Pink October: A round-up of brands that are doing their bit for breast cancer

With the Breast Cancer Awareness Month underway, we look at fashion and beauty brands that are bringing special edits to raise awareness and funds for the cause.

Harper's Bazaar India

Globally, breast cancer is the most prevalent and fatal form of cancer. As per the International Agency of Research on Cancer, one in every four cancer patients have breast cancer. The figures are the same for India. And while there may not be a lot that we can do, every little bit of support, information, and advocation helps. This month, also deemed the Breast Cancer Awareness Month, many fashion and beauty brands do their bit with Pink October initiatives and giveback programmes that work to raise awareness and funds for breast cancer research and cure. And while the name Pink October may be a giveaway in itself, these initiatives involve special collections and donation campaigns—often in shades of pink.

We round up some of the leading brand initiatives in case you are feeling the itch to do your bit.

Ralph Lauren

Launched in 2000, Ralph Lauren’s Pink Pony mission has been to reduce disparities in cancer care and ensure that access to quality treatment is available to everyone at an earlier, more curable stage. From screenings and early diagnosis, to treatment and education—the proceeds from the initiative supports a myriad of steps in breast cancer cure and research.

Jimmy Choo

The brand partnered with the Breast Cancer Research Foundation (BCRF) in 2020 with the commitment to positive change through the sales of a limited-edition collection. This year, the brand's BCRF capsule includes six items in candy pink, including heels, trainers, a clutch, a pouch bag, and a foulard with a Jimmy Choo logo pattern—20 per cent of which with be donated to the foundation.

Estée Lauder Companies

Founded in 1992 with the launch of the iconic Pink Ribbon, The Estée Lauder Companies’ Breast Cancer Campaign aims to unite globally to create a breast cancer-free world for all. The campaign supports more than 60 organizations worldwide and has funded more than $108 million for lifesaving global research, education and medical services. This year, the brand will donate 20 per cent of the purchase price of a special edition of Estée Lauder’s Advanced Night Repair Synchronized Multi-Recovery Complex, up to a maximum of $268,000; 100 per cent of the purchase price of La Mer’s 15ml Crème de la Mer moisturizing cream up to a maximum of $110,000; and 50 per cent of the purchase price of Jo Malone London’s Peony $ Blush Suede Cologne up to a maximum of $60,000.

David Yurman

A partner with BCRF since 2008, every year the brand designs a special collection for the cause. In 2020, the company even launched The David Yurman Award for Breast Cancer Research, which supports groundbreaking research in the critically important focus area of triple-negative and BRCA-driven breast cancers. As precedented, it will donate 20 per cent of the purchase price of all products from its special collection.

Bobby Brown

Since 2000, the brand has created a special Pink Ribbon edition of a product to raise awareness and funds towards breast cancer research. This year, they’ve paired two hydrating, high-shine Crushed Oil-Infused Glosses in exclusive power-pink packaging and are donating 100% of the purchase price to the BCRF with a maximum of $110,000.


In the theme of, “On Wednesdays, we wear pink,” the label launches a new pink item on the first Wednesday of every month, every year, from July through December, and 100 per cent of the proceeds from that piece and 10 per cent of the day’s US denim sales are donated to the Women's Cancer Research Fund with a minimum contribution of $40,000.