Princess Madeleine, Chris O'Neill & Family, General News Part 4: February 2021 - April 2025

[Stefan]

Let me make it clear I'm not having a dig at Madeline solely. I'm just a bit fed up of royals going into business - all different royals including CP, including others. I always thought Madeleine's return to Sweden would see her take on more with Childhood etc, not starting her own skincare brand.

Perhaps I am just old fashioned and believe that being royal should be about public service, at the moment it seems every royal is out touting for their next big business venture. But tbf I like Madeleine so I hope she succeeds in it, it just isn't what I was expecting.

i think this is the consequence when there are fewer royals who officially represent the Royal House and get an appanage are wanted

 

[LadyFinn]

There has been mixed reactions here in Sweden as well… But according to The King’s decision from 2019, It is The King and The Crown Princess who together with The Queen and Prince Daniel that is Sweden’s foremost representants within the country and towards other states. When Princess Estelle has reached adulthood she is also expected to represent Sweden on a stately level.

Prince Carl Philip and Princess Sofia works with their own charities and patronages, as does Princess Madeleine (who has far fewer than her brother)

Yes, Madeleine has only a couple patronages. Carl Philip and Sofia have their own Foundation and also Project Playground + Carl Philip is the patron of about 15 charities. Unlike Victoria and Daniel + Carl Philip and Sofia, Madeleine didn't start her own Foundation, so I thought she would work full time at the World Childhood Foundation especially now when she moved back to Sweden.

At Swedish press:
On Monday, the royal family and Princess Madeleine announced that she will launch her own skincare brand, Minlen, together with Weleda. This was announced via a press release and on Princess Madeleine's Instagram, in a post where Weleda is tagged but is marked as an advert. This may violate the law.
"When companies, including influencers, market a product or service, it must be clearly stated that it is advertising. Hidden marketing is prohibited. If marketing is mixed with other information, the requirement for clarity is particularly high because it can then be difficult to distinguish what is marketing," the Swedish Consumer Agency writes on its website.

Prinsessan Madeleines lansering kan bryta mot marknadsföringslagen

När prinsessan Madeleine meddelade att hon kommer lansera ett eget varumärke gjorde hon det på Instagram – men reklammärkte inte inlägget. Det kan bryta mot lagen.

www.resume.se

Princess Madeleine will sell skin care products together with a controversial company – which is skeptical of vaccinations.

Kontroversiella företaget bakom prinsessan Madeleines hudvård

Prinsessan Madeleine ska sälja hudvårdsprodukter tillsammans med Weleda. Företaget är nära förknippat med antroposofisk medicin. En vårdinriktning känd för sin skepsis mot vaccinationer.

www.aftonbladet.se

The professor about the princess's new collaboration: "Selling scam products"

Professorn kritiserar Weleda – efter prinsessans hudvård

Menar att företagets produkter kan förvärra sjukdom • ”Inte ett seriöst företag”

www.tv4.se

Svensk Damtidning's editor-in-chief Johan T Lindwall spoke about Madeleine's new venture at Efter fem on TV4.
- I was both surprised and not surprised. Madeleine goes her own way and that is well known.
But being royal and at the same time launching a skincare brand is something that can be easier said than done. Although it could be problematic, Lindwall believes that it could go well for the brand.
- This could be problematic. Everyone knows that it is Madeleine who will release these skincare products and there will be a huge demand. Even if Madeleine would not use the princess title, everyone knows that this is Princess Madeleine of Sweden. I think she will be very successful and you can only congratulate her. But I don't think the king has approved this in the first place, he said on TV4.

Johan T Lindwall om prinsessan Madeleines satsning: "Problematiskt"

I Efter fem på TV4 uttalade sig Svensk Damtidnings chefredaktör Johan T Lindwall om prinsessan Madeleines nya satsning.

www.svenskdam.se

 

[Somebody]

It's a worrying trend that yet another royal decides to make money of their name; not by necessarily putting in a lot of work/effort to contribute something to society but by using their fame as member of a royal family to sell stuff (or in general 'make money').

 

[Mbruno]

i think this is the consequence when there are fewer royals who officially represent the Royal House and get an appanage are wanted

Since Princess Madeleine will not be supported by the state (as her older sister who will be the Queen), I suppose it is fair that she should be allowed to run a business and earn her own money.

