Arlesheim/Stockholm, 24 March 2025
Weleda AG, the worldwide chief in licensed pure skincare and anthroposophic medicines, has partnered with Princess Madeleine below her non-public title, Madeleine Bernadotte to co-develop minLen, a brand new pure skincare model. This marks her entry into the wonder trade as an entrepreneur.
By their collaboration, Madeleine Bernadotte and Weleda deal with a regarding social development: kids and younger persons are more and more utilizing skincare merchandise with energetic components unsuitable for his or her age. “As dad and mom, we now have a duty to assist our youngsters make aware selections about skincare merchandise,” says Madeleine Bernadotte. “I felt there was a necessity for a product line that not solely prioritises security however can be enjoyable to make use of made with pure components, superbly scented, and thoughtfully designed with interesting packaging for the entire household.”
The science-backed, family-friendly minLen skincare vary gives exceptionally light, high-quality skincare, specifically formulated for infants, kids, and younger adults. Made with pure components and assembly the best high quality requirements, the vary has been created in shut collaboration with main specialists in dermatology and pure medication. As a mom of three, Madeleine Bernadotte understands the significance of utilizing merchandise particularly designed for kids: “Youngsters’s pores and skin is delicate and requires the utmost care. That is why Weleda is the proper associate to create merchandise that lightly shield and strengthen their pure pores and skin barrier.”
Tina Müller, CEO of Weleda, is thrilled about this distinctive partnership: “We’re excited to have developed this new skincare line with somebody as devoted as Princess Madeleine. Her ardour for this subject and her entrepreneurial spirit has impressed us from the beginning. The vary aligns completely with Weleda’s major mission: offering light, efficient, and authorized pure skincare that individuals all over the world belief.”
Müller highlights the importance of this new joint model as an age-appropriate various: “Impressed by social media, kids and younger individuals right this moment more and more use merchandise which can be fully unsuitable for his or her age, containing retinol and acids. minLen has the potential to set a brand new development: 100% pure skincare that gives exceptionally light care and dependable safety, whereas redefining the enjoyable of skincare. We mix the newest scientific insights with the ability of nature to create high-quality care merchandise for the entire household.” The minLen vary harnesses the pure advantages of flax flower, wild blueberry, and sea buckthorn, recognized for his or her skin-nurturing properties.
Madeleine Bernadotte and Weleda have been working intensively on this new product household since January 2024. The model title minLen is derived from Swedish and combines “my” (min) with “tender” (len). Len can be Princess Madeleine’s nickname.
minLen can be out there from September 2025, initially in Germany, Austria, Switzerland, and Sweden extra markets will observe. Focused distribution will happen via Weleda internet retailers, perfumeries, flagship shops, chosen e-commerce platforms, and pharmacies in Sweden. The minLen product vary together with face cream, shampoo & physique wash, physique lotion, lip balm, and physique oil will retail between roughly 10 and 30, with sunscreen merchandise to be launched for the 2026 season.
As a part of the “The Artwork of Magnificence & Well being” summit, Madeleine Bernadotte and Weleda will formally launch their new model minLen with a public presentation and a press convention on 28 March in Düsseldorf.
About Weleda
Weleda AG is a Swiss public restricted firm with its headquarters in Arlesheim close to Basel. Weleda is represented in over 50 nations and employs round 2,500 individuals. Weleda is the world’s main producer of licensed pure cosmetics and anthroposophic prescription drugs. Weleda runs six gardens of its personal utilizing biodynamic cultivation strategies and is especially dedicated to biodiversity and wholesome soils. Weleda is a licensed B Corp.
Extra details about the Weleda Group may be discovered at www.weleda.com
Please notice that we are going to deal with questions concerning the collaboration solely throughout the press convention on 28 March 2025.
Contact Data
Yvonne Samaritani
Weleda AG
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