Pink Ribbon Power: Estée Lauder Companies Middle East Unveils Powerful Breast Cancer Awareness Campaign

by Harper's Bazaar ArabiaOctober 1, 2025October 1, 2025

‘I Never Thought’ touches on the importance of early detection and self-awareness, and the crucial role it plays in saving lives

The story behind the little pink ribbon is a remarkable one. Over three decades ago, Evelyn H. Lauder, daughter-in-law of legendary beauty mogul Estée Lauder, co-created an emblem that became synonymous with the global movement to end breast cancer. In 1992, she launched The Estée Lauder Companies’ Breast Cancer Campaign, followed by the Breast Cancer Research Foundation in 1993, breaking the silence around the disease and inspiring a worldwide push for awareness, education, and research.

Since then, The Estée Lauder Companies and The Estée Lauder Companies Charitable Foundation have funded more than $144 million for breast cancer initiatives worldwide – with over $114 million directed to groundbreaking research through the Breast Cancer Research Foundation (BCRF), the Campaign’s leading partner. Today, the Campaign continues to support over 60 organizations globally, cementing its role as a cornerstone of the company’s commitment to women’s health.

While progress has been significant, breast cancer remains the most commonly diagnosed cancer among women worldwide. In the GCC, it continues to be the most common cancer among women, according to the 2023 UAE National Cancer Registry and GLOBOCAN 2022 Study. This underscores the importance of education and early detection, especially among younger populations, as survival rates are highest when the disease is caught in its earliest stages.

This October, Estée Lauder Companies Middle East reintroduces the regional awareness campaign, I Never Thought. Centering the voices of survivors and advocates, the campaign highlights the journey after a cancer diagnosis and underscores the importance of early detection in improving recovery and inspiring hope for a fulfilling life.

The I Never Thought campaign features the powerful stories of breast cancer survivors Stephanie El Khoury, Josette Awwad, Mayadah Bahareth, and Sahar Bahrawi, alongside advocates Hani Soubra and Dr. Houriya Kazim. Through solo films, each individual shares their unique perspective, touching on themes of self-examination, resilience, community, and looking forward to a cancer-free future.

Watch the episodes here.

Episode One, I Never Thought: Stephanie El Khoury On Being Diagnosed with Breast Cancer at 26

In this episode Stephanie El Khoury reveals how being diagnosed with breast cancer at the age of 26 taught her some important life lessons.

Episode Two, I Never Thought: Josette Awwad on The Importance of Early Detection

In this episode Josette Awwad reflects on the importance of early detection and screening — and how it saved both her and her mother’s lives.

Episode Three, I Never Thought: Mayadah Bahareth and Sahar Bahrawi on The Importance of Speaking Out

In this episode, mother-daughter duo Mayadah Bahareth and Sahar Bahrawi share the importance of speaking out about breast cancer and how awareness can help to save lives.

Episode Four, I Never Thought: Hani Soubra on The Importance of Community and Spousal Support

In this episode Hani Soubra, the partner of a breast cancer survivor, discusses the importance of community and spousal support when battling the disease.