Eyes: Discovering Their Role in Story Brand Focus

If you have received advice to avoid using eye makeup due to complications such as dry eyes, blepharitis, or discomfort linked to contact lenses, you can truly appreciate the frustration these recommendations may cause. Makeup serves as a vital form of self-expression for countless individuals, and being told to abandon it entirely can feel like losing a significant part of your identity.

This very frustration inspired the creation of Eyes Are the Story, a brand dedicated to empowering individuals who want to embrace their beauty while prioritising their eye health.

Unveiling the Innovative Vision Behind Eyes Are the Story

Eyes Are the Story is celebrated as the world’s first-ever optocosmetics brand, paving the way for a revolutionary category within the beauty industry. Founded by Amy Gallant Sullivan, who serves as the Executive Director and Co-Founder of the Tear Film and Ocular Surface Society (TFOS), and the daughter of Dr Donald R. Korb, a renowned researcher in the field of dry eye, this brand is deeply rooted in the science of ocular health and wellness.

This is not simply another beauty brand that hastily labels its products as suitable for “sensitive eyes.” Every formula is meticulously crafted with a focus on eye health, ensuring that it is not merely a compliance checkbox during development but a genuine commitment to enhancing ocular wellness and comfort.

Exploring the Critical Need for This Innovative Cosmetic Category

The range of challenges associated with eye health and cosmetics is vastly broader than many might realise. More than 90% of women under the age of 55 regularly use cosmetics, and over half of girls as young as 12 report using mascara, a product known to adversely affect the ocular surface and overall eye comfort. Furthermore, the expanding male grooming market indicates that these concerns are not confined to a single gender demographic but affect a wider audience.

The TFOS Lifestyle Report has confirmed what eye care professionals have long suspected: traditional cosmetic ingredients can be harmful to meibomian glands, corneal, and conjunctival cells. These harmful substances disrupt the delicate ocular microbiome, aggravate dry eye symptoms, and increase the risk of infections, making it essential to consider the impact of cosmetics on eye health.

For individuals currently undergoing treatment for dry eye or other ocular surface conditions, the implications can be significant. Conventional makeup can inadvertently undermine the effectiveness of leading therapies such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between appointments. Many patients find themselves bewildered as to why they continue to experience dry eyes despite receiving excellent clinical care, often discovering that their daily makeup products contribute to their ongoing discomfort.

What Measures Does Eyes Are the Story Take to Ensure Cosmetic Safety and Compliance?

In the United States, only 11 cosmetic ingredients face a ban, while the European Union has restricted over 1,300. Numerous mainstream beauty brands exploit these regulatory gaps, prioritising compliance over genuine consumer safety. In stark contrast, Eyes Are the Story has successfully gained approval in over 30 countries across Europe, the US, and other regions by exceeding compliance standards rather than merely adhering to them.

What Distinguishes Eyes Are the Story from Other Cosmetic Brands?

This brand consciously avoids what it categorises as the Top 10 Nasties: the ingredients most likely to harm the delicate ocular surface. These harmful substances include:

• Formaldehyde and its donors: preservatives that gradually release formaldehyde and can irritate the eye surface with continual exposure.
• Isopropyl cloprostenate: often found in lash growth mascaras, linked to changes in iris colour and darkening of the eyelids.
• Fragrance: a leading cause of allergic reactions to cosmetics, frequently inadequately disclosed on product labels, causing discomfort for many users.
• Benzalkonium chloride: a preservative detrimental to corneal and conjunctival cells, commonly present in eye drops and various cosmetics.
• Retinols and Retin A: active ingredients that can penetrate the tear film and cause irritation to the ocular surface.
• Parabens: associated with disturbances in the ocular microbiome with prolonged usage, raising concerns about their safety.
• Phenoxyethanol: a preservative that may cause irritation and toxicity on the ocular surface, leading to discomfort.
• Salicylic acid: an exfoliant that should be avoided near the periocular skin and tear film to prevent irritation.
• Tea tree oil: beneficial for treating demodex under clinical supervision, yet potentially harmful when used in cosmetics applied daily to the eyelids.
• Argireline: a peptide found in anti-aging products that may pose risks for the delicate tissues surrounding the eyes.

Every formula developed by Eyes Are the Story is completely free from all ten of these detrimental ingredients, ensuring both safety and efficacy.

Discover the Real-World Benefits of Using Eyes Are the Story Products

For eye care professionals, this brand serves as a beneficial extension of their clinical care. As consultant ophthalmic and oculoplastic surgeon Dr Rachna Murthy highlights:

“Patients expect optimal surgical results and minimal recovery time. With Eyes Are the Story, I can prepare patients for public appearances within days. I have also observed remarkable improvements in conditions such as rosacea and sensitive eye issues even prior to initiating additional treatments.”

For patients, this innovative approach transforms daily beauty routines into a vital aspect of their ocular wellness. Just as consistent tooth brushing promotes oral health, using products designed to protect the periocular area helps mitigate cumulative damage over time and enhances the effectiveness of any ongoing treatments.

Explore the Extensive Range of Products Offered by Eyes Are the Story

We are excited to present a selection of three essential products from the Eyes Are the Story collection:

• Eye Proof Liquid Liner: a smooth, long-lasting liquid liner that won’t flake into your eyes. Formulated without the Top 10 Nasties, it is safe for contact lens wearers and individuals with sensitive eyes.
• Eye Proof Facial Cleanser: a gentle gel cleanser that effectively removes eye makeup without stripping the delicate periocular skin. This cleanser can serve both as a daily wash and a makeup remover, preserving the natural balance of the skin and surrounding tissues.
• Eye Proof Facial Serum: a lightweight serum specifically designed for the sensitive skin around the eye area. It provides hydration without introducing any ingredients that may migrate into the tear film or cause irritation to the ocular surface.
• Eye Proof Eyeshadow: featuring six velvety, high-pigment shades that deliver vibrant, blendable colour without relying on harmful ingredients found in traditional eyeshadows. Experience all the flair without compromising ocular surface health.
• Mascara Trio Set: a flake-free formula that strengthens and volumises lashes while actively preventing bacterial growth within the product. This mini set is perfect for trial or convenient on-the-go use.

Who Benefits Most from Using Eyes Are the Story Products?

Eyes Are the Story is particularly beneficial for individuals who:

• Have been diagnosed with dry eye or blepharitis: especially in cases where standard makeup has worsened their symptoms and overall comfort.
• Wear contact lenses: and experience discomfort, irritation, or sensitivity linked to makeup application, making these products essential.
• Are recovering from surgery: including procedures such as LASIK, cataract surgery, or oculoplastic surgeries where the ocular surface is particularly vulnerable and requires special care.
• Are undergoing ongoing ocular surface treatment: including individuals receiving IPL, LLLT, or other dry eye therapies who wish to maintain their treatment results between appointments.
• Experience reactive or sensitive eyes: that struggle with common allergens like fragrance, preservatives, or other typical cosmetic ingredients. For more insights, check out our article on makeup for sensitive eyes.

Achieving a Harmonious Balance Between Beauty and Eye Health

One should never have to sacrifice their desired appearance for the sake of their eye health. Eyes Are the Story is founded on the principle that beauty and ocular wellness can seamlessly coexist, a belief strongly supported by extensive research in ocular surface science, promoting a holistic approach to beauty.

Explore the complete range of Eyes Are the Story products available at Eyes By Design, or consult with our optometrists to identify which products align best with your eye health needs and beauty aspirations.