Why every review you leave with Primary supports ovarian cancer research

At Primary, we have always asked customers what they think. A review helps the next woman choose well — whether she is buying her first bra, replacing a daily favourite, or finding something for a special occasion. It is also one of the few ways we hear directly from you about fit, fabric and how a piece wears over time.

We have given that feedback a second purpose.

What is Primary's review donation initiative

For every product review left with Primary, we donate two dollars to the Hudson Institute of Medical Research, directed toward their ovarian cancer research program. There is no minimum spend, no limit on how many reviews count, and no catch. A few honest lines about a piece you already own is enough.

Why ovarian cancer research

Ovarian cancer is one of the most underfunded women's cancers in Australia. Each year, close to 1,930 Australian women are diagnosed, and around 1,060 die from the disease. Because symptoms are often vague or easy to miss, ovarian cancer is usually found at an advanced stage, when treatment options are limited. It accounts for around 27 per cent of gynaecological cancers diagnosed in Australia, yet a disproportionate share of gynaecological cancer deaths, given its lower survival rate.

This matters to us because Primary exists to serve women, at every stage of life. Supporting research that could change those numbers felt like a natural extension of that.

Who is the Hudson Institute of Medical Research

The Hudson Institute is an independent Australian medical research organisation based in Melbourne. Its researchers are working on earlier detection tests for ovarian cancer, and on a deeper understanding of the disease at a cellular and genetic level. They work closely with hospitals and clinicians, so discoveries move into real diagnostics and treatments, not only into published papers. Their goal is straightforward: more women diagnosed earlier, with more options, and better outcomes.

How to take part

Taking part costs nothing beyond a few minutes of your time.

If you have purchased from Primary, visit the product page for that piece and scroll to the bottom to find the review form. Alternatively, look for the email we send two weeks after your order arrives, which includes a direct link to leave your review.

Share how the piece fits, how it wears, and whether it has become a favourite. Each review, however short, adds to the total we donate.

What happens to the donation

We tally reviews and make our donation to the Hudson Institute on an ongoing basis. We share the running total and what it goes toward with our customers, so the impact stays visible rather than becoming a one-line mention in a footer.

Why this matters to us as a business

We think a considered business looks outward as well as inward. Primary is a small, independently run lingerette, but the women who shop with us are the same women affected by diseases like this one, whether directly or through someone they know. A review takes a customer a few minutes. For us, turning that small act into a contribution toward research felt like the right use of something we already had plenty of: feedback, freely given.

This is not a one-off. It is part of how Primary operates, ongoing.