It’s October and that means we’re living in pretty in pink technicolor. As if you didn’t know, it’s Breast Cancer Awareness Month and so our women support meter is on high.

Want to help the cause but not sure how? Hmmm, let’s see. You can shell out some cash, buy a fab product that donates to a breast cancer charity, wear a ribbon, or maybe all three. But before you whip out your credit card, how do you know which products are actually supporting the cause and which are just pink washed? 

We wonder: breast cancer awareness products are so tempting but do they actually do anything besides, well, be pink? These days we are so past (we’re using air quotes right now) raising awareness. We want to think pink and have it mean something too so we can focus on what really matters: helping other women. 



If you want to successfully navigate October’s pink temptations and make sure the proceeds of your supportive purchases are actually making their way back to a cause or organization—we’ve all been sucked into buying that pink pen because OMG IT’S SO PRETTY—pay attention. Here are three essential Buy Pink Tips from MJ DeCouteau, Executive Director of ReThink Breast Cancer:

    1. Read the labels! 
    2. Avoid products that make vague claims about supporting breast cancer awareness.
    3. Look for a legitimate breast cancer organization associated with the product and a concrete $ or % contribution from your purchase.

In a nutshell: You should be able to easily understand how purchasing a product or using a service will benefit a charity. Product packaging and the promotional materials used in cause marketing campaigns should very clearly state the name of the registered charity receiving the donation as well as the amount of funds that charity will receive from your purchase. Be wary of promotions that don’t actually list a charity and instead want you to “help raise awareness” about breast cancer by purchasing their pink product.

Simple, right? 

For ReThink Breast Cancer, an organization that provides support and community to women who are living with the disease, choosing partners is key. It won’t just rubber stamp any product and it also encourages partners to be transparent about exactly who their products are benefitting and how much is donated.

What we love: MJ tells us that ReThink Breast Cancer understands how vital it is to work with their partners to highlight the work they can do with the funds raised by their products. This October, and all year round, Rethink Breast Cancer is #RethinkingPink by offering more than just awareness –a unique take on breast cancer education, support and advocacy.


Want to buy fab products that actually help the cause?

These #BrazenLoves picks from Rethink Breast Cancer’s Online store show show a clear path of donation. Plus, they’re fab.

Kisses for the Cause by Caryl Baker Visage - ReThink Breast Cancer 2015 Kisses for the Cause from Caryl Baker Visage: A percentage of proceeds will help fund a $5,000 donation from Caryl Baker Visage in support of Rethink Breast Cancer. The Kisses for the Cause collection includes: Sugar Kiss Lip Polish ($24), Satin Kiss Lip Conditioner ($23), Lipstick, and Lip Kit ($49). In-store service offerings include a free mini Lip Treatment (15 mins) and 25% off Cosmetic Teeth Whitening. Find a store.  Precision Tools Pink Tool Kits by Apollo: ReThink Breast Cancer 2015Precision Tools Pink Tool Kits by Apollo: $1 from the purchase of each of these fun multipurpose tool kits will be donated to ReThink.  The sets feature a charming pink colour scheme and a rugged carrying case and are perfect for small household projects. ($29.99 for 39-piece kit or $39.99 for 135-piece kit). Available year-round at Canadian Tire stores across Canada. Apollo Tools, Ltd. has partnered with Rethink Breast Cancer for several years because of the innovative work the organization is able to do to create greater awareness and offer support to young women concerned about and affected by breast cancer.   Aerie Bright Pink Bralette: ReThink Breast Cancer 2014The Bright Pink Bralette by Aerie: 100% of the sales of this Limited Edition 2015 adorable lacy bralette ($24.95) will be donated to ReThink Breast Cancer. It’s a light half-cami that’s ideal for sleeping, lounging, or under your favourite sweats! Get one for yourself and one for your bestie, too. Aerie is thrilled to continue its partnership with Rethink Breast Cancer and celebrate its sixth consecutive year. This year’s “Support Your Girls” Campaign includes the launch of a limited-edition Aerie Rethink Breast Cancer Bralette with 100% of all sales benefitting Rethink Breast Cancer. According to Global Brand President of Aerie Jennifer Foyle: Our work with Rethink Breast Cancer allows us to educate and empower our consumer about their health as well as share our commitment to #AerieREAL and body positivity! rent-frock-repeatRent Frock Repeat: This amazing company goes by the mantra that we women never want to wear the same party dress twice. So why purchase a dress when you can rent one at 90% off its retail cost? Rent Frock Repeat is proud to support Rethink & Boobyball through their Rent the Dress, Donate the Rest Program.  For every dress you rent, they will donate 10% back to Rethink! Browse the glamorous selection of day, evening and party dresses and use promo code BBALL2015 when processing your order. Leibish Pink Diamond Collection - ReThink Breast Cancer 2015Leibish Pink Diamond Collection: Diamonds are a girl’s best friend and especially, the pink ones. Leibish will donate $100 to Rethink Breast Cancer with every purchase of a pink diamond—both loose stones and jewellery collection—during the month of October. We’re in love with these heart shaped beauties. Explore the pink diamond collection and pink diamond jewellery and get shopping. Nuvango for Rethink Breast Cancer 2015Nuvango X Rethink Collection: This high concept gallery and lifestyle brand is dedicated to making high quality artist-designed apparel and accessories. Made with love in Toronto, these beautiful pieces are shipped worldwide. Nuvango will donate 20% of these proceeds of this collection to ReThink Breast Cancer. We’re partial to the gorgeously diaphanous scarf ($59) which drapes in shades of grey and soft pink, but the Queen West Leggings ($89) and Trinity Tank ($49) are something special, too. If beauty is your bag, check this out. Estee Lauder’s 18 iconic beauty brands have produced limited editions in support of the Estee Lauder Companies’ BCA campaign. Here are three of our favourites from the collection.  Estee Lauder Modern-Muse-Solid-Perfume-KeychainModern Muse Solid Perfume Keychain: Be inspired by Estee Lauder’s Modern Muse fragrance in this ultra-stylish solid perfume keychain ($55). The compact is hand-crafted from golden metal and the keychain swivels open to reveal a solid perfume. Appropriately, Modern Muse is inspired by the duality of today’s woman and complements every aspect of her dynamic life. It’s a true statement of modern luxury that conveys confidence, style and creativity with its lush floral woodsy scent. Buy at until October 30, 2016. 100% of the purchase price will be donated to the Breast Cancer Research Foundation.   Bobbi Brown Peony SetBobbi Brown Peony Set: Says Bobbi Brown, and we agree: When you feel good about yourself, there’s no limit to what you can do—and that’s pretty powerful. In support of breast cancer awareness, Bobbi Brown continues to empower women and provide them with the tools to go from pretty to pretty powerful. This year, purchase a limited edition Peony set ($58) featuring Pink Peony Blush embossed with the iconic pink ribbon and accompanied with a mini face blender brush. $12 from the purchase of this set will go to the Breast Cancer Research Foundation. Visit for more info. Aveda Hand Relief with Limited Edition Shampure

AVEDA  Hand Relief™ with Shampure™ Aroma: Nothing feels better than soft skin. This incredibly rich formula ($31) with hydrating plant-derived emollients and vitamins moisturizes dry, rough hands, leaving skin noticeably softer and smoother. The limited-edition Shampure™ aroma will delight with 25 pure flower and plant essences all designed to calm the senses. Buy at Aveda Experience Centers, participating salons and institutes. Visit for locations. 

What are some breast cancer awareness products we should know about? Share them with the community in the Brazen Insiders so we can all be in the know. 

Think Pink (but not pink-washed): Amazing Products to Support Women with Breast Cancer

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