Bleach the pinkwash

Pink Washer: (pink’-wah-sher)

A company or organization that claims to care about breast cancer by promoting a pink ribbon product, but at the same time produces, manufactures and/or sells products containing chemicals that are linked to the disease.

Every October, we stand in solidarity with those affected or diagnosed with Breast Cancer, but this is #NotAnotherPinkPost. This is a collective campaign to raise awareness of companies that claim to care about breast cancer by promoting pink products under false pretenses. Pink-washing is a form of cause-marketing that uses pink ribbon logos to symbolize support for breast cancer-related charities or foundations, while simultaneously promoting products, that more often than not are proven to contain ingredients that increase the risk of Breast Cancer.

Pink imagery is one of the most recognized marketing tactics used in parallel with breast cancer awareness, but is not regulated or governed by any specialized entity. A pink labeled product does not necessarily mean it combats the breast cancer crisis; here are some interesting facts about falsely pink-ed products:

  • Last year, “Promise me” fragrance was forced to reformulate after a breast cancer charity found it contained toxic and hazardous chemicals that contribute to breast cancer.

  • In 2010 Susan G. Komen aligned its brand with fast-food chain KFC for a "Buckets for the Cure", triggering a PR disaster. Among the risk factors associated with breast cancer is a high-fat diet and obesity.

  • Yoplait yoghurt was criticized as their product contained Recombinant Bovine Growth Hormone, associated with cancer. The company has since removed the rBGH from yoghurts.

  • Ultramar gas stations in Quebec, are plastered with big pink ribbons. A number of studies have linked air pollution to breast cancer so encouraging people to buy more gas is not logical.

Bleach the Pink Wash, and just donate to an organization that is doing the work so you have a better sense of where your money is going.We’ve done our part, now do yours.


Kalodner-Martin, E. (2020, June 18). Moving 'beyond the Bikini': Exposing the logics of pinkwashed healthcare. Medical Health Humanities. Retrieved November 15, 2022,


McVeigh, K. (2012, February 15). Susan G Komen's 'pinkwashing' problem a black mark on Charity. The Guardian. Retrieved November 15, 2022,


Mulholland, A. (2010, October 10). Breast cancer month overshadowed by 'pinkwashing'. CTVNews. Retrieved November 15, 2022,