's skincare line is set to launch in the Swedish market. Purchasing the entire routine comes with a significant price tag.
– Where tweens shop, prices are not at Minlen level, says beauty expert Kicki Norman.
Princess Madeleine's skincare brand Minlen will begin selling in Sweden in mid-September.
Minlen focuses on creams, cleansers, and serums for children – or "children, tweens, and teens," as Princess Madeleine expressed during the spring launch.
– I understand those who say children shouldn't have skincare routines, but these [children] want this – it's inevitable, Princess Madeleine stated during a press conference.
Princess's Three-Step Routine for Children
According to Princess Madeleine and Minlen, "the foundation is a gentle cleanser" for children's faces, priced at 299 SEK.
Steps two and three – a serum and a face cream for 299 and 349 SEK respectively, provide "important hydration," according to Minlen.
The total cost for the three-step routine is 877 SEK.
– Really something everyone can afford, said Weleda's CEO Tina Müller during the spring launch.
The Minlen series also includes products for the very young, including a face cream for babies – "Minlen puremazing baby face cream" – for 349 SEK per jar.
Expert's Verdict: Reasonable – but Unfashionable
Kicki Norman, editor-in-chief of beauty magazine Daisy Beauty, says the pricing is not surprising, partly because natural cosmetics like Weleda's are more expensive and time-consuming to produce than, for example, Korean skincare.
However, she believes it may be difficult for Princess Madeleine to appeal to children and young people.
– If you look at trends among tweens today, the packaging should have insanely large text across the entire jar, which comes in a bright, strong color. Often, cute elements like unicorns, bows, candy, or pastries are included – in design or scent.
– Minlen's pastel jars are Scandinavian minimalist, and the scent is a more mature vanilla powdery, she says, adding that the places where today's tweens shop – such as the discount chain Normal – have a price level significantly lower than 350 SEK for a face cream.
Instead, Kicki Norman suggests that everything indicates the target audience is the children's parents, "to educate their children in gentle skincare."
– If mom is shopping – or if you're shopping with mom's money – 880 SEK for a routine is not expensive.