Eyes: Exploring Their Role in Story Brand Focus

Have you ever received advice to avoid using eye makeup due to issues like dry eyes, blepharitis, or discomfort from contact lenses? If so, you can genuinely relate to the frustration these suggestions can induce. For many, makeup serves as a vital form of self-expression, and being told to give it up entirely can feel like losing a crucial part of who they are.

This very feeling was the catalyst for the creation of Eyes Are the Story, a pioneering brand committed to empowering individuals to embrace their beauty while prioritising their eye health.

Uncover the Innovative Philosophy Behind Eyes Are the Story

Eyes Are the Story stands as the world’s first-ever optocosmetics brand, establishing a groundbreaking category within the beauty industry. This visionary initiative was founded by Amy Gallant Sullivan, who is both 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 expert in the field of dry eye research, thus firmly rooting the brand in ocular health science.

This is not just another beauty label that casually claims its products are suitable for “sensitive eyes.” Each formula is meticulously crafted with a strong emphasis on eye health, ensuring that it reflects a genuine commitment to enhancing ocular wellness rather than merely ticking boxes during product development.

Recognising the Crucial Necessity for This Groundbreaking Cosmetic Category

The extent of challenges linked to eye health and cosmetics is more extensive than one might assume. Over 90% of women under 55 regularly use cosmetics, and more than half of girls as young as 12 report using mascara, a product that can negatively impact the ocular surface. Furthermore, the burgeoning male grooming market indicates that these concerns are not confined 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 the meibomian glands, corneal, and conjunctival cells. These harmful substances disrupt the ocular microbiome, exacerbate dry eye symptoms, and increase the potential for infections.

For individuals currently receiving treatment for dry eye or other ocular surface conditions, the implications can be profound. Conventional makeup can unintentionally undermine the effectiveness of leading therapies like Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between appointments. Many patients find themselves bewildered as to why they continue to suffer from dry eyes despite receiving excellent clinical care, only to discover that their everyday makeup products contribute to their ongoing discomfort.

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

In the United States, merely 11 cosmetic ingredients are banned, while the European Union has restricted over 1,300. Many mainstream beauty brands take advantage of these regulatory loopholes, focusing on compliance rather than prioritising consumer safety.

Eyes Are the Story has successfully obtained approval in over 30 countries, including those across Europe and the US, by exceeding compliance standards rather than simply meeting them.

What Distinguishes Eyes Are the Story from Other Cosmetic Brands?

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

• Formaldehyde and its donors: preservatives that gradually release formaldehyde and can irritate the eye surface with continual 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 harmful to corneal and conjunctival cells, commonly found in eye drops and cosmetics.
• Retinols and Retin A: active ingredients capable of penetrating the tear film and causing 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 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 created by Eyes Are the Story is entirely free from all ten of these harmful ingredients.

Real-World Benefits of Using 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 remarks:

“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 noted remarkable improvements in conditions such as rosacea and sensitive eye issues even before commencing additional treatments.”

For patients, this groundbreaking approach transforms everyday beauty routines into a vital component of their ocular wellness. Just as consistent tooth brushing fosters oral health, utilising products designed to protect 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 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 serves both as a daily wash and a makeup remover, maintaining 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 introducing any ingredients that may migrate into the tear film or cause irritation.
• Eye Proof Eyeshadow: featuring six velvety, high-pigment shades that provide 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 formulation 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 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 conventional makeup has exacerbated their symptoms.
• Wear contact lenses: and experience 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 especially susceptible.
• Are undergoing ongoing ocular surface treatment: including individuals receiving IPL, LLLT, or other dry eye therapies who wish to preserve their treatment outcomes between appointments.
• Experience reactive or sensitive eyes: that struggle with common allergens such as 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

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 harmoniously coexist, a belief firmly 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 cater to your eye health needs.