Eyes: Discovering Their Importance in Brand Storytelling

Have you ever been advised to avoid using eye makeup due to issues like dry eyes, blepharitis, or discomfort from contact lenses? If so, you can certainly relate to the frustration these recommendations can provoke. For many, makeup serves as a crucial avenue for self-expression, and being told to abandon it can feel like losing an essential part of their identity.

This very challenge gave rise to Eyes Are the Story, a brand committed to empowering individuals to embrace their beauty while placing a strong emphasis on their eye health.

Uncover the Innovative Vision Behind Eyes Are the Story

Eyes Are the Story proudly stands as the world's first-ever optocosmetics brand, pioneering a groundbreaking category in the beauty sector. Founded by Amy Gallant Sullivan, the Executive Director and Co-Founder of the Tear Film and Ocular Surface Society (TFOS), and the daughter of Dr Donald R. Korb, a notable researcher in dry eye, this brand is firmly rooted in the science of ocular health.

This brand is not merely another beauty line that hastily claims its offerings are suitable for “sensitive eyes.” Each formula is meticulously designed with a focus on eye health, ensuring that it represents more than just a compliance requirement; it reflects a genuine commitment to enhancing ocular wellness.

Recognising the Critical Need for This Groundbreaking Cosmetic Category

The array of challenges related to eye health and cosmetics extends far beyond what most people might expect. Over 90% of women under 55 regularly use cosmetics, and more than half of girls as young as 12 report using mascara, a product known to negatively impact the ocular surface. Furthermore, the expanding market for male grooming indicates that such issues are not limited to a single gender demographic.

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

For individuals currently in treatment for dry eye or other ocular surface conditions, the implications can be profound. Traditional makeup can unintentionally reduce the efficacy of leading therapies such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between appointments. Many patients find themselves bewildered as they continue to experience dry eyes despite receiving excellent clinical care, often realising that their everyday makeup choices contribute to their ongoing discomfort.

In What Ways Does Eyes Are the Story Guarantee Cosmetic Safety and Compliance?

In the United States, only 11 cosmetic ingredients are prohibited, whereas the European Union has restricted over 1,300. Numerous mainstream beauty brands exploit these regulatory discrepancies, often prioritising compliance over genuine consumer safety.

Eyes Are the Story has successfully achieved approval in over 30 countries across Europe, the US, and beyond by exceeding compliance standards, rather than merely conforming to them.

What Distinguishes Eyes Are the Story from Other Cosmetic Brands?

This brand deliberately avoids what it identifies as the Top 10 Nasties: 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 prolonged 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.
• Benzalkonium chloride: a preservative harmful 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: associated with disturbances in the ocular microbiome with extended usage.
• Phenoxyethanol: a preservative that may provoke 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 crafted by Eyes Are the Story is entirely free from all ten of these harmful ingredients.

Realising the Tangible Benefits of Using Eyes Are the Story Products

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

“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 an integral part of their ocular wellness. Just as regular tooth brushing supports oral health, using products designed to protect the periocular area aids in mitigating cumulative damage over time and enhances the efficacy of ongoing treatments.

Discover the Extensive Range of Products Available from Eyes Are the Story

We are thrilled to introduce 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. This product is formulated without the Top 10 Nasties, ensuring safety 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, preserving the natural balance of the skin and surrounding tissues.
• Eye Proof Facial Serum: a lightweight serum specifically designed for the sensitive skin surrounding the eye area. It provides 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 typically 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 ideal 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 been diagnosed with dry eye or blepharitis: particularly in situations where standard makeup has exacerbated their symptoms.
• Wear contact lenses: and experience discomfort, irritation, or sensitivity associated with makeup application.
• Are recovering from surgery: including procedures like LASIK, cataract surgery, or oculoplastic surgeries where the ocular surface is especially sensitive.
• 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: which struggle with common allergens such as fragrance, preservatives, or other typical cosmetic ingredients. For further insights, check out our article on makeup for sensitive eyes.

Achieving a Perfect Balance Between Beauty and Eye Health

No one should have to sacrifice their desired appearance in the name of eye health. Eyes Are the Story is built on the principle that beauty and ocular wellness can seamlessly coexist, a belief robustly 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 are best suited for your eye health needs.