Eyes: Discovering Their Role in Story Brand Spotlight

If you have ever received advice to avoid using eye makeup due to potential issues such as dry eyes, blepharitis, or the discomfort that can accompany contact lenses, you will understand the frustration these suggestions can generate. For many, makeup is an essential medium of self-expression, and being told to abandon it can feel like losing a vital part of one’s identity.

This very feeling inspired the launch of Eyes Are the Story, a groundbreaking 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 is celebrated as the world’s pioneering optocosmetics brand, establishing a novel category in the beauty realm. Founded by Amy Gallant Sullivan, the Executive Director and Co-Founder of the Tear Film and Ocular Surface Society (TFOS), and daughter of Dr Donald R. Korb, a renowned researcher in dry eye conditions, this brand is firmly rooted in ocular health science.

This is not just another beauty brand that has casually branded its products as “suitable for sensitive eyes.” Every formula is meticulously developed with a commitment to eye health, ensuring that it represents a genuine dedication to enhancing ocular wellness rather than merely ticking a compliance box during production.

Recognising the Crucial Demand for This Groundbreaking Cosmetic Category

The extent of challenges related to eye health and cosmetics is far more extensive than many people realise. More than 90% of women under 55 frequently use cosmetics, and over half of girls as young as 12 report using mascara, a product known to have adverse effects on the ocular surface. Additionally, the growing male grooming market indicates that these issues are not limited to a single gender demographic.

The TFOS Lifestyle Report has corroborated what eye care professionals have long suspected: traditional cosmetic ingredients can be detrimental to meibomian glands, corneal, and conjunctival cells. These harmful compounds disrupt the ocular microbiome, exacerbate dry eye symptoms, and heighten the risk of infections.

For those currently receiving treatment for dry eye or other ocular surface disorders, the ramifications can be considerable. Standard makeup can inadvertently reduce the efficacy of leading therapies such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between treatments. Many patients are perplexed as to why they continue to experience dry eyes despite receiving excellent clinical care, often discovering that their daily makeup choices contribute to ongoing discomfort.

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

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

Eyes Are the Story has successfully obtained approval in over 30 countries, including regions 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 deliberately avoids what it identifies as the Top 10 Nasties: the ingredients most likely to inflict harm on the ocular surface. These harmful substances comprise:

• Formaldehyde and its donors: preservatives that gradually release formaldehyde and can irritate the eye surface with continued exposure.
• Isopropyl cloprostenate: often present 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 found 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 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 developed by Eyes Are the Story is entirely free from all ten of these harmful ingredients.

Realising the Tangible Benefits of Eyes Are the Story Products

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

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

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

Dive into the Extensive Range of Products Offered by 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. 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, 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.
• 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 advantageous for individuals who:

• Have been diagnosed with dry eye or blepharitis: especially in instances 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 such as LASIK, cataract surgery, or oculoplastic surgeries where the ocular surface is particularly vulnerable.
• Are undergoing ongoing ocular surface treatment: including those 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 more insights, explore our article on makeup for sensitive eyes.

Achieving a Harmonious Balance Between Beauty and Eye Health

No one should have to compromise their desired appearance for the sake of their eye health. Eyes Are the Story is built 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 are best suited for your eye health needs.