When Royals Go Commercial
how modern royals capitalize on their status—and when it backfires
This week, Princess Madeleine of Sweden announced a glossy new business venture: a natural skincare line called MinLen, created in partnership with the Swiss company Weleda. The announcement was carefully worded: Madeleine made it clear that this is a private business venture, and she will be using her birth name, Madeleine Bernadotte, instead of her princess title in any commercial context.
It’s safe to assume that Madeleine has glimpsed the misfortune that can befall modern royals when they enter the business world ungracefully—and has decided to do things differently.
"Our product range will officially launch at the end of the summer and as this is a private initiative, I will use my name Madeleine Bernadotte in my work with MinLen," she wrote on Instagram.
The Swedish Royal Court was quick to also explain that this decision was made with their blessing. They emphasized that since Madeleine doesn’t receive government funding and only carries out official engagements at the King's request, her business activity is compatible with her royal status.
The Court even pointed out that Madeleine had previously used her birth name when she published the 2019 children’s book Stella och hemligheten (Stella and the Secret), which supported her work with the World Childhood Foundation.
So why the distinction? Why not trade more blatantly on the cachet of a royal title? From Meghan to Märtha Louise to Prince Edward, let’s see how Madeleine’s new venture compares to other royals who have stepped into the business world—with decidedly less delicate handling.
Princess Märtha Louise of Norway: Mixing Business and Title
Let’s start with Princess Märtha Louise of Norway, whose commercial path has been unconventional—and controversial. Märtha Louise, the eldest child of King Harald V and Queen Sonja of Norway, has long been involved in spiritual and alternative healing practices.
She gave up her “Royal Highness” style and her royal allowance in 2002, allowing her to pursue a private career while retaining her title, and quickly leaned into the spiritual and metaphysical.