Eyes: Exploring Their Role in Story Brand Spotlight

If you have ever 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 can bring. For many, makeup serves as a crucial form of self-expression, and being told to abandon it entirely can feel akin to losing a vital part of one's identity.

This very sentiment sparked the inception of Eyes Are the Story, a pioneering brand committed to empowering individuals to celebrate their beauty while prioritising their eye health.

Uncover the Innovative Philosophy Behind Eyes Are the Story

Eyes Are the Story proudly stands as the world’s first-ever optocosmetics brand, effectively creating a groundbreaking category 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 the daughter of Dr Donald R. Korb, a renowned researcher in the realm of dry eye, this brand is profoundly entrenched in the science of ocular health.

This is not merely another beauty brand that hastily labels its offerings as suitable for “sensitive eyes.” Instead, each formula is meticulously crafted with a strong emphasis on eye health, ensuring it is not just a compliance checkbox during development, but rather a genuine commitment to enhancing ocular wellness.

Recognising the Critical Demand for This Revolutionary Cosmetic Category

The scope of challenges associated with eye health and cosmetics extends far beyond what many may realise. More than 90% of women under the age of 55 regularly utilise cosmetics, and over half of girls as young as 12 report using mascara, a product known for its potential adverse effects on the ocular surface. Furthermore, the burgeoning male grooming market indicates that these concerns are not limited to a single gender demographic.

The TFOS Lifestyle Report has validated what eye care professionals have long suspected: traditional cosmetic ingredients can pose risks to meibomian glands, corneal, and conjunctival cells. These harmful substances can disrupt the ocular microbiome, exacerbate dry eye symptoms, and increase the likelihood of infections.

For individuals currently undergoing treatment for dry eye or other ocular surface conditions, the implications can be substantial. Conventional makeup may unintentionally diminish the efficacy of leading therapies such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between appointments. Many patients are left baffled as to why they persist in experiencing dry eyes despite receiving exemplary clinical care, often realising that their daily makeup products are contributing to their ongoing discomfort.

How Does Eyes Are the Story Guarantee Cosmetic Safety and Compliance?

In the United States, the regulatory landscape is stringent, with only 11 cosmetic ingredients facing a ban. In contrast, the European Union has restricted over 1,300 ingredients. Numerous mainstream beauty brands exploit these regulatory loopholes, prioritising compliance over genuine consumer safety.

Eyes Are the Story has successfully secured approval in over 30 countries across Europe, the US, and various other regions by exceeding compliance standards, rather than simply adhering to them.

What Distinguishes Eyes Are the Story from Other Cosmetic Brands?

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

• Formaldehyde and its donors: preservatives that gradually release formaldehyde and can irritate the eye surface with continuous exposure.
• Isopropyl cloprostenate: frequently 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, commonly present in eye drops and cosmetics.
• Retinols and Retin A: active ingredients that can penetrate the tear film and cause irritation to the ocular surface.
• Parabens: linked to disturbances in the ocular microbiome with prolonged usage.
• Phenoxyethanol: a preservative that may cause 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 guidance, 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 entirely free from all ten of these detrimental ingredients.

Experience the Tangible Benefits of Using Eyes Are the Story Products

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

“Patients expect exceptional surgical outcomes 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 before initiating additional treatments.”

For patients, this innovative approach transforms daily beauty routines into an integral part of their ocular wellness. Just as regular tooth brushing fosters oral health, using products designed to safeguard the periocular area helps mitigate cumulative damage over time and enhances the effectiveness of any ongoing treatments.

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

We are thrilled to present a selection of three essential offerings 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 delivers hydration without incorporating 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 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 especially advantageous for individuals who:

• Have received a diagnosis of dry eye or blepharitis: particularly in circumstances where standard makeup has exacerbated their symptoms.
• Wear contact lenses: and suffer discomfort, irritation, or sensitivity associated with makeup application.
• Are recovering from surgical procedures: including treatments such as LASIK, cataract surgery, or oculoplastic surgeries where the ocular surface is particularly vulnerable.
• 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 such as fragrance, preservatives, or other typical cosmetic ingredients. For further insights, explore our article on makeup for sensitive eyes.

Achieving 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 principle that beauty and ocular wellness can coexist seamlessly, a belief strongly 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 determine which products best align with your eye health needs.