Princess Madeleine might be the least controversial royal these days, but her skincare line raised many eyebrows when it was first released in 2025. The Swedish princess faced controversy for using her royal status to promote a business, when she was really just trying to solve a problem. “I noticed a worrying trend,” she said in an interview with Point de Vue magazine. “If you go to a cosmetics store in the afternoon, you will often see very young girls shopping alone,” the princess noted, saying that young girls were shopping for skincare that was not formulated—and potentially dangerous—for their youthful skin. “They are attracted by brands seen on social networks.”
“As a mother, I had trouble finding appropriate care products for my children, that is, natural, safe and appropriate to their growing skin,” Princess Madeleine said, before revealing that her ultimate inspiration is her own daughter, Princess Leonore. Princess Leonore told her mother that “she no longer wanted to use products with the words "baby" on them,” but Princess Madeleine struggled to find an alternative. “Finding an intermediate product, designed for younger, more mature but still sensitive skin, proved surprisingly difficult.”
