Eyes: Exploring Their Importance in Brand Narratives

If you have ever been advised to avoid using eye makeup because of complications like dry eyes, blepharitis, or discomfort related to contact lenses, you can undoubtedly appreciate the frustration these recommendations can provoke. For countless individuals, makeup is an essential form of self-expression, and being told to abandon it can feel akin to losing a vital part of your identity and personal style.

This very sentiment inspired the creation of Eyes Are the Story, a brand dedicated to empowering those who wish to celebrate their beauty while prioritising their eye health and well-being.

Uncover the Innovative Philosophy That Drives Eyes Are the Story

Eyes Are the Story proudly stands as the world’s very first optocosmetics brand, thus creating a groundbreaking category within the beauty industry. Founded by Amy Gallant Sullivan, who holds the position of 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 realm of dry eye, this brand is intricately rooted in the science of ocular health and wellness.

This is not merely another beauty brand that hastily claims its products are suitable for individuals with “sensitive eyes.” Each formula is meticulously crafted with an unwavering focus on eye health, ensuring that it transcends being just a compliance checkbox during development and represents a genuine commitment to enhancing ocular wellness.

Recognising the Critical Need for This Groundbreaking Cosmetic Category

The extent of challenges related to eye health and cosmetics is far broader than many might initially realise. Over 90% of women under the age of 55 frequently utilise 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 growing male grooming market suggests that these issues extend beyond a singular gender demographic.

The TFOS Lifestyle Report has validated what eye care professionals have long suspected: conventional 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 ramifications can be significant. Traditional 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 themselves bewildered as to why they continue to suffer from dry eyes despite receiving excellent clinical care, often discovering that their daily makeup products contribute to their ongoing discomfort.

How Does Eyes Are the Story Ensure the Safety and Compliance of Its Cosmetics?

In the United States, only 11 cosmetic ingredients face a ban, whereas the European Union has restricted over 1,300. Many mainstream beauty brands exploit these regulatory gaps, focusing on compliance rather than prioritising consumer safety and health.

Eyes Are the Story has achieved approval in over 30 countries across Europe, the US, and various other regions by surpassing compliance standards, rather than merely adhering to them.

What Distinguishes Eyes Are the Story from Other Cosmetic Brands?

This brand purposefully avoids what it identifies as the Top 10 Nasties: the ingredients most likely to harm the ocular surface and overall eye health. These harmful substances include:

• Formaldehyde and its donors: preservatives that gradually release formaldehyde and can irritate the eye surface with continuous exposure, leading to discomfort.
• Isopropyl cloprostenate: frequently found in lash growth mascaras, linked to alterations in iris colour and darkening of the eyelids.
• Fragrance: a leading cause of allergic reactions to cosmetics, frequently inadequately disclosed on product labels, often leading to irritation.
• Benzalkonium chloride: a preservative detrimental 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 induce irritation to the ocular surface.
• Parabens: associated with disturbances in the ocular microbiome with prolonged usage, contributing to issues such as dry eye.
• Phenoxyethanol: a preservative that may cause irritation and toxicity on the ocular surface, impacting eye comfort.
• Salicylic acid: an exfoliant that should be avoided near the periocular skin and tear film to prevent irritation.
• 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 sensitive tissues surrounding the eyes.

Every formula developed by Eyes Are the Story is entirely free from all ten of these detrimental ingredients, ensuring safety and comfort for users.

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. As consultant ophthalmic and oculoplastic surgeon Dr Rachna Murthy articulates:

“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 witnessed remarkable improvements in conditions such as rosacea and sensitive eye issues even before initiating additional treatments.”

For patients, this innovative approach transforms daily beauty routines into an integral part of their ocular wellness journey. Just as regular tooth brushing promotes oral health, using products specifically designed to protect the periocular area aids in mitigating 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 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, ensuring comfort and elegance.
• 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, ensuring your lashes look fabulous at all times.

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 cases where standard makeup has exacerbated their symptoms, leading to discomfort and irritation.
• Wear contact lenses: and experience discomfort, irritation, or sensitivity related to makeup application, making it challenging to enjoy their beauty routines.
• Are recovering from surgery: including procedures such as LASIK, cataract surgery, or oculoplastic surgeries where the ocular surface is particularly vulnerable and requires special care.
• 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, ensuring optimal eye comfort.
• Experience reactive or sensitive eyes: that struggle with common allergens such as 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

No one should 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 seamlessly coexist, a belief strongly supported by extensive research in ocular surface science and health.

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 and concerns.