Look Good Feel Better

What Look Good Feel Better does

Look Good Feel Better (LGFB) is a registered Canadian charitable organization headquartered at 150 Eglinton Ave. East, Suite 308, Toronto, and operating since 1989 (with country-level program launch reported as 1992). It is the only national Canadian charity dedicated to managing the psychosocial and appearance-related effects of cancer and its treatment. Services are delivered at no cost to participants across 80+ in-person locations nationwide and via online Zoom workshops; offerings cover Skincare & Makeup, Wigs & Scarves, Bras & Prostheses, Teen, and Men's Shaving & Skincare core workshops, plus specialized programs in Advanced Skincare, Post-Treatment Nutrition, and a 2025-launched Well-Being Series (Nail Care, Cancer Fatigue, Areola Tattooing, Cancer and Work, Talking to Kids About Cancer). Participants receive complimentary cosmetic kits assembled from category-champion sponsors including L'Oréal Canada, Estée Lauder, Mary Kay, MAC, NARS, Clinique, Vichy, and La Roche-Posay; the organization distributes 73%+ of funds directly to program impact.

Technology is non-proprietary: LGFB runs standard web content management, Zoom-based online workshops, and a volunteer-led facilitator model with 800+ volunteers contributing 7,292 hours in 2025. The business model is donation-funded: revenue streams include individual donations (one-time, monthly, legacy, in-honour/in-memoriam, community fundraising), corporate sponsorships and gifts in kind from cosmetics and retail partners, and signature fundraising events including Mirror Ball ($1.56M in 2025), Bubbles & Brunch ($307K+ across Toronto and Montreal in 2025), and Shoppers Drug Mart's Holiday Beauty Rendez-vous ($1.58M in 2025). Customer segmentation is horizontal across people facing cancer (all types, within one year of diagnosis), with sub-segments for teenagers, men, caregivers, and referring healthcare professionals; distribution combines self-referral (workshop finder on lgfb.ca, 1-800-914-5665 phone line) with healthcare-provider referrals from oncology teams, cancer centers, and hospitals nationwide.

Name

Look Good Feel Better

Legal name

Look Good Feel Better Canada

Website

https://lgfb.ca

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

1–10 employees

Short description

Look Good Feel Better is a Canadian charitable non-profit that delivers free psychosocial and appearance-related support workshops to people facing cancer. It operates 12+ workshop formats across 80+ in-person locations and online, funded primarily by donations and cosmetics-industry corporate partnerships.

Ownership category

akta.pro rank

Product category

Cancer Psychosocial Support Services

NAICS

Voluntary Health Organizations (813212)

SIC

Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Disease-Specific Research & Support (e.g., Cancer, Diabetes, ALS) (BPAGACAA)

Keywords

• Cancer support workshops
• Psychosocial cancer care
• Nonprofit health services
• Patient education programs
• Cancer wellness resources

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Individual Donations: Charitable organization funded primarily through donations from individuals. Multiple giving options including one-time donations, monthly giving, community fundraising, legacy giving, and in-honour/in-memoriam gifts.
2. Corporate Sponsorship and Product Donations: Major corporate sponsors including cosmetics companies (L'Oréal Canada, Estée Lauder, Mary Kay, Clinique, MAC, NARS, Vichy, La Roche-Posay, Clarins, Benefit Cosmetics, Sephora Canada, Shiseido, PUIG, Coty, Wella) provide both financial support and product donations. Category champions cover specific product categories in workshop kits. Shoppers Drug Mart and the Shoppers Drug Mart Foundation for Women's Health are key partners.
3. Cause Marketing: Partnership with Shoppers Drug Mart through the Holiday Beauty Rendez-vous campaign, which raised $1.58 million in 2025. Corporate giving programs include sponsorships, cause marketing, and gifts in kind.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels12 records

Core offering

Look Good Feel Better (LGFB) is Canada's only national charitable program delivering free, brand-neutral workshops that help people facing cancer manage the appearance-related and psychosocial effects of cancer treatment. Core offerings include in-person and online workshops covering skincare and makeup, wigs and scarves, bras and prostheses, teen support, and men's shaving and skincare, complemented by digital resources (podcast, magazine, video content) and complimentary product kits distributed to participants.

