Princess Madeleine had barely pressed publish on Instagram before the post about her new skincare launch took off.
And it did so big time.
The post has been reported to both the Advertising Ombudsman and the Consumer Agency, as it is considered to be an advertisement.
"Not surprised"
Madeleine has been clear that she will not use her princess title in matters concerning the company, and some believe that this is just a step into the future for the royal house.
Critics, on the other hand, have a different view.
Overall, I think it's problematic, says Johan T Lindwall, editor-in-chief of Svensk Damtidning and royal expert.
This goes against how the rules have looked for years. The King, who makes the decisions, has been consistent. When Daniel married Victoria, he had to give up his business ventures. But I'm not surprised, it's Madeleine we're talking about and she has always gone her own way.
Johan T Lindwall believes that the skincare company will be associated with the royal house whether Madeleine uses her princess title or not.
You have to ask yourself "what is the royal house?" Is it supposed to be a commercial business? In that case, the King could sell cars. Royals should engage in charity and organizations. The royal house is not a commercial institution and has never been.
Advantages and disadvantages
Brand expert Niklas Turner Olovzon believes that Princess Madeleine's new company will get a significant boost from the fact that it's her who's fronting it.
Of course, it's a major advantage, especially in the launch phase. It has already generated a lot of writing and PR, and it wouldn't have done so if it weren't for the name, he says.
The skincare market is in many ways saturated, with a plethora of brands to choose from, and Turner Olovzon says that Princess Madeleine must expect a tougher scrutiny than her competitors.
With the advantages come disadvantages. It's a natural law. The products will be scrutinized harder. If something goes wrong with a product, it will be a media frenzy, kind of like it is for Bianca Ingrosso and her company.
The royal court has stated in a press release that Princess Madeleine's position as a member of the royal family can be combined with this entrepreneurship.
It was on Monday that Princess Madeleine announced that she is starting a company in the beauty industry.
The Princess, who in business contexts uses the name Madeleine Bernadotte, is launching the brand Minlen in collaboration with the Swiss beauty company Weleda.
