Arlesheim/Stockholm (ots) –
- First natural, responsible multi-ceremony care brand on the European market
- Princess Madeleine: “Weleda is the ideal partner to develop products that preserve the protective barrier of the skin of children in the best possible way. As a mother, I pay attention to which skin care products we use in our family – this makes minls a very personal project for me.”
- Weleda-CEO Tina Müller: “In times when children are already using the retinol cream of her mother, we bring an alternative to the market that is fun and can be used by the whole family without hesitation. We are honored that we were able to realize such an important project together with Princess Madeleine.”
- First joint public appearance on March 28, 2025 in Düsseldorf
Weleda AG, world market leader for certified natural cosmetics and anthroposophical medicines, has teamed up with Princess Madeleine – under her private name Madeleine Bernadotte – to develop together, a new, natural multi -talent -skin torture brand. This is your entry into the beauty industry as an entrepreneur.
With their cooperation, Princess Madeleine and Weleda counteract a socially questionable development: More and more children and adolescents are using cosmetic products very early today – but often not the appropriate ones. “As parents, we have the responsibility to help our children make conscious decisions regarding skin care products,” says Princess Madeleine. “I had the need to create a product line that not only puts security in the foreground, but also gives joy in the application – with natural ingredients, a pleasant fragrance and a well thought -out, appealing packaging that the whole family likes.”
The Minlen care line includes products for babies, children and young adults and stands for particularly gentle skin care, maximum quality and naturalness. The scientifically sound approach is based on close cooperation with leading experts in dermatology and natural medicine. As a mother of three children, Princess Madeleine knows how important it is to use products that are specially tailored to the needs of children: “The skin of our children is very sensitive. We have to treat them with great care. That is why Weleda is the perfect partner to develop products that gently protect and strengthen the natural protective barrier of the skin of children.”
Tina Müller, CEO von Weleda, is enthusiastic about the extraordinary partnership: “We are pleased that we were able to develop the new care series together with a personality like Princess Madeleine. Your passion for the topic and her entrepreneurial spirit inspired us from the start. The new line fits perfectly with Weledas Mission: Gentle, effective and certified natural cosmetics to develop people worldwide.”
Tina Müller emphasizes the market relevance of the new joint brand: “Inspired by social media, children and adolescents are increasingly using completely unsuitable products that contain retinol and acids today. Minlen has the potential to set a new trend: 100 percent natural cosmetics that maintains, reliably protects and reliably defines fun with skin care,” says Tina Müller. “We combine the latest scientific knowledge with the power of nature to create high -quality care products for the whole family.” The natural power of the Swedish medicinal plants contains linen flower, wild blueberry and sea buckthorn in the products of Minlen.
Princess Madeleine and Weleda have been working intensively on the new product family since January 2024. The Minlen brand name is derived from Swedish and a combination of “my” (min) and “soft” (len). Len is also the nickname of Princess Madeleine.
Minlen will initially be available in Germany, Austria, Switzerland and Sweden from September 2025 – further markets can be added. The targeted sales are carried out via the Weleda web shops, perfumeries, department stores, selected e-commerce platforms, and also via pharmacies in Scandinavia. The Minlen product series – including face cream, shampoo and shower gel, body lotion, lip care and body oil – will be available at prices between around 10 and 30 euros. Sun protection products are introduced for the 2026 season.
As part of the summit “The Art of Beauty & Health”, Princess Madeleine and Weleda will present their joint new brand for the first time in Düsseldorf on March 28th.
About Weleda
Weleda AG is a Swiss stock corporation with its headquarters in Arlesheim near Basel. A total of Weleda is represented in over 50 countries and employs around 2,500 employees. Weleda is the world’s leading manufacturer of certified natural cosmetics and anthroposophical drugs. Weleda runs six of its own gardens according to biodynamic cultivation and is particularly committed to biodiversity and healthy soils. Weleda is a certified B Corp.
Information about the Weleda Group can be found at www.weleda.de / www.weleda.ch / www.weleda.at
Please note that we will answer questions about cooperation exclusively at the press conference on March 28th.
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