Despite ‘cultural competence’ rhetoric within health care, women’s varied breast cancer experiences are often overlooked within the ‘pink ribbon culture’ of breast cancer, which focuses on white, heterosexual, middle-class women’s accounts. We present a multimodal critical discourse analysis of four Australian breast cancer organisations’ websites, which provide information and support to women. We examine how they represent the needs and experiences of women from minority groups, specifically lesbians, women from ‘culturally and linguistically diverse’ backgrounds, and women from Indigenous backgrounds. Through the two discursive themes: ‘boys do cry’ and ‘being breast aware’, we illustrate how women from these groups are sometimes included and at times marginalised on websites. We also identify a discourse of ‘diversity’, which seemingly supports ‘cultural competence’ but actually obscures the assumptions that underpin cancer care. We suggest that women who are not white, heterosexual or middle class could find available resources inappropriate, or experience barriers to access.