Commitments, home-en

A world tour of charities supported by Kusmi


As part of the Breast Cancer Awareness campaign, Kusmi Tea has pledged its support to the Cancer du Sein, Parlons-en ! charity for the fourth year in a row. But the fight against breast cancer goes far beyond national borders, which is why Kusmi has stepped up its efforts and now supports not one but ten charities in eleven different countries.

Here are just five of them and the actions they are pursuing!


Le Cancer du Sein, Parlons-en ! – France, Belgium    

The Estée Lauder France group and Marie Claire have joined forces in France and committed to fighting breast cancer by founding the Le Cancer du Sein, Parlons-en ! charity. Their commitment and efforts develop every year as they continue to inform women about the importance of early screening while also financing breast cancer research. On October 1, the Eiffel Tower in Paris was lit up in pink this year to mark the start of this awareness month.

Breast Cancer Haven – UK    

Kusmi supports the UK Breast Cancer Haven charity which provides emotional, physical, and material support for women with breast cancer.

The charity organizes different events throughout the year, and even more in October. The Blush Ball is one such example. This charity dinner is held at the start of the month to raise money for financing the year’s initiatives and services. This year they raised £160,000 in one evening!

The Royal Parks Half Marathon is another event Kusmi supports alongside the British charity. The race took place on October 14, 2018, and starts and finishes in London’s Hyde Park. The route also runs through three of the city’s other royal parks, which explains its name. Since it was launched in 2008, more than 128,000 runners have crossed the finish line and £36 million have been raised for around 1,000 charities!

Lega Italiana per la Lotta contro i Tumori (LILT) – Italy    

In Italy, Kusmi supports the Italian League for the Fight Against Breast Cancer. The charity’s commitment to the cause is based on three main pillars: prevention with a focus on lifestyles and habits, prevention through early screening, and patient care and rehabilitation after the treatment.

Today there are more than 700 specially trained volunteers working for the charity. As part of an awareness campaign in Milan, the organization has also launched an exhibition entitled Fatele Vedere (“Let Them See”) from October 13 through 21. The initiative features photographs of bare-breasted women installed on Via Fiori Chiari where the Kusmi Tea store is located.

Run for the Cure – Japan    

The Run for the Cure Foundation aims to reduce rates of breast cancer in Japan through education, fast-track screening, and treatment. It develops and rolls out awareness campaigns and education initiatives to help improve patients’ quality of life during and after their treatment.

Run for the Cure organizes the Pink Ball, the biggest charity event of the year, to increase the number of options available to patients and to finance a quarterly magazine focused exclusively on women’s health.

The charity also hosts the Pink Beauty Party every June 3. The day-long event promotes beauty for breast cancer patients, and features makeup artists, manicurists, and aromatherapists for women with breast cancer. A chance to discuss issues in a relaxed setting while receiving advice from professionals.

Breast Cancer Research Foundation – United States    

The BCRF was founded by Evelyn Lauder, the stepdaughter of Estée Lauder, and focuses on the prevention and treatment of breast cancer while raising money for breast cancer research. Since it was founded the charity has raised almost half a billion dollars that have been used to develop new approaches to preventing and treating breast cancer. As part of the brand’s commitment, Kusmi is organizing a Pink Party on October 17 in our store at the Westfield World Trade Center in New York, and 20 % of profits on all sales during the evening will be donated to the BCRF charity.


By contributing as much as possible all over the world with these charities, Kusmi hopes to help further breast cancer research because, as we know, this cause affects us all. #PINKKUSMI #BREASTCANCERAWARENESSMONTH

Find out more details about the whole list of charities supported here !