A skincare brand may not look exactly "royal", but, in a way, it is better for her to sell skincare products than to be involved with a business where she could potentially benefit from government connections and raise conflicts of interest (for example, if she worked in the financial sector or in industry, or even more so, in NGOs). Going private doesn't prevent her either from doing occasional part-time royal work, as her brother and sister-in-law do, and be reimbursed for that, when appropriate.

I just think that, if Madeleine is going private, she and Chris should also get their own home and leave the Royal Mews.

 

[Blog Real]

It's a worrying trend that yet another royal decides to make money of their name; not by necessarily putting in a lot of work/effort to contribute something to society but by using their fame as member of a royal family to sell stuff (or in general 'make money').

True. But this could only be resolved if the European royal houses implemented a plan for the siblings of monarchs and future monarchs.

 

[Mbruno]

It's a worrying trend that yet another royal decides to make money of their name; not by necessarily putting in a lot of work/effort to contribute something to society but by using their fame as member of a royal family to sell stuff (or in general 'make money').

In the past, the alternative for a princess like Madeleine would be basically restricted to marrying a foreign royal (in Sweden, in particular, the law used to bar princesses from marrying non-royal Swedes, even noblemen, or else they would lose their HRH status).

For junior princes, on the other hand, not necessarily in Sweden specifically, but in Europe in general, the alternatives were normally a career in the military and/ or running a landed estate (i.e., the typical occupations of an aristocrat). I suppose that running a business that sells goods directly to consumers was seen as "bourgeois" (or "burgeois" in alternative US spelling) and unsuitable for a prince. Note that junior princes in the past, regardless of having a career or not, would usually get a stipend from the King anyway, so they really didn't need to make much money.

Things are different now because both junior princes and princesses are increasingly expected to support themselves and foreign royal marriages are no longer a common option for princesses in particular.

I suppose that, whatever private business a prince or princess gets into, he or she will be accused of taking advantage of his or her name/ celebrity, so they are not in an easy spot.

 

[Somebody]

True. But this could only be resolved if the European royal houses implemented a plan for the siblings of monarchs and future monarchs.

There are plenty of career opportunities that are not based on earning money purely based on your name. Most people in this world don't live off their name but have a regular job. Especially, with the network that the royals have, it shouldn't be too hard to find a proper job instead of selling products/yourself. Of course, there are some limitations in terms of what they can do but I do think the opportunities (connections, money, education) greatly outweigh them.

 

[tommy100]

I was thinking before, didn't the Royal Court state not all that long ago that they needed more money to allow the King to do all the duties he needs to? If so I wonder if this is a bit of a "well we can't afford for Madeleine to take on public duties anyway" situation.

 

[Blog Real]

There are plenty of career opportunities that are not based on earning money purely based on your name. Most people in this world don't live off their name but have a regular job. Especially, with the network that the royals have, it shouldn't be too hard to find a proper job instead of selling products/yourself. Of course, there are some limitations in terms of what they can do but I do think the opportunities (connections, money, education) greatly outweigh them.

I think the jobs that Infanta Elena and Infanta Cristina of Spain have at the moment are the ones that best suit their status as sisters of the King or future King. I can't imagine Infanta Sofia having business like that of Princess Madeleine.

 

[Silverpot]

I think it's ok, she needs to make a living and these products seem mostly harmless.
I do wonder though what the "collaboration" consists of, is Madeleine suddenly becoming a chemist, concocting face cream?
She should be telling it as it is, she's to be a marketing tool for Weleda. Congrats to them

 

[Countessmeout]

Monarchies don't need an army of working royals, nor can many of them support it.

If the people want the royals to 'devote their life to service' are they willing to fund every single royal? Sorry but you can't have it both ways. Royals have houses, children, employees etc to pay, charity work doesn't pay the bills. If no royal funding, they need money from some where.

We talk about royals and college etc. Why bother with college if they are not going to pursue a career outside royal life? They can have a career, and also support a number of charities along the way.

Look at Beatrice and Eugenie. They both have full time jobs and yet have as many patronages as Kate did until recently. You can serve your country as a royal and still have a private life including work.

 

[Tatiana Maria]

As a friendly reminder, there is a thread for general discussion (involving any and all royal families) of the topic of royals earning a living.

