Beauty news: RevitaLash® Cosmetics announces their 2022 Pink Program

As a two-time breast cancer survivor, I always appreciate it when a beauty brand decides to “go pink” for the cause and actually commits to it year after year. A lot don’t, believe me! Many a brand will jump on the bandwagon to leverage a few sales, then disappear the following year when a newer, shinier charity takes their eye. Just like greenwashing, pinkwashing is rife in the industry, but there are some very notable exceptions.
Which brings me to the amazing commitment from RevitaLash® Cosmetics, who have been in it for the long haul and are one of my all-time favourite beauty-related brands – both for their philanthropy AND their stellar offering!
A proud, year-round supporter of Breast Cancer Awareness and Fundraising via their Eternally Pink® pledge, this year they are adding to that with the company’s global October 2022 Pink Program campaign. In honour of Breast Cancer Awareness month, RevitaLash® Cosmetics is launching new activations as well as supporting their existing initiatives, including limited-edition product offerings that help fund breast cancer treatment in Ethiopia and global philanthropic contributions around the world.

The RevitaLash® Cosmetics’ story began with a gift of love from a husband to his adored wife suffering from breast cancer. Today, the company – which is still led by founder and CEO, Michael Brinkenhoff, M.D. - continues to honour the legacy of Dr. Brinkenhoff’s late wife and RevitaLash® Cosmetics Co-Founder Gayle Brinkenhoff, who was diagnosed with metastatic breast cancer at age 32. The team is dedicated to extending the circle of love and support to all those affected by this disease through its annual Pink Program efforts.
Internationally, the October 2022 Pink Program focuses its efforts on supporting City of Hope’s Ethiopia Breast Cancer Initiative, a program to bring breast cancer screening and treatment to the women of Ethiopia, a region that currently has the highest mortality rates worldwide. The initiative will help fund a nursing education pilot program to train 20–30 nurses, aiming to scale up and expand into a train-the- trainer program in 12 sub-Saharan African countries, eventually reaching approximately 360 nurses. It will also focus on pathology capacity building, aiming to improve breast cancer diagnosis and treatment by training laboratory technicians and providers in tissue processing and analysis, and on strengthening breast cancer treatment in a hospital in Hawassa, Ethiopia which serves 23 million people. City of Hope is one of the largest cancer treatment and research organizations in the United States and is based in California.

“Through this year’s Pink Program expansion, we are honoured to have the opportunity to make a bigger impact than ever before. As a global brand in over 70 countries, it’s vital to us to help change the state of breast cancer in Ethiopia – with ripple effects felt around the world,” says Dariel Sidney, RevitaLash® Cosmetics Vice President of Philanthropy and Gayle Brinkenhoff’s eldest daughter. “As a cause that is uniquely close to our hearts, the entire RevitaLash Cosmetics family is passionate about directly improving the lives of those dealing with a difficult diagnosis, and ultimately eradicating breast cancer. By joining forces with incredible organizations like City of Hope, together we can work towards making our shared vision of a world without breast cancer a reality.”
This year from October 1 through October 31, the brand’s award-winning products will be housed in premium pink sleeves to honour the cause. For every Pink Sleeve RevitaLash® Advanced (3.5ml/2.0ml) and RevitaBrow® Advanced (3.0 ml) sold, the company will donate $2 USD to support City of Hope’s efforts in Ethiopia and other breast cancer foundations around the globe, up to a maximum donation of $140,000 USD.
In New Zealand, the amazing local team from RevitaLash® fundraise for Breast Cancer Awareness month each October in association with Look Good Feel Better, a New Zealand charity who run a phenomenal free program and workshops to support people navigating cancer treatment. For every pink product sold throughout the month of October, a one-month supply of RevitaLash® Advanced Eyelash Conditioner, RevitaBrow® Advanced Eyebrow Conditioner, or their new RevitaLash® Advanced Sensitive Eyelash Conditioner will be donated to Look Good Feel Better NZ up to a maximum of 4000 units.
RevitaLash® Cosmetics New Zealand are also planning to hold their annual ‘Eat Drink Pink’ Fundraising Event on October 30 to fundraise for local charity Pinc and Steel, who provide support to people affected by cancer with their cancer treatment rehabilitation programmes. If past years are anything to go by it will be a fabulous night, and as a Pinc and Steel alum I can’t rave enough about the incredible support that they provide.
The limited-edition Pink Sleeve products, RevitaLash® Advanced Eyelash Conditioner and RevitaBrow® Advanced Eyebrow Conditioner are available in selected spa and salon partners nationwide and online from 1 October 2022.