[5] Märtha Louise is active as a businesswoman and alternative therapist, and does not carry out official engagements on behalf of the royal house.

In May 2019, she publicly announced her romantic relationship and professional collaboration with Durek Verrett, a conspiracy theorist[8][9][10] and self-described shaman[11] who has served time in prison[12] and who has been characterized by Norwegian media and other critics as a conman.

[8][10][13][14] Verrett was included as one of "20 famous conspiracy theorists" alongside David Icke and Alex Jones in an MSN article in 2024.

[15] As part of her withdrawal into private professional life, Märtha Louise lost the style "Royal Highness" in 2002.

"[29] Norwegian media criticized King Harald V for legitimizing and endorsing the exploitation of national values and symbols for Märtha Louise's and Verrett's personal financial gain.

[30] In November 2024 Norwegian media published recordings of Verrett where he admitted to sexual assault and "sucking the cock" of his clients during shamanistic sessions, and claimed that she knew everything.

After the births of her brother's two children, Ingrid Alexandra and Sverre Magnus, Märtha Louise was relegated to fourth in line.

[35] In December 2003, she took part in Oslo Gospel Choir's Christmas concert with a solo performance, included on the companion CD album.

On 1 January 2002, Märtha Louise started her own business, in order to work with more freedom from her constitutional role as a princess.

In 2004, her first book, a children's story about the first royal family of Norway was released – Why Kings and Queens Don't Wear Crowns.

[35] She claims she can communicate with animals and angels and started her own alternative therapy center named Astarte Education, after one of the oldest goddesses in the Middle East.

[41] On 2 October 2007, Princess Märtha Louise became the first member of the Norwegian royal family to ever appear in a court of law, as she wanted to halt sales of a book entitled Martha's Angels, which used her photo on its cover without permission.

Film critic Pål Bang-Hansen stated that Märtha Louise was a "thief and hypocrite", claiming that she had stolen translated texts from his father's books.

[42] In 2007, the Princess was editor of the book Prinsesse Märtha Louises eventyrlige verden, Eventyr fra jordens hjerte, Rodinia containing 67 fairy tales from 50 countries.

In 2009, she and her Astarte Education partner Elisabeth Samnøy published Møt din skyttsengel (Meet your guardian angel), followed by Englenes hemmeligheter.

Royal correspondent Tove Taalsen questioned why Märtha Louise places such emphasis on Verrett's alleged wealth as a child, and wrote that it is out of touch with Norway's more egalitarian values.

[45] The political editor of Nettavisen Erik Stephansen criticized Märtha Louise's complaints about the coverage of her and Verrett, and wrote that she has "actively sought the spotlight with her entire family, exploited the princess title in every conceivable way – including commercially – and is now fully engaged in milking her own glamorous celebrity wedding in Geiranger for all it's worth.

[47][48][49][50][51] Editor David Stenerud wrote that Märtha "insists on being a Norwegian princess" and that this constitutional title is linked to a public role in Norway.

[63][64][65] Verrett was included as one of "20 famous conspiracy theorists" alongside David Icke and Alex Jones in a newspaper article in 2024.

[69][19][70][71] Specifically, Verrett has suggested that cancer is a matter of choice and has sold medallions online, said to ward off Covid-19, without any scientific evidence to support such claims.

"[77] Norwegian media criticized King Harald V for legitimizing and endorsing the exploitation of national values and symbols for Märtha Louise's and Durek Verrett's personal financial gain.

[30] The newspaper iTromsø noted that Märtha Louise has faced extensive criticism for associating with a conspiracy theorist and over her "commercialization and abuse of the title 'princess'".