Earning a living as a non-full time royal

I'd love to one day see a royal working as a teacher of a doctor or similar. But I'd guess in this day and age it would be too risky - people sending their kids to their school or practice just to see teh royal.

www.theroyalforums.com

 

[BriarRose]

I think this is something that can't be avoided- adult children of the monarch going into business. Whether it's good or bad, at the end of the day the people of Sweden do not have to buy Madeleine’s skincare line. Personally, I have no issue with royal siblings being full time working royals for life (in fact, I think it works best for all involved) but that is not going to happen anymore.

I’ve said it before about other royal siblings and I’ll say it again for Madeleine- they lost all privacy from the moment of birth, and have had to contend with every mistake they make in life being in every tabloid and joked about on TV. To say nothing of the lies that are printed about them as teens and young adults.

The blatant truth is that their parents and their royal houses absolutely used them for good PR from birth to age 22. It has always been disingenuous to me that we expect people raised like this to suddenly find employment behind a desk in a dusty office, hidden from the world, unless that is where their personal passion lies. Even working for a non profit brings issues and conflicts in the modern world. Though I think it’s obviously best that Madeleine isn’t using her title at work, we all know she is HRH Princess Madeleine. And we all know that her father the King isn’t selling the skincare line.

 

[Mbruno]

I think this is something that can't be avoided- adult children of the monarch going into business. Whether it's good or bad, at the end of the day the people of Sweden do not have to buy Madeleine’s skincare line. Personally, I have no issue with royal siblings being full time working royals for life (in fact, I think it works best for all involved) but that is not going to happen anymore.

I’ve said it before about other royal siblings and I’ll say it again for Madeleine- they lost all privacy from the moment of birth, and have had to contend with every mistake they make in life being in every tabloid and joked about on TV. To say nothing of the lies that are printed about them as teens and young adults.

The blatant truth is that their parents and their royal houses absolutely used them for good PR from birth to age 22. It has always been disingenuous to me that we expect people raised like this to suddenly find employment behind a desk in a dusty office, hidden from the world, unless that is where their personal passion lies. Even working for a non profit brings issues and conflicts in the modern world. Though I think it’s obviously best that Madeleine isn’t using her title at work, we all know she is HRH Princess Madeleine. And we all know that her father the King isn’t selling the skincare line.

As I said, I think that working for a nonprofit can raise more politically sensitive issues than running a line of consumer goods.

Nonprofits are often involved in areas that are political in nature (education and literacy, healthcare access, poverty and hunger, women's rights, immigrant and asylum seeker rights, minorities rights, war veterans, gender identity issues, etc.). So being active in those areas often implies siding with certain political parties or, at least, certain sets of choices in government policies over others, which is problematic for members of royal families.

Besides, nonprofits often rely on government connections to get access to funding and other opportunities, especially in countries where there isn't much private funding for philanthropy, which is the case in fact in most countries other than the US (as, in other countries, people generally agree that it is the responsibility of the government/ the public sector to care for vulnerable people). In fact, even in the US, we see how elected politicians often accuse their predecessors of channeling public money to nonprofits that had political connections with previous administrations and so on. For a royal, who normally has direct access, if he or she wishes, to the prime minister or the government, the probability of a conflict arising when he or she is in charge of a nonprofit is very high in my opinion.

Note that this is a different situation from being simply an unpaid patron of a charity, as many working royals are, which is a far more removed and mostly honorific position only.

 

[tommy100]

Out of interest what would be the likely reaction of it was announced Madeleine was going to be paid a salary from Childhood? or took on a paid role at a non-profit?

 

[fabaunty]

As a GB citizen , I can only comment that I applaud the way both the Dutch and Swedish Royal families have negotiated the financial support/ future of junior members of their respective Royal Houses . The announcement of Madeleine's future, listing her as Madeleine Bernadotte is not only appropriate, but following that of her brother is expected . Unfortunately here in GB we have no legal control over such matters .

 

[LadyFinn]

Now Madeleine has been reported – she may have broken the law, as her post in her Instagram was not marked as advertising.
– It cannot be ignored that it is a collaboration that is somehow launched on social media, and on an account with many followers who will probably perceive it as some form of marketing, says Karin Crafoord, partner at Groth & Co, who believes that it is a matter of judgment.
The purpose of the post was not to market the products, writes the Director of the Information Department Margareta Thorgren in an email to TV4 News:
“Princess Madeleine will use other social media channels regarding her business activities and of course follow the law and order. The purpose of the post on Monday was to inform about an upcoming new business, not to do marketing. If that has been perceived, it will not be repeated in the future”.

