Princess Madeleine's Skincare Brand Launch Draws Lukewarm Interest

Princess Madeleine's skincare brand Minlen had already before the launch received criticism and the launch at beauty giant Lyko's flagship store in central Stockholm was met with lukewarm interest. Not until ten minutes before the store opened was a shorter queue formed outside the store.

The Princess, who in business contexts uses the name Madeleine Bernadotte, has started the brand Minlen in collaboration with the Swiss beauty company Weleda. Lyko is the first to sell the products.