The criticism concerns both whether entrepreneurship can be combined with being a member of the royal family, and whether the post that Princess Madeleine uploaded to Instagram about her new company was not marked as an advertisement.
The Marshal of the Realm's office has assessed that entrepreneurial activities can be combined with Princess Madeleine's position as a member of the royal family, as previously announced by the royal court.
Can be balanced
On Friday, Princess Madeleine participated in a press conference during a beauty fair in Düsseldorf, together with Weleda's CEO Tina Müller. She was then asked whether the brand is linked to the royal family.
Since this is a private initiative, I am going under the name Madeleine Bernadotte, replied Princess Madeleine.
Another question, from Aftonbladet, concerned whether it is difficult to separate the roles between royal and private.
First of all, I am who I am, I understand that people talk about me as a princess, replied she.
But it is Madeleine Bernadotte who has created this brand. A few years ago, a decision was made that I should not have so many official assignments anymore. I do not see that there is a problem in balancing this.
Anthroposophic connection
Part of the criticism concerns the collaboration with Weleda, which describes itself as "world-leading manufacturer of holistic natural cosmetics and anthroposophic medicines".
On Friday, Princess Madeleine was also asked how she views the connection to anthroposophy. That question was answered instead by Weleda's CEO, Tina Müller, who said that anthroposophy "plays a role in the form of harmony between humans and nature".
Princess Madeleine is not the only one in the Swedish royal family who has started a company. In 2012, Prince Carl Philip – under the name Carl Philip Bernadotte – started the design company Bernadotte and Kylberg together with Oscar Kylberg.