Prinsessan Madeleines lansering kan bryta mot lagen

Prinsessan Madeleines inlägg har anmälts flera gånger – hon kan ha brutit mot lagen

www.tv4.se

 

[maria-olivia]

There is another Madeleine Bernadotte who is still living !

 

[Duke of Marmalade]

I just think that, if Madeleine is going private, she and Chris should also get their own home and leave the Royal Mews.

They don't pay any rent there, do they? If not, its not a good combination to work on one hand but freeload on the housing on the other.

 

[Marengo]

Isn´t this the cheaper option, even for the King? If they bought their own hous ethey would have to construct all sorts of security arrangements which are already in place on the estate.

 

[Countessmeout]

At what point was it said Maeline is giving up charity and going totally private? Love double standards that men like CP never face this criticism.

They don't pay any rent there, do they? If not, its not a good combination to work on one hand but freeload on the housing on the other.

 

[Duke of Marmalade]

At what point was it said Maeline is giving up charity and going totally private? Love double standards that men like CP never face this criticism.

Maybe I am wrong but I always thought that Villa Solbacken is private property of CP and not state funded. I'm not for double standards at all, I think her skin care regime is no different that his designs, but I was not aware that CP lives on state owned property. If he or any other royal makes money he or she should pay their own rent or own their own house. Usually royals like CP get paid for the royal work they do, almost like a job.

 

[Hans-Rickard]

Isn´t this the cheaper option, even for the King? If they bought their own hous ethey would have to construct all sorts of security arrangements which are already in place on the estate.

That is true. Stockholm does not have plenty of estates where all the neccessary security arrengements to house members of the royal family is in place… So if Madeleine and Chris would buy their own house, all the neccessary security arrangements would likely have to be done from scratch…

Personally i don’t see any problem with them living in an apartment at the Royal Mews, despite her not being a working royal… Several former staff members of the royal household lives in the same building as well… I personally knows one of them…

 

[Silverpot]

At what point was it said Maeline is giving up charity and going totally private? Love double standards that men like CP never face this criticism.

Carl Philip lives on his own private property.

Maybe I am wrong but I always thought that Villa Solbacken is private property of CP and not state funded. I'm not for double standards at all, I think her skin care regime is no different that his designs, but I was not aware that CP lives on state owned property. If he or any other royal makes money he or she should pay their own rent or own their own house. Usually royals like CP get paid for the royal work they do, almost like a job.

That's right, he has his own properties.
I do think though, that there is a difference in Carl Philip's and Madeleine's businesses. Carl Philip is a designer who sells his own stuff, Madeleine will not be involved in the actual production or development of her company's products, as far as I've understood it, she will only be the brand's face out to the market.

 

[tommy100]

One of CP's homes was left to him by Prince Bertil and Princess Lilian wasn't it?
Given how many houses the King is said to have control over I am surprised they can't find a house on one of the royal estates for Madeleine.

 

[LadyFinn]

Maybe I am wrong but I always thought that Villa Solbacken is private property of CP and not state funded. I'm not for double standards at all, I think her skin care regime is no different that his designs, but I was not aware that CP lives on state owned property. If he or any other royal makes money he or she should pay their own rent or own their own house. Usually royals like CP get paid for the royal work they do, almost like a job.

Carl Philip lives on his own private property.


That's right, he has his own properties.
I do think though, that there is a difference in Carl Philip's and Madeleine's businesses. Carl Philip is a designer who sells his own stuff, Madeleine will not be involved in the actual production or development of her company's products, as far as I've understood it, she will only be the brand's face out to the market.

When Prince Bertil died in 1997, he left Villa Solbacken to Carl Philip with the provision that princess Lilian be allowed to remain there for the rest of her life. Princess Lilian passed away in 2013. Carl Philip and Sofia moved to Villa Solbacken in June 2017 after a very large renovation. The renovation was paid by Carl Philip and Sofia, as it is a private property.

