Rethink Breast Cancer Awareness Month

This October, help support breast cancer awareness programs with your purchases around town

This October, help support breast cancer awareness programs with your purchases around town

You can’t ignore the stats: it’s estimated that in 2020, 27,400 Canadian women will be diagnosed with breast cancer; that’s 75 positive diagnoses every day.

To help increase dialogue and interest, October is Breast Cancer Awareness Month in many countries around the world, including Canada. Breast cancer is the most common form of cancer to affect Canadian women, after non-melanoma skin cancer, with 14 Canadian women dying from it every single day (5,100 every year). Unfortunately, these high numbers of cases don’t proportionately correlate to increased awareness or comfort in discussing the topic.

That’s why Rethink Breast Cancer is trying to reframe the conversation with a fresh new approach. Rethink is Canada’s first charity to cast a bold and frank spotlight onto this subject, geared specifically at a younger demographic. According to the Canadian Cancer Society, 16 percent of all cancer deaths (male and female) in the 30 to 49 age range are from breast cancer, compared to eight percent in those aged 50 to 69, five percent in those aged 70 to 85 and seven percent in those ages 85 and up. Cancer does not care if you are young or old, single or married, hetero or pan. Rethink works to empower people worldwide who are affected by breast cancer, providing education, advocacy and a place of support.

To further extend their reach, Rethink has launched the Rethink Pink partnership collection, featuring fashion, beauty, jewellery and home decor pieces. The collection includes national and international brands that will support Rethink’s programming by providing funds through the purchase of products during Breast Cancer Awareness Month. These donations and contributions will further Rethink’s ongoing efforts to educate, empower and advocate for young Canadians concerned about and affected by breast cancer.

Here are 10 brands contributing to this year’s collection. Click here for a full list of participants…

1. H&M

From October 1st to 17th, H&M will donate 10 percent of all bra sales to Rethink Breast Cancer. Plus, any cash donations made by customers at the register will be matched by H&M up to $10,000.

2. Manta

Manta is an award-winning brush created by Tim Binnington for his wife, who lost her hair after receiving treatment for breast cancer. As her hair began to grow back, he watched her struggle as the skin on her scalp was painful and what little hair she had was prone to breakage. Tim used his hair industry experience along with innovative materials and technology to develop a brush that would be as gentle as running her fingers through her hair. Throughout October, Manta Canada will donate 15 percent of proceeds from their Pink Manta Brush to Rethink Breast Cancer with a minimum commitment of $2,500.

3. Scentsy

Scentsy has created a new, iridescent warmer, ‘Hope, Strength and Love’ in support of Breast Cancer Awareness month. Until January 31st, $13 from every sale of this warmer will be donated to Rethink Breast Cancer, with a minimum donation of $10,000.


In support of Breast Cancer Awareness Month, BIKO has designed a limited edition capsule collection in rose gold (starting at $68). 20 percent of each piece sold from this collection, as well as the J’Adore Pearl Drops ($95), will be donated to Rethink Breast Cancer, with a minimum commitment of $2,500.?

5. Ellie Mae

Canadian luxury brand, Ellie Mae, has designed a capsule collection for this campaign, including French terry sweats, graphic tees, tie-dye sweaters and accessories. The star of this collection is a spectacular, made-to-order, blossom pink sequin suit. Beginning October 1st, 15 percent of sales from this collection will go to Rethink Breast Cancer, with a minimum commitment of $5,000.

6. Smythe

Throughout October, Smythe will donate $50 to Rethink Breast Cancer for every Duchess Blazer in Rethink Pink sold ($695). The Duchess blazer is Smythe’s classic wool one-button, single-breasted blazer with a cut-out back vent.?

7. Gee Beauty

For the month of October, Gee Beauty will donate 100 percent of proceeds from the Gee Beauty Bundle to Rethink Breast Cancer, with a minimum donation of $3,500. The Bundle features some of Gee Beauty’s top products including the Hi Brow, Brow Blender, Smoothing Lip Balm and more.

8. ?nika

For the month of October, Unika will donate 10 percent of sales from all swimwear and masks to Rethink Breast Cancer with a minimum donation of $1,200. Additionally, breast cancer survivors will receive 50 percent off a custom fitting during this time.

9. Compassionhat

Compassionhat was created when the founder’s sister lost her hair after starting chemotherapy. Their headwear combines the convenience of a hat with the stylish sensibilities of a scarf, to give those with scalp sensitivity a fun yet comfortable way to cover their hair. During Breast Cancer Awareness Month, 15 percent of proceeds from sales will be donated to Rethink Breast Cancer.

10. The Silk Labs

Made from environmentally-friendly acetate, the Dusty Rose Comb ($22) features a wider and thicker tooth comb to make combing your tresses easier and less damaging, for all hair types. During October, 50 percent of proceeds from this comb will be donated to Rethink Breast Cancer.