Eyes: Discovering Their Role in Story Brand Spotlight

If you have ever received advice against using eye makeup due to complications like dry eyes, blepharitis, or discomfort linked to contact lenses, you will understand the frustration that accompanies such recommendations. For many individuals, makeup serves as a crucial form of self-expression, and being told to abandon it can feel akin to losing an essential part of one's identity.

This very frustration sparked the inception of Eyes Are the Story, a brand dedicated to empowering individuals to embrace their beauty while simultaneously prioritising their eye health.

Uncover the Revolutionary Vision Behind Eyes Are the Story

Eyes Are the Story proudly stands as the world’s inaugural optocosmetics brand, marking the emergence of a groundbreaking category in the beauty sector. Founded by Amy Gallant Sullivan, who is the Executive Director and Co-Founder of the Tear Film and Ocular Surface Society (TFOS), alongside her father, Dr Donald R. Korb, a renowned researcher in the field of dry eye, the brand's foundation is deeply entrenched in ocular health science.

What sets this apart from other beauty brands is the meticulous care taken in formulating each product. This brand does not simply label its products as suitable for “sensitive eyes.” Instead, every formula is designed with a profound commitment to eye health, ensuring that the enhancement of ocular wellness is at the forefront of their development process.

Recognising the Critical Need for This Innovative Cosmetic Category

The scope of challenges associated with eye health and cosmetic use is far more extensive than many might appreciate. Over 90% of women under 55 regularly apply 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 rapidly growing male grooming sector indicates that these issues are not confined to one gender.

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 increase the likelihood of infections.

For those currently receiving treatment for dry eye or other ocular surface conditions, the ramifications can be considerable. Traditional makeup can unintentionally reduce the effectiveness of leading therapies such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between appointments. Many patients find themselves confused about why they continue to experience dry eyes despite high-quality clinical care, often discovering 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, only 11 cosmetic ingredients are banned, while the European Union has restricted over 1,300. Numerous mainstream beauty brands exploit these regulatory loopholes, prioritising compliance over consumer safety.

Eyes Are the Story has successfully received approval in over 30 countries across Europe, the US, and various other regions 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 classifies as the Top 10 Nasties: ingredients that are most likely to cause harm to the ocular surface. These harmful substances include:

• Formaldehyde and its donors: preservatives that gradually release formaldehyde and can irritate the eye surface with continued exposure.
• Isopropyl cloprostenate: frequently found in lash growth mascaras, linked to changes in iris colour and darkening of the eyelids.
• Fragrance: a major cause of allergic reactions to cosmetics, often 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 irritate 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 crafted by Eyes Are the Story is entirely free from all ten of these detrimental ingredients.

Experience the Tangible Benefits of Eyes Are the Story Products

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

“Patients anticipate 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 significant 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 a crucial aspect of their ocular wellness. Just as consistent tooth brushing supports oral health, utilising products designed to protect the periocular area aids in reducing cumulative damage over time and enhances the efficacy of any ongoing treatments.

Discover 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 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 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 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 especially 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 like 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

One should never 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 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 are most suitable for your eye health needs.