Eyes: Discovering Their Importance in Brand Storytelling

If you have received advice to avoid using eye makeup due to issues such as dry eyes, blepharitis, or discomfort linked to contact lenses, you will understand the frustration these recommendations can cause. Makeup serves as a vital form of self-expression for countless individuals, and being instructed to abandon it can feel akin to losing a significant part of one’s identity.

This very frustration led to the creation of Eyes Are the Story, a pioneering brand aimed at 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 first-ever optocosmetics brand, creating a groundbreaking category in the beauty industry. It was 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 renowned researcher in the field of dry eye. This brand is firmly rooted in the science of ocular health.

This is not merely another beauty brand that hastily claims its products are suitable for “sensitive eyes.” Every formula is meticulously crafted with a strong emphasis on eye health, ensuring that it represents a genuine commitment to improving ocular wellness, rather than just a compliance checkbox during product development.

Recognising the Vital Demand for This Groundbreaking Cosmetic Category

The spectrum of challenges concerning eye health and cosmetics is far more extensive than many individuals might recognise. Over 90% of women under the age of 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 burgeoning male grooming market indicates that these concerns are not limited to one gender demographic.

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

For individuals currently undergoing treatment for dry eye or other ocular surface conditions, the implications can be profound. Conventional makeup can inadvertently undermine the effectiveness of leading therapies such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between appointments. Many patients find it perplexing as to why they continue to suffer from dry eyes despite receiving exemplary clinical care, often discovering that their daily makeup products play a role in their ongoing discomfort.

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

In the United States, a mere 11 cosmetic ingredients are subject to a ban, whereas the European Union has restricted over 1,300. Numerous mainstream beauty brands exploit these regulatory loopholes, concentrating on compliance rather than prioritising consumer safety.

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

What Distinguishes Eyes Are the Story from Other Cosmetic Brands?

This brand intentionally avoids what it categorises as the Top 10 Nasties: the ingredients most likely to harm the ocular surface. The harmful substances include:

• Formaldehyde and its donors: preservatives that gradually release formaldehyde and can irritate the eye surface with continual 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 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: 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 detrimental ingredients.

Realising the Tangible Benefits of Using Eyes Are the Story Products

For eye care professionals, this brand represents an extension of their clinical care. As 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 essential aspect of their ocular wellness. Just as consistent tooth brushing promotes oral health, using products specifically 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 introduce a selection of three crucial 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 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 instances where standard makeup has exacerbated their symptoms.
• Wear contact lenses: and encounter 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 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 feel compelled to sacrifice their desired appearance for the sake of their eye health. Eyes Are the Story is founded on the belief that beauty and ocular wellness can coexist seamlessly, a principle 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 to your eye health needs.