Two in three women aren’t regularly checking themselves for signs of breast cancer - because they forget or don’t know what they are looking for.
It is recommended women examine their breasts at least once a month to look for any unusual changes to the shape or appearance, or any lumps that may have formed – all possible signs of breast cancer.
But a study of 2,000 women revealed only 36 per cent of those checking their breasts are doing so at least once a month.
And 13 per cent of all women aren’t checking their breasts at all, with only 18 per cent knowing all the signs and symptoms of breast cancer.
The top reasons for not checking include simply forgetting (44 per cent), not feeling confident in checking themselves (17 per cent) and not knowing how to check or what to look for (11 per cent).
The research was commissioned by Estée Lauder Companies’ UK & Ireland for its Breast Cancer Campaign, which has teamed with Dr Zoe Williams to create an easy-to-follow self-check video to help encourage more women to check their breasts regularly.
Dr Zoe Williams said: “Getting to know how your breasts look and feel will help you know what is normal for you.
“Getting into the habit of regularly self-checking, around once per month, should be part of your routine, just like brushing your teeth.
“Confidence in self-checking is a big barrier for many people, and that’s something we need to address through more education, helping women and men feel more confident in being breast, and chest aware.
“Everyone should feel empowered to understand their own body, and that starts with knowing what to look out for and when to seek advice."
The study also found 23 per cent of those who’ve never checked their breasts haven't ever been taught or shown how to self-check.
And 34 per cent of women believe access to clear, easy-to-follow demonstrations on shelf-checking would encourage them to check more.
While 61 per cent have not sought advice from a healthcare professional after being concerned over breast cancer signs or symptoms.
With women aged 18-29 found to be the most comfortable talking about breast health concerns with family or loved ones over any other age group (79 per cent).
The research, carried out via OnePoll.com, found 41 per cent believe teaching teenagers and young adults about the importance of self-checking should be made compulsory in schools and universities.
It follows a 2022 study, also by the cosmetics company, which found some of the lowest self-checking rates at that time among women under 40, black women and South Asian women.
Although these communities still have some of the lowest self-check rates, the study from 2025 demonstrates improvement in self-checking across black women and women under 40.
While fewer than seven in 10 (69 per cent) under 40s were only checking every two months or less in 2022, but this has now dropped for the better to 65 per cent.
The number of black women checking this often has also dropped – it was 76 per cent in 2022 and is now 56 per cent.
Pernilla Nyberg, general manager and senior vice president of Estée Lauder Companies UK&I, added: “The Breast Cancer Campaign has made great strides over the years.
“We are encouraged by the significant improvements we are seeing in awareness and prevention; however, our research highlights that there is still progress to be made in empowering all women to confidently perform regular breast self-checks.
“Together with our UK regional campaign ambassadors, we remain deeply committed to our mission of ensuring that everyone is aware of the signs and symptoms of breast cancer and feels confident advocating for their own breast health.
“We are proud to continue this vital work in partnership with our ambassadors, driving awareness and action across the UK.”
