Princess Madeleine of Sweden is dropping her royal name – but only for a new business venture.

The princess, who is ninth in line to the Swedish throne, will launch a new skincare range in the summer. And as she made the announcement she confirmed that for this commercial role, she will use the name of Madeleine Bernadotte.

The 42 year old is working with Weleda on the skincare which will be called ”MinLen”.

It will launch at the end of the summer and Princess Madeleine says it will be the ”first  natural, responsible, multi-generational skincare brand in Europe — created with the needs of both young and growing families in mind.”

The announcement was made on her official Instagram page with MinLen’s logo above the tagline ‘Madeleine x Weleda’.

The firm confirmed the new products at the same time on their own social media, describing the products as a ”collaboration created with heart and vision” with Princess Madeleine.

Madeleine recently moved back to Sweden with her husband, Chris O’Neill, and their three children. Bernadotte is the surname given to members of the Swedish royal family.

It appears that Princess Madeleine is looking to avoid the controversies that have beset other royals in recent times when their titles have appeared to mix with business matters.