Product overview

Look Good Feel Better (LGFB) is a Canadian national charitable program providing free psychosocial support workshops and resources for people facing cancer. The core offering consists of in-person and online workshops covering skincare & makeup, wigs & scarves, bras & prostheses, teen support, and men's shaving & skincare. Additional workshops include advanced skincare, post-treatment nutrition, and the Well-Being Series (nail care, cancer fatigue, areola tattooing, cancer and work, talking to kids). LGFB also provides digital resources including the Facing Cancer Together podcast and LGFB Magazine. Participants receive complimentary product kits (Confidence Kit or Men's Kit) containing beauty and skincare products. Programs are delivered across 80+ locations in Canada and online, reaching 124,748 users in 2025.

Differentiator

Problem solved

Functional benefit

Brands

• Facing Cancer Together: A podcast by Look Good Feel Better that shares stories and provides support for people facing cancer, their families, friends, and healthcare teams.
• LGFB Magazine

Products and services

• Skincare & Makeup Workshop A 2-hour in-person or 1-1.5 hour online workshop teaching participants skincare, cosmetics, wigs and hair alternatives techniques to manage appearance-related effects of cancer treatment. Participants receive a complimentary kit of skincare and cosmetic products. Free of charge.
• Wigs & Scarves Workshop Workshop covering wig alternatives and head covering options for those experiencing hair loss during cancer treatment. Free of charge.
• Bras & Prostheses Workshop Workshop addressing breast care, breast forms, and prostheses options for women who have undergone mastectomy or breast surgery. Free of charge.
• Teen Workshop Dedicated workshop for teenagers facing cancer, providing age-appropriate support for managing appearance-related effects of treatment. Free of charge.
• Shaving & Men's Skincare Workshop Workshop designed specifically for men facing cancer, covering skincare, shaving and grooming techniques tailored to manage treatment-related skin changes. Available both online and in-person at select locations with complimentary Men's Skincare Kit. Free of charge.
• Advanced Skincare Workshop Online workshop led by expert Onco-Dermatologists sharing simple steps to help minimize and manage common skin and nail issues that arise during and after cancer treatment. Free of charge.
• Post-Treatment Nutrition Workshop Workshop led by cancer nutrition specialists helping participants regain strength, energy, and overall health through nutrition advice after cancer treatment. Free of charge.
• Nail Care Workshop Workshop dedicated to managing nail side effects during and after cancer treatment, covering symptoms like nail separation, ridges, discoloration, and peeling caused by chemotherapy and immunotherapy. Led by an oncodermatologist. Free of charge.
• Cancer Fatigue Workshop Workshop providing practical strategies and best practices for identifying, differentiating from everyday fatigue, managing cancer-related fatigue, and regaining energy. Partnership with Cancer Fatigue Services. Free of charge.
• Areola Tattooing Workshop Workshop addressing areola tattooing as part of breast reconstruction support for cancer survivors. Free of charge.
• Cancer and Work Workshop

Quantifiable outcome

• 96% of workshop participants would recommend LGFB to another person facing cancer
• +4 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered flagship, core and minor.

