Pink is often considered to be a life-affirming color, and it often signifies stress relief and calmness. Susan G. Koman began using pink as a breast cancer awareness color in the early 1990s when they started handing out pink visors to people who participated in Race for the Cure races. After colored ribbons became popular ways to raise awareness and support for the military and HIV, the organization started giving out pink ribbons. Although Susan G. Koman was the first to use it, Estee Lauder and Self Magazine popularized it in 1992, and it’s been associated with breast cancer ever since.