Princess Madeleine of Sweden has announced a new business venture and introduced a natural skincare line called 'MinLen', which will officially launch at the end of the summer - but her royal title will not be used.

Madeleine, 42, noted that because it is a "private initiative," instead she will be using her name Madeleine Bernadotte in her new business initiative.

On a post on Instagram, the princess wrote: "I’m excited to share that I’m launching 'MinLen' a natural skincare line, developed in collaboration with Weleda, a global leader in certified natural skincare. MinLen is the first natural, responsible, multi-generational skincare brand in Europe — created with the needs of both young and growing families in mind."

On Monday, the Swedish Royal House issued a press release about Madeleine's new business, revealing (translated to English) that "the decision to start the company has been made in dialogue with the Royal Court," and that the "Office of the Marshal of the Realm has assessed that this private business activity can be combined with Princess Madeleine's position as Royal Highness."

They added that "Since the new business is private and is not connected to the Princess's position in the Royal House, the Princess will use the name Madeleine Bernadotte in business contexts".

Madeleine, who is currently ninth in line to the Swedish throne, is the youngest of King Carl XVI Gustaf and Queen Silvia's children.

The Princess, along with her husband Christopher O'Neill and their three children, Princess Leonore, 11, Prince Nicolas, 9, and Princess Adrienne, 7, relocated to Stockholm, Sweden last year from Florida, US.

Fans on social media have rushed to congratulate the princess. One Instagram user wrote [translated]: "Congratulations! This is so amazing." Another wrote: "So exciting and fun!!"

A few, however, were tentative about the new launch. One wrote: "The monarchy in Sweden is an obligation and professional role, not a glamorous title."