Like every year, the month of October takes on its pink colors to raise awareness among the general public about breast cancer screening and to support research. In 2025, many beauty and lifestyle brands are renewing or launching concrete solidarity initiatives. Overview of these commitments which transform our daily purchases into gestures of solidarity.
Cosmetics giants mobilized
NUXE continues its commitment for the fourth consecutive year alongside the Institut Curie. The brand donates €1 on each Super Serum or Super Eye Serum sold in partner pharmacies and at Maison NUXE in Paris. At the same time, NUXE SPA offers treatment protocols adapted to women undergoing treatment or in remission, developed in collaboration with a socio-esthetician specializing in oncology.
Bioderma celebrates more than 10 years of commitment to the Institut Curie. Its emblematic Créaline H2O is dressed in the colors of Pink October, with €1 per product sold donated to the institute to support research and improve the quality of life of patients facing the skin side effects of treatments.
La Roche-Posay donates 1€ for each Cicaplast Baume B5+ sold (without case) to La Ligue contre le cancer. This restorative and soothing cream is particularly suitable for skin weakened by oncological treatments.
Brands committed to the long term
Bourjois is joining forces this year with the Belle & Bien association, which organizes free aesthetic workshops led by socio-beauticians to help women affected by cancer regain self-confidence. A portion of the profits from all October sales is donated to the association.
ghd continues its mobilization started 22 years ago with its Pink Sorbet collection, which raised more than 25 million dollars worldwide. In France, €10 is donated to La Ligue contre le cancer for each box set from the collection sold. The brand has already donated more than 1 million euros in France.
EVENa brand specializing in care for people undergoing oncological treatment, is launching a collector’s set of 4 eye shadows with €1 donated to RoseUp for each purchase. The brand is also rolling out an awareness campaign “Stay yourself. Same” in 2,000 pharmacies.
Solidarity boxes and products
Blissim offers a committed box at €17.90, the equivalent of the production cost of which is donated to Ruban Rose. The brand reuses old designs to maximize the donation. A micro-donation system is also set up for each purchase on the site, and a partnership with La Frange à l’Envers is organizing a second-hand sale on October 11 with 10% of turnover donated.
Fleurance Nature markets a Pink October box set for €23.90, 100% of the profits of which are donated to RoseUp. It contains a selection of organic cosmetics enriched with rose water.
Bernard Cassière launches a special Pink October lip balm at €10.90 with €1.50 donated per product sold. Originality: a QR code allows buyers to choose the beneficiary association themselves among those fighting against breast cancer.
E-commerce initiatives
Evoluderm donates €1 to the Institut Curie for each order placed on its evoluderm.com website throughout the month of October, for the second year in a row.
The Dew multiplies the actions: product donations to Maison RoseUp in Paris and to the Belgian association Vivre Comme Avant, financing of adapted lingerie and breast prostheses, awareness workshops with the Jeune & Rose association, and €1 donated per order the first week of October.
SOSKIN laboratory donates €1 to the SOS Breast Cancer association for each order on soskin.fr, and participates in the Pink Jogging organized by the association.
N’GO launches an illustrated scarf in collaboration with the artist Alexandra de Assunçao at €75, with 10% of turnover from October 1 to 31 donated to RoseUp.
Solidarity deodorants
Breathe is joining forces for the fourth year with Keep A Breast Europe: €1 is donated for each Rose Pivoine 48h deodorant stick purchased in partner pharmacies.
Endro donate €1 to Ruban Rose for each Rose & Raspberry deodorant stick purchased during October.
Swiss and luxury brands
Mavala continues its “The Power of Pink” campaign for the 5th year with a selection of nail care products adapted to people weakened by oncological treatments. For each product in the range purchased, €2 is donated to the Institut Curie.
Emily’s Pillow creates an exclusive silk scarf designed by illustrator Laura Lhuillien for €69, with 100% of the profits donated to the Bergonié Institute in Bordeaux. The designs are also on display in the institute during October.
Specialized initiatives
Equilibrista brand dedicated to women’s hormonal health, donates €1 to Rose Up for each OCYCLE bottle sold on its site during October.
Together, these initiatives demonstrate a strong collective mobilization of the beauty and well-being sector. Beyond financial donations, they help raise awareness among the general public of the importance of early detection, which allows 9 out of 10 women to be cured when cancer is detected in time. Because as Belle & Bien reminds us: “Finding confidence in front of a mirror also means finding confidence in yourself.“