Breast Cancer Awareness Month: turning personal pain into purpose

Anastasia is using her own breast cancer and hair loss journey to make a difference to others, launching a new training academy here in Wales.

The mum of two was diagnosed with breast cancer at the age of 34, she found herself trying to navigate the health care system when it came to sourcing a wig when her hair fell out during chemotherapy.

She needed to find herself again and discovered that access to hair replacement services or a suitable wig was not only poor but also very expensive.

At the time of her own diagnosis there was a lack of understanding or knowledge when it came to providing replacement wigs for those who had afro hair like herself.

Anastasia, now age 40, was diagnosed in 2021 and three years later founded Scarlett Jack Hairitage – which now supports the NHS and patients in being able to affordably access realistic hair options.

Now working alongside us, she is providing self-advocacy support to those going through their own cancer journey.

Of her own diagnosis, she explains:

“Before I was told I needed chemotherapy, I had kept my diagnosis largely hidden. When my hair began to fall out, denial set in.

“Despite my professional knowledge and experience as a hair stylist and hair loss consultant, nothing could have prepared me for the depth of the emotional and psychological impact. At that point, professional experience almost became irrelevant. I was a patient who needed someone else to support me through it.”

Anastasia sought support from another professional, an experience which would ultimately have a significant influence on the direction of both her work and advocacy.

Her work and expertise has led to the development of our self-advocacy resource around hair loss during chemotherapy, providing valuable information to support people in understanding their options in a way that feels right for them.

Anastasia adds:

For Anastasia, this was never simply about providing a wig or hair replacement solutions, but ensuring people receive the standard of care and professional support they deserve.

Whilst under her follow-up surveillance scan in the autumn of 2025, a mammogram identified something suspicious in her left breast. She was told it was Lobular Carcinoma in Situ (LCIS), a condition associated with an increased future risk of developing breast cancer.

Having already undergone a mastectomy of her right breast five years ago, she now faced another mastectomy on her left side which she had in January this year and with-it reconstruction surgery immediately afterwards.

Having spent years supporting people experiencing hair loss, Anastasia suddenly found herself on the other side of the chair yet again.

Alison Birkett, our Media Relations and Communications Manager, explains:

“For many women, the impact of breast cancer extends far beyond appointments, scans and treatment. Changes to the body, worries about the future, challenges in relationships, concerns about work or family life, and the emotional toll of a cancer diagnosis can all have a lasting effect.

“Some women complete treatment and find the transition to life afterwards difficult. Others remain on long-term treatment, navigating physical and emotional challenges every day. Whatever their experience, many face struggles that are rarely talked about.”

Maddy Young, our Insight and Intelligence Lead, who is working to ensure patients are fairly represented and heard in the health setting, had this to say.

“We know in terms of cancer, right across the journey that ethnicity data is an issue and is not routinely gathered even though there is a mandate to collect it. It is good to know that Anastasia has this NHS contract to provide wigs in a range of hair textures, to respond to the need that we know is there, even if the data can’t tell us. Better data capture could help inform services such as these, as well as tailored treatment pathways and highlight underrepresented groups in everything from research to screening uptake. We want to ensure that lived experience remains at the heart of our work here at Tenovus Cancer Care and to ensure people can access the right support, information and help they need and deserve.”