Princess Madeleine drops royal title for commercial brand, built career after 2019 slim-down

After King Carl Gustaf's 2019 slim-down of the Swedish royal family removed duties from several grandchildren, Princess Madeleine, 44, became creator and producer of the children's animated series Hidden Islands on SkyShowtime and launched the MinLen skincare brand with Weleda, on sale since early September 2025. She operates MinLen under the name Madeleine Bernadotte, not her royal title. She told Vogue Scandinavia she was "always kind of struggling" in her royal role.