Eyes Spotlight: Their Role in Effective Storytelling

If you have ever been advised to steer clear of eye makeup due to concerns like dry eyes, blepharitis, or discomfort linked to contact lenses, you can surely relate to the frustration that such recommendations can bring. For countless individuals, makeup is a vital form of self-expression, and being told to abandon it entirely can feel akin to losing an important part of one’s identity.

This feeling of discontent is the very reason behind the establishment of Eyes Are the Story.

Explore the Revolutionary Concept of Eyes Are the Story

Eyes Are the Story is trailblazing as the world's first-ever optocosmetics brand, establishing a groundbreaking standard within the beauty industry. Founded by Amy Gallant Sullivan, who holds the position of Executive Director and Co-Founder of the Tear Film and Ocular Surface Society (TFOS), and is also the daughter of Dr Donald R. Korb, a highly regarded researcher in the field of dry eye, this innovative brand is deeply rooted in the principles of ocular surface science.

This is not merely another beauty label that hastily labels its products as suitable for “sensitive eyes.” Each formula is crafted with meticulous attention to eye health as the primary focus, rather than merely checking a compliance box during the development process.

Recognising the Critical Need for This Innovative Cosmetic Category

The magnitude of the challenges surrounding eye health and cosmetics is far greater than most people realise. Over 90% of women under the age of 55 regularly utilise cosmetics, with more than half of girls as young as 12 reporting the use of mascara, a product known to adversely affect the ocular surface. Additionally, the male grooming market is expanding rapidly, suggesting that these concerns transcend specific demographics.

The TFOS Lifestyle Report on the influence of cosmetics on the ocular surface has validated what eye care professionals have long suspected: conventional cosmetic ingredients can be harmful to meibomian glands, corneal, and conjunctival cells. These detrimental substances disrupt the ocular microbiome, exacerbate dry eye symptoms, and elevate the risk of infections.

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

How Does Eyes Are the Story Ensure Compliance with Cosmetic Safety Regulations?

In the United States, only 11 cosmetic ingredients are prohibited, whereas the European Union has banned over 1,300. Numerous mainstream beauty products take advantage of these regulatory gaps, prioritising compliance over genuine safety.

Eyes Are the Story has achieved successful approval in over 30 countries across Europe, the US, and beyond, 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 terms the Top 10 Nasties—ingredients that are most likely to harm the ocular surface. These substances encompass:

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

Every formula crafted by Eyes Are the Story is entirely free from all ten of these harmful ingredients.

Unveiling the Numerous Benefits of Choosing Eyes Are the Story Products

For eye care professionals, this brand acts as an extension of their clinical care. As consultant ophthalmic and oculoplastic surgeon Dr Rachna Murthy emphasises:

“Patients anticipate optimal surgical outcomes and minimal recovery time. With Eyes Are the Story, I can prepare patients for public appearances within days. I have also observed significant improvements in conditions such as rosacea and sensitive eye issues even before commencing additional treatments.”

This innovative approach transforms daily beauty routines into a crucial aspect of ocular wellness for patients. Just as regular tooth brushing enhances oral health, utilising products designed to protect the periocular area mitigates cumulative damage over time and enhances the efficacy of any existing treatments they are undergoing.

Discover the Wide Range of Products Offered by Eyes By Design

We take great pleasure in presenting a selection of three essential products from the Eyes Are the Story collection:

• Eye Proof Liquid Liner: a smooth, long-lasting liquid liner that will not 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 function 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 formulated for the sensitive skin around the eye area. It offers hydration without introducing any ingredients that may migrate into the tear film or cause irritation.
• Eye Proof Eyeshadow: featuring six velvety, high-pigment shades that deliver vibrant, blendable colour without relying on harmful ingredients commonly 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 Can Benefit from Using Eyes Are the Story Products?

Eyes Are the Story is particularly advantageous for individuals who:

• Have been diagnosed with dry eye or blepharitis: especially in instances where standard makeup has aggravated symptoms.
• Wear contact lenses: and are experiencing discomfort, irritation, or sensitivity related to makeup application.
• Are recovering from surgery: including procedures such as LASIK, cataract surgery, or oculoplastic surgeries where the ocular surface is particularly vulnerable.
• Are receiving ongoing ocular surface treatment: anyone undergoing IPL, LLLT, or other dry eye therapies who wishes 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. Explore our article on makeup for sensitive eyes for further insights.

Fostering a Harmonious Balance Between Beauty and Eye Health

No one should ever have to compromise their desired appearance for the sake of their eye health. Eyes Are the Story is founded on the belief that beauty and ocular wellness can coexist harmoniously, a conviction supported by extensive research in ocular surface science.

Explore the complete range of Eyes Are the Story products available at Eyes By Design, or consult with our optometrists to identify which products are most suitable for your eye health needs.