Victoria’s Secret under fire: Doctors sound alarm on lingerie’s link to rising breast cancer in young women

Rising breast cancer rates among younger women are real, worrying, multi-factorial and there are legitimate concerns where the lingerie industry’s design choices, product chemistry and marketing culture intersect with known drivers of cancer risk, early detection barriers and population health harms.

According to a 2024 study published in the JAMA Network Open, an increase in breast cancer incidence rates among young US women was observed. This population-level study documented rising incidence among US women aged 20–49 over the past two decades and called for targeted prevention and research. The rise is real and likely reflects a mix of lifestyle, reproductive pattern changes, environmental exposures and detection/surveillance dynamics.While the rise of breast cancer cases, particularly among younger women, is a growing public health concern, some critics argue that Victoria’s Secret, through its marketing, product choices and industry influence, contributes to this disturbing trend.

While Victoria’s Secret may not directly cause breast cancer, the brand’s past and present approaches underscore complex issues tied to breast health, societal pressures and carcinogenic exposures.

How Victoria’s Secret is perceived to be part of the broader problem relating to breast cancer’s rise

A significant concern is that Victoria’s Secret popularises tight, underwire bras and lingerie that may affect breast tissue health and as per a 2014 study in the Journal of Cancer Prevention, prolonged bra wearing (especially tight bras) could impair lymphatic drainage that could potentially lead to breast discomfort and a theoretical increase in cancer risk.

Although conclusive causal links remain under study, the “bra hypothesis” continues to spark debate given the brand’s dominance in lingerie styles involving constrictive garments.In an interview with the Times of India, Dr Ashwini Rathod, Consultant Obstetrician, Gynaecologist and Infertility Specialist at Ankura Hospital in Pune, shared, "Breast cancer incidence among young women has been on a concerning upward raise in recent years.

According to recent data, rates have increased by about 1% annually from 2012 to 2021 for women under 50. Factors like obesity, sedentary lifestyles, delayed childbearing and environmental exposures are often cited as contributors.

However, one under-discussed aspect is the role of everyday consumer products, including clothing and lingerie, which may expose users to endocrine-disrupting chemicals (EDCs).

Victoria's Secret, as a major player in the lingerie industry, has faced scrutiny over the years for the materials used in its products. While the company has made commitments to reduce harmful substances, historical findings and ongoing industry challenges suggest potential links to health risks."Lingerie manufacturing frequently involves chemicals such as phthalates, formaldehyde and synthetic dyes and some of these are classified as carcinogens or endocrine disruptors. Studies published in Environmental Health Perspectives (2017) and Journal of Toxicology and Environmental Health (2020) have revealed traces of such compounds in intimate apparel, with concerns about accumulative hormonal effects that can heighten breast cancer risk.

Critics argue that Victoria’s Secret, by promoting wide-scale production and fast-fashion turnover, indirectly contributes to consumer exposure to these substances via their products.Bringing his expertise to the same, Dr Mahesh Bandimegal, Senior Consultant - Surgical Oncology at HCG Cancer Cancer in Bengaluru's KR Road, revealed, "Over the past few years, we’ve been seeing a concerning trend that breast cancer is appearing in younger women, sometimes even in their 20s and 30s, which wasn’t common before.

There are many factors behind this genetics, diet, and lifestyle all play a role but a major influence today also comes from the way young women perceive and treat their bodies.

If you look at social media or fashion ads today, you will see these picture-perfect models with flat stomachs, toned bodies and flawless skin. It creates a quiet but constant pressure to look the same. Many young women, even teenagers, start comparing themselves to those images and go to unhealthy extremes to achieve that look.

They skip meals, follow trendy detox diets or spend hours overtraining at the gym. All of this can throw their hormones off balance. When oestrogen levels keep fluctuating, it can increase the risk of several breast-related issues, including cancer."Victoria’s Secret’s image and messaging often emphasize youth, sexual appeal and thinness, perpetuating unrealistic body standards. A 2023 research paper in Psycho-Oncology pointed to the negative impact of these ideals on women’s body awareness and healthcare behaviours.

Young women aiming for aesthetic ideals may under-prioritise breast self-exams, routine screenings or health concerns, potentially delaying early detection of breast anomalies, which is a critical factor in successful treatment outcomes.The surge in breast cancer among young women is multifaceted but environmental exposures to endocrine-disrupting chemicals (EDCs) play a significant role that cannot be ignored.

Dr Rathod opined, "Victoria's Secret, as one of the world's leading lingerie brands, inadvertently contributes to this issue through its historical and ongoing use of synthetic materials in bras, underwear and other intimate apparel.

These products often come into prolonged contact with sensitive skin, allowing chemicals to leach into the body via dermal absorption, potentially exacerbating risks for hormone-sensitive cancers like breast cancer.

Phthalates, bisphenol A (BPA) and per- and polyfluoroalkyl substances (PFAS) — often called "forever chemicals" — are common in synthetic fabrics like polyester, spandex and nylon, which dominate Victoria's Secret's product lines. To mitigate, Victoria's Secret must accelerate full transparency, invest in organic cotton and chemical-free alternatives. Girls should opt for natural-fibre lingerie."The other concern is what the fashion world often promotes as ‘ideal wear’.

Dr Bandimegal explained, "A lot of inner garments today are made more for appearance than comfort or health, they’re tight, synthetic, and worn for long hours. This constant pressure can interfere with proper lymphatic circulation and affect the health of breast tissue. It doesn’t directly cause cancer but over time, it can create conditions like inflammation and tissue stress, which aren’t healthy either.

Then there’s the emotional side of it. The pressure to look perfect is a silent stress that young women carry every day.

Stress hormones like cortisol interfere with reproductive hormones."He elaborated, "When this continues for years, it weakens immunity and disrupts how cells repair themselves. That’s another reason we’re seeing breast cancer appearing earlier. The bigger problem is that health is no longer at the center of how women think about their bodies, its appearance. We have to change that. Every woman should be proud of her body for what it can do, not just how it looks.

Regular self-exams, balanced food, good sleep, less stress, these are far more powerful than any cosmetic ideal.

It’s time we start saying that loudly."In response to growing scrutiny, Victoria’s Secret has shifted towards greater inclusivity and health advocacy. The brand’s launch of the Victoria’s Secret Global Fund for Women’s Cancers in partnership with the American Association for Cancer Research (AACR) aims to fund innovative breast and gynaecologic cancer research, focusing on prevention and early detection. According to a recent 2025 report by AACR, this initiative hopes to “eliminate cancer health disparities and improve patient outcomes,” signalling a move from purely commercial interests toward genuine health engagement.