Pink October, known in French as Octobre Rose, is the annual month of breast cancer awareness. It began in the United States in the 1980s; the American Cancer Society dates it to 1985. It brings together information and support initiatives. To assess a fundraising campaign, check its beneficiary, the amount donated and the donation conditions: a pink ribbon is not proof of transparency. American Cancer Society, the movement’s origins.
In October, pink is everywhere: shop windows, social media, events and packaging. You might buy a product, join a walk or share a ribbon because you want to support people affected by breast cancer. But what happens after that gesture?
To help you choose a meaningful project, we suggest looking back at the movement’s origins, understanding the criticism it attracts and asking a few very concrete questions. Including when the campaign is ours.
Where do Pink October and the pink ribbon come from?
The American Cancer Society says it helped establish Breast Cancer Awareness Month. It began as a campaign providing information about screening. The initiative then grew into the annual event we know today. American Cancer Society, the history of Breast Cancer Awareness Month.
The ribbon followed a different path. According to Susan G. Komen, pink ribbons were handed out to participants in its New York race in 1991. In 1992, Self magazine brought cosmetics companies on board to expand distribution in shops. The symbol then circulated among charities, the media and brands. Susan G. Komen, The Pink Ribbon Story.
The National Breast Cancer Foundation also recounts Charlotte Haley’s initiative: she handed out peach ribbons to call for more funding for prevention. Approached by companies and the media, she reportedly declined their offer because she felt their approach was too commercial. According to this account, Self then continued the project with a ribbon in a different colour. Disagreement about the commercial use of the symbol was therefore already present at that time. National Breast Cancer Foundation, the ribbon’s history.
In France, the campaign “Le Cancer du Sein, Parlons-en !” was launched in October 1994 by Estée Lauder France and the Marie Claire group, according to the Ruban Rose association. The connections between the movement and cosmetics brands therefore go back a long way. Ruban Rose, the campaign’s history.
This history helps explain some of today’s tensions. The ribbon can make a cause visible. It can also become a commercial tool. These two functions can coexist; their balance deserves a closer look.
Why do pink campaigns attract criticism?
A brand can sell a product and donate money to a charity. This mechanism, often called cause marketing, can provide useful resources. It also brings visibility and sales to the brand. Problems arise when emotion takes up all the space and the conditions attached to that support become hard to find.
These questions predate social media by a long way. In 2002, the US organisation Breast Cancer Action launched Think Before You Pink, a campaign encouraging people to examine commercial fundraising and hold companies accountable. Karuna Jaggar, then executive director of Breast Cancer Action, interview of 20 September 2019.
The organisation uses the term pinkwashing to challenge a specific contradiction: showing support for breast cancer causes while making or selling products it considers linked to the disease. This is its activist definition; applying it to a company requires specific facts. A ribbon on a package alone is not enough to substantiate an accusation. Karuna Jaggar, then executive director of Breast Cancer Action, 2019 interview.
For us, another consideration matters: making room for the people affected. They need to be able to talk about fatigue, anger, uncertainty and everyday needs. A fundraising campaign should be able to hear those realities, even when they fit less easily into a pretty photograph.
What should you ask before a purchase that supports a charity?
Breast Cancer Action’s tools suggest checking, among other things, the amount donated, the beneficiary organisation, how the funds will be used and whether a cap applies. This is a useful starting point for understanding a campaign. Breast Cancer Action, questions presented by Karuna Jaggar.
Before making a purchase that supports a charity, look for these answers:
- How much goes to the charity? A fixed amount per product is easy to understand. A percentage requires knowing its basis: selling price, revenue or profit.
- Who receives the money? The name should make it possible to find the organisation and its activities.
- What conditions apply? Check the eligible products, dates, any steps you need to take and the stated donation cap.
- What work is supported? Research, practical help, support or information: you should be able to identify the mission.
Then ask yourself what you would want to see after the campaign. A dated report can show how much was collected and donated, with confirmation from the beneficiary. A promise made at launch and a completed transfer are two different stages.
You do not need to be a specialist to ask these questions. A clear answer should fit into a few lines. If you have to guess the donation amount or search several pages to find the beneficiary, you can ask for an explanation before deciding.
How can you recognise a concrete project worth supporting?
A project deserves your attention when it explains who it serves, what it offers and how the support contributes to its mission. Its local character may make that work easier to understand, without guaranteeing its quality on its own. A large organisation should likewise be assessed on its actions and transparency.
OSE Thérapies is an association supporting people affected by cancer in Lausanne. It offers activities including adapted physical activity, creative workshops and spaces for discussion alongside medical care. Its stated objectives include support, social connection and helping people reconnect with their bodies. OSE Thérapies, presentation of the centre.
This makes the project concrete: you can understand the activities offered and the people they are intended for. Supporting this work remains a gesture of accompaniment. The services mentioned here are not presented as cancer treatments, and their inclusion in a programme is not proof of medical effectiveness.
You can also choose other ways to help: make a direct donation, give your time or share a useful resource. You do not need to buy something to show support.
How does basic. support OSE Thérapies?
During October 2026, basic., a personal care brand, links its limited edition Le Rose deodorant to financial support for OSE Thérapies. The announced amount is calculated per refill purchased, including refills in a kit, rather than from the brand’s profits. You can read about Le Rose and the campaign conditions (in French).
Le Rose remains a deodorant. A purchase supports the association under those conditions; it provides no protection against cancer.
A ribbon can open a conversation. To give meaning to your support, look at the work it helps finance. Read the conditions, choose a mission that matters to you and keep your right to ask for evidence. This standard applies to every brand, including basic.
Frequently asked questions about Pink October and charity-linked purchases
How much does basic. announce it will donate for a Le Rose refill?
For each Le Rose refill purchased during October 2026, basic. announces CHF 5 donated to OSE Thérapies, whether the refill is bought on its own or in a kit. Two refills therefore represent CHF 10 in announced support. These amounts describe the campaign conditions; they do not confirm that a transfer has already taken place. Le Rose conditions (in French).
Can you support OSE Thérapies without buying deodorant?
Yes. OSE Thérapies offers a direct donation option on its official website. You can choose this form of support without placing an order with basic. A charity-linked purchase combines a product with a donated amount; a direct donation lets you support the association independently of a purchase. Donate to OSE Thérapies (official site in French).
Does a pink ribbon guarantee a campaign’s reliability?
No. The pink ribbon represents breast cancer awareness; according to Komen, a generic ribbon can be used to represent this cause. You therefore cannot infer a donation amount or a beneficiary from it. To assess the campaign, read its conditions and look for a report on the amounts actually donated. Komen, use of the pink ribbon.
Sources for further reading
- American Cancer Society — origins of Breast Cancer Awareness Month.
- Susan G. Komen — history of the pink ribbon.
- National Breast Cancer Foundation — Charlotte Haley and the ribbon.
- Ruban Rose — launch of the campaign in France.
- Breast Cancer Action — Karuna Jaggar’s interview about Think Before You Pink.
- OSE Thérapies — activities and mission.
Sources consulted on 1 October 2026 and checked again on 3 October 2026.