Tina Müller, CEO of Weleda, is thrilled about this exceptional partnership: “We are excited to have developed this new skincare line with someone as dedicated as Princess Madeleine. Her passion for this topic and her entrepreneurial spirit has inspired us from the start. The range aligns perfectly with Weleda’s primary mission: providing gentle, effective, and certified natural skincare that people around the world trust.”
Müller highlights the significance of this new joint brand as an age-appropriate alternative: “Inspired by social media, children and young people today increasingly use products that are completely unsuitable for their age, containing retinol and acids. minLen has the potential to set a new trend: 100% natural skincare that provides exceptionally gentle care and reliable protection, while redefining the fun of skincare. We combine the latest scientific insights with the power of nature to create high-quality care products for the whole family.” The minLen range harnesses the natural benefits of flax flower, wild blueberry, and sea buckthorn, known for their skin-nurturing properties.
Madeleine Bernadotte and Weleda have been working intensively on this new product family since January 2024. The brand name minLen is derived from Swedish and combines “my” (min) with “soft” (len). Len is also Princess Madeleine’s nickname.
minLen will be available from September 2025, initially in Germany, Austria, Switzerland, and Sweden – additional markets will follow. Targeted distribution will take place through Weleda web shops, perfumeries, department stores, and selected beauty e-commerce platforms. The minLen product range – including face cream, shampoo & body wash, body lotion, lip balm, and body oil – will retail between approximately €10 and €35, with more products to be introduced for the 2026 season.
As part of the “The Art of Beauty & Health” summit, Madeleine Bernadotte and Weleda will officially launch their new brand minLen with a public presentation and a press conference on 28 March in Düsseldorf.