Princess Madeleine of Sweden is launching her skincare brand, Minlen, in collaboration with Weleda. Despite her insistence on operating as a private individual, the royal security team is involved in the launch event, raising questions about the use of her royal title in business ventures.
Princess Madeleine's Skincare Launch: Royal Security Involvement Sparks Debate
Princess Madeleine's Skincare Launch: Royal Security Involvement Sparks Debate
Princess Madeleine emphasizes that she is running Minlen as a private individual, preferring to be called Madeleine Bernadotte rather than a princess. However, during the launch of her skincare brand at Lyko's flagship store on Saturday, the royal security department is involved, reports Breakit.
Last spring, Princess Madeleine introduced her new venture: the skincare brand Minlen. Developed in collaboration with the Swiss beauty company Weleda, the product line is designed for multiple generations, catering to the needs of both young and growing families.
The project has faced criticism, particularly regarding the use of her royal title to market the products and the appropriateness of selling skincare to children.
"It Was Surprising"
In an interview with Dagens industri at the end of August, Madeleine addressed the criticism.
"I found it surprising that my step into the entrepreneurial world as a woman and mother wasn't viewed more positively. My intention when posting on Instagram was mainly to share the collaboration with Weleda, not to advertise," she told the newspaper, assuring that she is launching the brand as a private individual, not as a princess.
Despite Madeleine's emphasis on managing the project independently, the royal court is still involved.
Royal Involvement
When she participates in Minlen's launch event at Lyko's flagship store on Drottninggatan in central Stockholm on Saturday, the security plan has been developed in collaboration with the royal security department, according to Tom Thörnblom, Lyko's Head of Communications and IR, as reported by Breakit.
"Our staff has extensive experience handling large numbers of visitors since the opening, so we are confident that all visitors will have a great experience," he writes to the newspaper.
Expressen has contacted the royal court's Head of Information, Margareta Thorgren, who declined to comment on the royal involvement in Saturday's event.
"Regarding the royal family's security and how it is managed, we do not comment on it in the media," she says.