Oh for sure! My hair got super brittle when I was on a certain medication. Switching to a super gentle shampoo and a silk pillowcase actually helped a ton.
I've seen people blame a single product for months of damage. Hair snaps all the time from regular wear, like tight ponytails or brushing when wet. My cousin freaked out over breakage last year but it turned out her old bleach job was just growing out. Could be a mix of things, not just one strong treatment.