• Shoppers Drug Mart / Shoppers Drug Mart Foundation for Women's HealthflagshipGTM or Marketing PartnerLong-standing key partner supporting LGFB programs through the Holiday Beauty Rendez-vous campaign, which raised $1.58 million in 2025. The Foundation provides significant funding for women's health programs and psychosocial support services for women and teens with cancer across Canada.
• Mary Kay (Mary Kay Ash Charitable Foundation)coreGTM or Marketing PartnerCategory champion providing regular product donations to assemble over 9,500 workshop kits annually. Mary Kay has been a longstanding partner providing both product donations and financial contributions including funds from MK5K walks and holiday campaign matching donations. Also supports shipping of online workshop kits.
• L'Oréal CanadacoreGTM or Marketing PartnerMajor corporate sponsor and partner providing financial support and product donations. Employees and sales associates actively participate in volunteer activities and fundraising events.
• Estée Lauder CompaniescoreGTM or Marketing PartnerCategory champion and major corporate sponsor supporting LGFB workshops with both financial contributions and product donations for workshop kits.
• CliniquecoreGTM or Marketing PartnerCategory champion donating products for workshop kits, helping participants access high-quality skincare and cosmetics.
• MAC CosmeticscoreGTM or Marketing PartnerCategory champion providing makeup products for workshop kits, supporting participants in learning cosmetic techniques.
• NARScoreGTM or Marketing PartnerCategory champion donating cosmetics for workshop kits.
• La Roche-PosaycoreGTM or Marketing PartnerCategory champion providing skincare products for workshop kits, supporting participants with skin-related side effects of treatment.
• VichycoreGTM or Marketing PartnerCategory champion donating skincare products for workshop kits.
• Clarins CanadacoreGTM or Marketing PartnerCorporate sponsor and board member organization, providing both financial support and board leadership through Caroline Morin, Vice President of Marketing and Communication.
• Sephora CanadacoreGTM or Marketing PartnerCorporate sponsor providing financial support for LGFB programs.
• ShiseidocoreGTM or Marketing PartnerCorporate sponsor and board member organization. Louanne McGrory, former Shiseido Americas executive, serves as Board Chair.
• NankindminorStrategic or Co-development PartnerPartnership to deliver the 'Talking to Kids About Cancer' workshop, helping parents navigate conversations with children about cancer diagnosis.
• Cancer Fatigue ServicesminorStrategic or Co-development PartnerPartnership to deliver the 'Cancer-Related Fatigue' workshop, addressing one of the most common and debilitating side effects of cancer treatment.
• Cancer and WorkminorStrategic or Co-development PartnerPartnership to deliver the 'Cancer and Work' workshop addressing the impact of cancer on employment and providing strategies for returning to work.
• Hospitals and Cancer Centers (80+ locations)coreStrategic or Co-development PartnerPartnership with hospitals and cancer treatment centers across Canada providing venue and patient referrals for in-person workshops at 80+ locations nationwide.
• Cosmetics Alliance CanadacoreStrategic or Co-development PartnerIndustry association representing cosmetics manufacturers in Canada. Darren Praznik serves as President and CEO on LGFB board. Organizes the annual Beauty of Giving events including Mirror Ball.
• Groupe MarcelleminorGTM or Marketing PartnerCorporate sponsor providing financial support.
• Holt RenfrewminorGTM or Marketing PartnerCorporate sponsor and retailer partner.
• La Vie en RoseminorGTM or Marketing PartnerCorporate sponsor providing financial support.
• Procter & GamblecoreGTM or Marketing PartnerCorporate sponsor with Lisa Reid, Chief Commercial Officer, serving on LGFB board as Vice Chair. Provides financial support for programs.
• International LGFB Network (27 countries)coreStrategic or Co-development PartnerGlobal network of related LGFB programs operating independently in 27 countries including USA, UK, Australia, France, Germany, and others, sharing the Look Good Feel Better name and mission to help people with cancer.

Scale indicators17 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CancerCare: US nonprofit offering free professional support services including counseling, support groups, and educational workshops to people affected by cancer. Closely aligned in delivering free psychosocial programming to cancer patients.
• Livestrong Foundation: US-based nonprofit helping people affected by cancer with navigation, emotional support, and fertility resources. Highly comparable in providing free, non-clinical support services to cancer patients.
• Rethink Breast Cancer: Canadian charity focused on younger people with breast cancer, delivering support programs, education, and community resources. Comparable in target audience overlap and focus on appearance/lifestyle support.
• Wellspring Cancer Support: Canadian nonprofit operating cancer support centers offering free psychosocial programs, including appearance, exercise, and emotional wellness programming. Highly comparable mission and in-person workshop delivery model.
• Look Good Feel Better (United States): US affiliate of the same Look Good Feel Better brand, delivering free workshops and resources to people facing cancer through a similar volunteer-led model. The closest direct mirror of LGFB Canada's offering in a different geography.
• Young Adult Cancer Canada: Canadian nonprofit supporting young adults with cancer through peer connection, retreats, and digital resources. Comparable peer-support and educational programming model for a defined cancer-patient segment.

Others

• Beauty Gives Back (The Estée Lauder Companies Charitable Foundation): Philanthropic initiative of one of LGFB's largest corporate sponsors. Comparable in funding cancer-related causes in the beauty industry and a key ecosystem partner for LGFB.

Broad incumbents

• Canadian Cancer Society: Canada's largest national cancer charity, funding research and delivering broad support services. Competes for the same donor and corporate-partner dollars as LGFB but at a much larger scale and broader mission.

Regional players

• Macmillan Cancer Support: UK-based cancer charity providing information, financial, and emotional support to people with cancer. Comparable psychosocial-support mission and large-scale volunteer delivery.
• Willow Breast & Hereditary Cancer Support: Canadian charity providing breast and hereditary cancer support, including community programming. Overlaps with LGFB's Bras & Prostheses and Areola Tattooing workshops.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/LGFBCanada
• LinkedInlinkedin.com/company/lookgoodfeelbettercanada
• Instagraminstagram.com/lgfbcanada
• Xx.com/LGFBCanada

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Look Good Feel Better