It’s that time of year when our inboxes are bombarded with sale countdowns, promo codes and the irresistible temptation to add “just one more” thing to cart. But this year, one founder is asking you to do something far more meaningful with her Black Friday alternative: take two minutes to check your breasts.
Thank you for reading this post, don't forget to subscribe!After beating breast cancer, [noun] collection founder Claire Yellowlees is relaunching her luxury non-toxic fragrance brand with a new look, a deeper purpose and a cheeky new campaign that flips Black Friday on its head. Literally. Meet Breast Friday. Because if you’re going to save 30%, you may as well save your life too.
The story behind Breast Friday
Claire’s journey is the kind that makes you pause mid-scroll. In December 2023, she launched [noun] collection, bootstrapping every detail — even using her hard-saved house deposit to bring her vision of clean, conscious fragrance to life. Just nine months later, at 38 years old, she was diagnosed with hormone-positive breast cancer.
“Everything changed overnight,” she shares. “I went from building a brand to navigating surgeries, chemotherapy, radiotherapy — and hormone treatment that sent me straight into menopause.” Her cancer was linked to a hormonal cell mutation, a type that can be influenced by exposure to endocrine-disrupting chemicals often found in conventional fragrances and beauty products.
Suddenly, her purpose crystallised. “I created [noun] collection to offer beautiful fragrances that don’t compromise wellbeing. After living through cancer, that mission feels more important than ever.”
A sale with purpose
Now cancer-free and back at the helm, Claire is relaunching her brand with a refreshed identity — and a powerful reminder. Before you hit checkout, check your breasts. It’s two minutes. It doesn’t cost a cent. And yes, it may literally save your life.
From 26 November to 1 December, [noun] collection is offering:
30% off all fragrances (now $160.30 during the campaign)
1% of profits donated to the McGrath Foundation
A moment to pause, reflect and reconnect with your body
“Sure, it’s a sale,” Claire says. “But more importantly, it’s awareness. Those two minutes could save your life, not just your dollars.”
Fragrances with feeling
Each [noun] fragrance begins with a single word — its mood, definition and nuance — inviting wearers to explore the connection between scent and storytelling. Crafted with ethically sourced, clean ingredients, the range allows everyone to wear fragrance with confidence.
Azimuth – Aquatic woodland notes of black pepper, cypress, moss and rain to guide your inner explorer.
Elysium – Crisp pear and jasmine floating into musk, cedarwood and juniper, designed to lift you into bliss.
Syzygy – Smokey, sensual Oud softened by raspberry, bergamot and warmth.
Fragrances that make you feel something — and now, remind you to feel for something too.
A celebration of survival and strength
Claire’s comeback isn’t just a relaunch. It’s a celebration of survival, strength and starting again. “I’ve come back with a new look and a stronger sense of purpose,” she says. “This isn’t just about feeling good in a fragrance — it’s about feeling empowered. And feeling your breasts to make sure everything’s OK.”
So this year, skip the frenzy. Join the movement. Because the best deal this Friday? Is early detection.
