Two-thirds of women are not consistently performing self-examinations for signs of breast cancer due to forgetfulness or lack of knowledge about what to look for. Shockingly, 13% of women are not checking their breasts at all, with only 20% recognizing the symptoms.
It is recommended that women check their breasts monthly for any changes in shape, appearance, or the presence of lumps – all potential indicators of breast cancer. However, a survey of 2,000 women revealed that only 36% of those who do remember to check actually do so on a monthly basis.
Estée Lauder Companies’ UK & Ireland conducted a study for its Breast Cancer Campaign, collaborating with Dr. Zoe Williams to develop a user-friendly self-check video to motivate more women to conduct regular breast examinations.
Dr. Zoe Williams emphasized the importance of familiarizing oneself with how one’s breasts normally look and feel to establish a baseline. She stressed the significance of integrating monthly self-checks into one’s routine, likening it to the habit of brushing teeth.
A quarter of women who have never performed breast self-checks have not been taught or shown how to do so. Surprisingly, despite concerns about breast cancer symptoms, two-thirds of women have not sought advice from healthcare professionals.
Notably, women aged 18-29 are most comfortable discussing breast health concerns with family or loved ones compared to other age groups. However, one-third of women believe that clear, easy-to-follow demonstrations on self-checks would encourage them to do so more regularly.
Forty percent of women advocate for educating teenagers and young adults about the importance of self-checks in schools and universities. A recent study identified lower rates of self-checking among women under 40, black women, and South Asian women in 2022, though there has been an improvement in self-checking habits in 2025.
In 2022, fewer than 70% of women under 40 were checking their breasts every two months or less, but this has now increased to 65%. The percentage of black women not performing regular checks has decreased from 76% in 2022 to 56%.
Pernilla Nyberg, general manager and senior vice president of Estée Lauder Companies UK & I, noted the progress made by the Breast Cancer Campaign in raising awareness and prevention efforts. Despite improvements, the research underscores the need to empower all women to confidently conduct regular breast self-checks.
Nyberg expressed commitment to the mission of promoting awareness and action regarding breast cancer signs and symptoms, working closely with UK regional campaign ambassadors to drive awareness and action throughout the country.