October is Breast Cancer Awareness Month, and once again, we’re bombarded with pink ribbons, pink packaging, and pink-hued campaigns from countless beauty brands. At a glance, it feels like an outpouring of support and solidarity. But beneath the surface, there’s a troubling truth: many of these brands, while touting breast cancer awareness, are contributing to the very problem they claim to fight against by continuing to sell products with carcinogenic ingredients.
This performative act, often referred to as “pink-washing,” raises an uncomfortable question: How can beauty companies paint themselves as champions of breast cancer awareness while selling products filled with chemicals known to increase cancer risk? The beauty industry’s pink ribbon campaigns may look good on the surface, but they often hide a toxic reality.
Take a closer look at the ingredient labels of everyday products like hair dyes, deodorants, and skincare, and you’ll find an alarming array of harmful chemicals, many of which have been linked to cancer. Permanent hair dyes often contain p-phenylenediamine (PPD), a chemical known to cause skin irritation and allergic reactions, but that’s not the worst part. Research has linked long-term use of hair dyes to an increased risk of developing breast cancer. According to a study published in the International Journal of Cancer, women who regularly use permanent hair dyes had a 9% higher risk of developing breast cancer. Similarly, dark hair dyes often contain coal tar derivatives, which have been flagged as carcinogens by the National Toxicology Program. Prolonged exposure to these chemicals has been linked to cancers of the breast and bladder.
Deodorants and antiperspirants aren’t innocent either. Many contain aluminum-based compounds that block sweat ducts. There is ongoing debate about the link between aluminum and breast cancer, but several studies suggest that aluminum-based compounds can mimic estrogen, a hormone that promotes the growth of breast cancer cells. Parabens, commonly used as preservatives in deodorants, also mimic estrogen in the body. A 2004 study found traces of parabens in breast cancer tissue, raising concerns about their role in the disease. While not definitively proven as carcinogens, the question remains: why take the risk?
Skincare products, too, are full of concerning chemicals. Formaldehyde and formaldehyde-releasing agents are still found in a variety of skincare and hair products, despite being classified as carcinogens by the International Agency for Research on Cancer (IARC). These chemicals are often found in nail polish, keratin treatments, and some shampoos. Phthalates, which are used to help fragrances stick to your skin, are endocrine disruptors that can interfere with the body’s hormone systems. They’ve been linked to breast cancer and reproductive issues but remain widely used in skincare and beauty products, especially those marketed as “fragrance.”
Even products designed to protect us from the sun, such as sunscreens, can contain harmful ingredients. Oxybenzone, a common chemical found in sunscreens, has been shown to disrupt hormones. According to the Environmental Working Group (EWG), there is growing concern that hormone-disrupting chemicals like oxybenzone may play a role in the development of cancer. Yet, it remains in many sunscreen formulas under the guise of “protection.”
Despite these alarming facts, many of the same brands that sell products containing these harmful chemicals are slapping pink ribbons on their packaging and launching “awareness” campaigns in October. It’s a classic case of pink-washing: using breast cancer awareness as a marketing tool while continuing to sell products that may actually contribute to the disease. According to the Breast Cancer Prevention Partners (BCPP), over 1,400 everyday products—ranging from shampoos to lotions—contain chemicals linked to breast cancer. Meanwhile, an estimated 2.3 million women worldwide were diagnosed with breast cancer in 2020. The connection between toxic beauty products and breast cancer may not always be direct, but the long-term exposure to these harmful ingredients raises serious concerns.
Thankfully, there is a growing movement within the beauty industry toward cleaner, safer products. More brands than ever are adopting cleaner ingredient lists and committing to formulating products free of known toxins. Brands like Tata Harper, ILIA Beauty, and RMS Beauty have set the standard for clean beauty, proving that it’s possible to create effective, luxurious products without harmful chemicals. This growing movement is not just a trend—it’s a response to increasing consumer demand for transparency and safety. People are waking up to the reality that what they put on their bodies can affect their health, and they’re pushing back against toxic ingredients. According to a report by Grand View Research, the global clean beauty market is expected to reach $22 billion by 2024, a clear indication that the tides are turning.
But while the clean beauty movement gains momentum, many of the industry’s biggest players continue to resist change. Instead of reformulating their products, they hide behind pink ribbons and vague promises of “awareness.” But raising awareness without taking action is hollow. Beauty brands have the responsibility to do more than just sell products—they should prioritize the health and safety of their consumers.
True breast cancer awareness goes beyond pink packaging. It means eliminating harmful ingredients from beauty products. If brands genuinely care about fighting breast cancer, they need to start by cleaning up their formulas. After all, you can’t claim to be part of the solution when you’re still part of the problem.
As consumers, we have the power to demand better. The next time you see a pink-wrapped product, take a moment to look past the packaging and read the ingredient list. Support companies that are committed to transparency, and challenge those that hide behind marketing ploys. Breast cancer prevention starts with reducing our exposure to harmful chemicals—and that includes what we put on our skin, in our hair, and under our arms.
