New
Skincare
Brand
minLen
Exceptional Partnership: Princess Madeleine and Weleda Launch New Skincare Brand, minLen
- The new natural, responsible multi-generational skincare brand.
- Princess Madeleine: “Weleda is the ideal partner for developing products that nurture and protect children's natural skin barrier. As a mother, I am mindful about the skincare products my family uses, making minLen a deeply personal project for me.”
- Weleda CEO Tina Müller: “At a time when even young children are reaching for their mother’s retinol cream, we are introducing an alternative the whole family can use without hesitation. We are honoured to have realised this important project with Madeleine.”
- First joint public appearance: 28 March 2025, Düsseldorf
Weleda AG, the global leader in certified natural skincare, has partnered with Princess Madeleine – under her private name, Madeleine Bernadotte – to co-develop minLen, a new natural skincare brand. This marks her entry into the beauty industry as an entrepreneur.
Through their collaboration, Madeleine Bernadotte and Weleda address a concerning social trend: children and young people are increasingly using skincare products with active ingredients unsuitable for their age. “As parents, we have a responsibility to help our children make mindful choices about skincare products,” says Madeleine Bernadotte. “I felt there was a need for a product line that not only prioritises safety but is also fun to use – made with natural ingredients, beautifully scented, and thoughtfully designed with appealing packaging for the whole family.”
The science-backed, family-friendly minLen skincare range offers exceptionally gentle, high-quality skincare, specially formulated for babies, children, and young adults. Made with natural ingredients and meeting the highest quality standards, the range has been created in close collaboration with leading experts in dermatology and natural medicine. As a mother of three, Madeleine Bernadotte understands the importance of using products specifically designed for children: “Children’s skin is delicate and requires the utmost care. That’s why Weleda is the perfect partner to create products that gently protect and strengthen their natural skin barrier.”
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.
minLen Kids & Teens – Where fun meets care
minLen – the new skincare range that brings excitement to daily routines, perfectly designed for the sensitive skin of kids and tweens. Skin-loving formulas that hydrate, soothe, and protect while strengthening the skin’s natural barrier. For skin that is soft, smooth, and radiant – simple, effective, and playful. Featuring a clean, fresh scent inspired by the purity of freshly washed linen. Made with 100% natural origin ingredients, dermatologically tested for skin tolerance, and ideal for sensitive skin.
minLen Baby – Because every little face deserves pure amazingness
Wrap your baby’s delicate skin in pure comfort with minLen, carefully formulated for the softest, most sensitive skin. Made with 100% natural origin ingredients and dermatologically tested for skin tolerance, each product nourishes, protects, and strengthens the skin barrier. From the very first day, our range hydrates, soothes, and leaves skin feeling velvety soft and cared for. Give your little one the best with 100% fragrance-free formulas designed to nurture and safeguard their skin every day.
Puremazing Baby Face Cream – Softness in Every Touch
Caress your baby’s delicate skin with a touch of gentle care. Carefully formulated with 100% natural origin ingredients, this lightweight formula easily melts into the skin, and works to moisturise, soothe, maintain and protect the skin barrier while keeping the skin velvety-smooth. Because every little face deserves pure amazingness.
Hydramazing Barrier Face Cream – Your Skin’s Superhero
Meet the superhero that makes your daily skincare routine way more exciting! With its fresh-like-linen scent and a formula packed with skin-loving ingredients, it moisturises, soothes and strengthens your skin barrier. Oh and it helps to protect against oxidative stress induced by blue light! Plus, it leaves your skin hydramazingly smooth and radiant.
Liptastic Balm – Kiss Dry Lips Goodbye
Say goodbye to dry, chapped lips and hello to silky-soft and delicious smelling lips! Whether you’re chatting or smiling, your lips feel comfy, nourished, and totally liptastic.
Glow Right Face Serum – Your Glow Bestie
Your glow bestie! This lightweight, fast-absorbing serum delivers 24-hour hydration, for skin that glows just right. It leaves your skin supple and smooth for a beautiful and radiant complexion —no greasy feeling, just glow. Bonus point: it helps to protect from blue light.
