Frida Persson, Managing Director of Weleda Nordic, explains the new brand’s reason for being, her view on the rise of skinimalism, and what else the end consumers are looking for now.

Created by one of the most prominent Swedes, Madeleine Bernadotte, in collaboration with Weleda, minLen offers products that hydrate, strengthen, and protect the skin barrier.

– The brand born out of care and the realisation of the need for gentle and natural skincare for young skin, Frida Persson explains. With a focus on establishing a safe and healthy skincare routine from the start, we aim to be a modern alternative for young individuals and sensitive skin. A brand for the entire family.

The brand launched in Sweden, Germany, Switzerland, and Austria in early September, celebrated with special events in all countries, and with overwhelmingly positive consumer response. Favourite products across markets? The Liptastic Balm and the Hydramazing Barrier Face Cream.

– In Sweden, we recently entered Åhléns, the country’s largest department store, ensuring nationwide distribution. Looking ahead, we are planning to expand into Norway and Denmark during the first half of 2026. And there will be more European countries launching next year. 

– minLen has had a fantastic start, but we know that this is just the beginning; the work has begun, and there is much to do and exciting things to come.

And what are end consumers looking for now?

– They’re increasingly prioritising transparency, sustainability, and personalisation. They are looking for brands that align with their values, particularly in terms of environmental impact and ethical practices. Clean and natural beauty continues to be a dominant trend, with consumers scrutinising ingredient lists and seeking products free from harmful chemicals. 

– Additionally, there is a trend that more and more young people have an interest in skincare and use products that are not always suitable for their sensitive skin. That is where we see that we can play a role, offering gentle products for the whole family. 

Expanded distribution and available in more countries, what else are you looking at?

– Expanding the product range to address more specific consumer needs while staying true to our philosophy. We are exploring several formulations that align with our core: gentle, protecting, natural, and effective skin care. 

– We aim to introduce minLen to regions where demand for eco-conscious and transparent skin care is growing. This includes strengthening our presence in existing markets and entering new ones. We are also investing in digital platforms to enhance consumer engagement and build connections with our audience. We aim to make minLen a trusted name in natural sustainable skincare.

Persson now also monitors the rise of skinimalism closely.

– It’s one of the most significant shifts in the skincare industry, where consumers are moving away from complex, multi-step routines in favour of simpler solutions. This trend is closely tied to the demand for transparency and clean beauty. 

– We also see the increasing importance of authenticity and diversity in product offerings and marketing campaigns. Brands that embrace these values are resonating more strongly with consumers. Additionally, the integration of technology is transforming the way consumers interact with products, as consumers rely heavily on online reviews, social media, and brand storytelling to make purchasing decisions.

Sustainability, she continues, remains a cornerstone, with brands innovating in areas like refillable packaging, carbon-neutral production, and ethical sourcing. 

– As consumer expectations evolve, it is crucial for brands, suppliers, and retailers to work together to create solutions that are innovative and environmentally responsible, says Persson. The skincare industry can lead by example in addressing challenges such as climate change, biodiversity loss, and social equity. At Weleda, we are committed to sustainable practices, from sourcing organic and biodynamic ingredients to ensuring ethical production processes and creating packaging solutions that minimise environmental impact.