Weleda has developed a natural multi-generational skincare brand with Princess Madeleine of Sweden. The MinLen skincare line includes products for babies, children and young adults and stands for particularly gentle skincare with face cream, shampoo, shower gel, body lotion, lip care and body oil. The natural cosmetics products will be available in Germany, Austria, Switzerland and Sweden from September, and other markets may be added. MinLen is derived from Swedish and is a combination of “my” (min) and “soft” (Len). Len is also Princess Madeleine's pet name. The launch of the brand also marks the Princess's entry into the beauty industry as an entrepreneur under her real name Madeleine Bernadotte.

Royal cream magic

Experts in dermatology and natural medicine contributed to the series. “Parents have a responsibility to help children make informed choices about skincare products,” says Princess Madeleine. “I felt the need to create a product line that not only prioritizes safety, but is also fun to use - with natural ingredients, a pleasant scent and thoughtful packaging.” As a mother of three children, she wants to counter the social media trend of more and more children and young people using cosmetic products that are not suitable for them at a very early age because they contain retinol or acids, for example. "Our children's skin is very sensitive. We have to treat them with the utmost care," says Madeleine Bernadotte.

Royal Weleda Gardens

Weleda is the right partner to develop products that strengthen the natural protective barrier of children's skin. The Swiss public limited company is the global market leader for natural cosmetics and anthroposophic medicines. “The new line fits perfectly with Weleda's mission: to develop gentle, effective and certified natural cosmetics,” says CEO Tina Müller. “We are delighted that we were able to develop the new skincare range with a personality like Princess Madeleine.” The MinLen products contain Swedish medicinal plants such as linseed, wild bilberry and sea buckthorn. Weleda itself operates six gardens according to biodynamic cultivation methods.

Source: Weleda