Princess Madeleine about the criticism: « I am who I am »

The criticism is partly about combining entrepreneurship with being a royal and partly that the post that the princess posted on Instagram about her new company was not labeled as advertising.

The National Marshal’s Office makes the assessment that the business operations can be combined with Princess Madeleine’s position as royal highness, the royal house has previously announced.

On Friday, Princess Madeleine attended a press conference during a beauty fair in Düsseldorf, together with Weleda’s CEO Tina Müller. She then got a question about whether the brand is linked to the royal house.

« Since this is a private initiative, I go by the name Madeleine Bernadotte, » replied Princess Madeleine.

Another question, from Aftonbladet, was about it is difficult to distinguish the roles between royal and private.

« First of all, I’m who I am, I understand that you are talking about me as a princess, » she replied.

– But it is Madeleine Bernadotte who created this brand. A couple of years ago, a decision was made that I should not have so many official assignments anymore. I don’t see that there is a problem in balance it.

Part of the criticism Moves the collaboration with Weleda, which describes themselves as « world -leading manufacturer of holistic natural cosmetics and and anthroposophical drugs ».

On Friday, the princess also got the question of how she looks at the connection to anthroposophy. That question was instead answered by Weleda’s CEO, Tina Müller, who said that anthroposophy « plays a role in the form of there is a harmony with people and nature ».

Princess Madeleine is not the only one in the Swedish royal family who started a company. In 2012, Prince Carl Philip – under the name Carl Philip Bernadotte – started the designer company Bernadotte and Kylberg together with Oscar Kylberg.