Eyes: Their Role in the Spotlight of Storytelling

If you have ever received recommendations to avoid using eye makeup due to complications such as dry eyes, blepharitis, or discomfort associated with contact lenses, you can truly understand the frustration these suggestions can provoke. For countless individuals, makeup serves as a vital tool for self-expression, and being advised to abandon it can feel like losing an integral part of your identity and personal style.

This very sentiment inspired the inception of Eyes Are the Story, a brand dedicated to empowering individuals to embrace their unique beauty while prioritising their eye health and overall wellbeing.

Uncover the Innovative Vision Behind Eyes Are the Story

Eyes Are the Story proudly stands as the world’s pioneering optocosmetics brand, establishing a groundbreaking category within the beauty industry. Founded by Amy Gallant Sullivan, who serves as 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 domain of dry eye, this brand is deeply rooted in the scientific aspects of ocular health.

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

Recognising the Critical Need for This Innovative Cosmetic Category

The scope of challenges pertaining to eye health and cosmetics is significantly broader than many people might realise. Statistics reveal that over 90% of women under the age of 55 regularly utilise cosmetics, with more than half of girls as young as 12 reporting the use of mascara, a product known to negatively impact the ocular surface. Additionally, the burgeoning male grooming market indicates that these concerns are not confined to a single gender demographic.

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

For individuals currently undergoing treatment for dry eye or other ocular surface conditions, the implications of using conventional makeup can be profound. Such products may inadvertently reduce the effectiveness of leading therapies like Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between appointments. Many patients find themselves confused as to why they continue to suffer from dry eyes despite receiving exemplary clinical care, often discovering that their daily makeup products contribute significantly to their persistent discomfort.

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

In the United States, only 11 cosmetic ingredients face regulatory bans, while the European Union has restricted over 1,300. Numerous mainstream beauty brands exploit these regulatory loopholes, focusing on mere compliance instead of prioritising consumer safety and well-being.

Eyes Are the Story has successfully obtained approval in over 30 countries across Europe, the US, and additional regions by consistently exceeding compliance standards, rather than simply adhering to them.

What Distinguishes Eyes Are the Story from Other Cosmetic Brands?

This brand intentionally steers clear of what it categorises as the Top 10 Nasties: the ingredients most likely to harm the ocular surface. These 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, associated with 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 irritate 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 developed by Eyes Are the Story is completely free from all ten of these detrimental ingredients.

Experience the Tangible Benefits of 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 explains:

“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 component of their ocular wellness. Just as consistent tooth brushing promotes oral health, utilising products designed to protect the periocular area helps mitigate cumulative damage over time and enhances the effectiveness of any ongoing treatments.

Explore 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. This product is formulated without the Top 10 Nasties, making it 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 be used 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 formulated 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 commonly 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 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 face discomfort, irritation, or sensitivity linked to the application of makeup.
• 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 such as fragrance, preservatives, or other typical cosmetic ingredients. For further insights, check out our article on makeup for sensitive eyes.

Achieving a Harmonious Balance Between Beauty and Eye Health

One should never have to sacrifice 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 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 identify which products are best suited for your individual eye health needs.