Yes, to me there is also a difference in Carl Philip and Madeleine's businesses, because of Carl Philip's education and having an own business with Oscar Kylberg.
Between 2004 and 2006, Carl Philip completed two years of full-time studies in graphic design at Forsberg School for trainee graphic designers, designers and art directors. In 2006, he continued his design studies in the United States, including an internship at the National Geographic Society in Washington DC. He exhibited photographic works together with photographer Mattias Klum. In spring 2007, he continued his studies at the Rhode Island School of Design in the US.
Carl Philip and Oscar Kylberg founded Bernadotte & Kylberg in 2012.

Personally i don’t see any problem with them living in an apartment at the Royal Mews, despite her not being a working royal… Several former staff members of the royal household lives in the same building as well… I personally knows one of them…

But the former staff members of the Royal Household pay rent, unlike Madeleine and Chris, whose apartment has been renovated with big costs with taxpayers' money.

 

[Hannelore]

Being the face of Weleda (which is basically what this collab comes down to, Madeleine is no chemist or brand developer) is something that suits Madeleine. I just think she should give up her title alltogether if she wants to do this, and stop all work related to the crown. Just choose what you want. In a way I'm glad the new generation slims down their royal houses to avoid situations like these that can go sour very easily. I'm sure Victoria will go down that line too once she's queen of Sweden.

 

[LadyFinn]

Being the face of Weleda (which is basically what this collab comes down to, Madeleine is no chemist or brand developer) is something that suits Madeleine. I just think she should give up her title alltogether if she wants to do this, and stop all work related to the crown. Just choose what you want. In a way I'm glad the new generation slims down their royal houses to avoid situations like these that can go sour very easily. I'm sure Victoria will go down that line too once she's queen of Sweden.

At Madeleine's page at the Royal House website it is written:
HRH Princess Madeleine's public programme is limited. The Princess is involved in a number of foundations. In addition, Her Royal Highness carries out engagements as determined by HM The King.
When the opportunity arises, Princess Madeleine attends celebrations within the Royal House as well as other events as determined by HM The King.

We will see how things are going to look when the MinLen is launched, in what events Madeleine will participate in.

MinLen's Instagram:

Login • Instagram

Welcome back to Instagram. Sign in to check out what your friends, family & interests have been capturing & sharing around the world.

www.instagram.com

 

[iceflower]

The Weleda company has released some photos of Madeleine visiting the company in Arlesheim, Switzerland:

https://twitter.com/x/status/1905401322842583194

 

[LadyFinn]

First joint public appearance on March 28, 2025 in Düsseldorf

Prinzessin Madeleine & Weleda

Aussergewöhnliche Partnerschaft: Prinzessin Madeleine und Weleda bringen gemeinsam neue Multigenerationen-Marke minLen auf den Markt.

www.weleda.de

Madeleine in Düsseldorf today with Tina Müller, ceo of Weleda:

Här dyker Madeleine upp på nya jobbet – första bilderna på prinsessan

Prinsessan Madeleine inleder ett nytt kapitel i sitt liv och börjar nytt jobb – här är första bilderna.

www.svenskdam.se

Chris is there too:

Här dyker Chris upp utomlands – har lämnat i hemlighet

Chris O'Neill dyker upp i tyska Düsseldorf – redo att ge prinsessan Madeleine sitt ovillkorliga stöd.

www.svenskdam.se

Chris to Svensk Damtidning:
– I'm super proud of my wife. I'm just here to support her. I've only been to Düsseldorf four or five times before, in connection with the preparations.

Exklusivt för Svensk Dam – Chris avslöjar: ”Nu stöttar jag Madeleine!”

Chris O'Neill är på plats i tyska Düsseldorf för att stötta Madeleines nya beslut. För Svensk Damtidning berättar han om känslorna.

www.svenskdam.se

Article with video:

Prinsessans svar på hudvårdskritiken: ”Inte ett problem”

Prinsessan Madeleine startar eget hudvårdsmärke och kritiken har inte låtit vänta på sig. På en pressträff där serien lanserades gav hon svar. – Jag ser inte de

www.aftonbladet.se

Madeleine says at Aftonbladet's article:
– A couple of years ago, a decision was made that I would no longer do so many official assignments. It has opened up opportunities for me to do other things and I have been excited to try other things, such as creating my own company. I don't see it being a problem to balance both parts.