Eyes: Discovering Their Role in Storytelling and Branding

If you have ever been advised to avoid using eye makeup due to complications like dry eyes, blepharitis, or discomfort related to contact lenses, you can truly appreciate the frustration these recommendations can cause. For countless individuals, makeup is a crucial form of self-expression, and being told to abandon it entirely can feel like losing an essential part of your identity and confidence.

This very feeling inspired the creation of Eyes Are the Story, a pioneering brand committed to empowering individuals to celebrate their beauty while prioritising their eye health and well-being.

Explore the Innovative Philosophy Behind Eyes Are the Story

Eyes Are the Story proudly stands as the world's first-ever optocosmetics brand, establishing a groundbreaking category within the flourishing 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 prominent researcher in the realm of dry eye, the 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.” Each formula is meticulously crafted with a profound emphasis on eye health, ensuring that eye wellness is not just a compliance checkbox during development, but a genuine dedication to enhancing ocular health and comfort.

Recognising the Critical Need for This Groundbreaking Cosmetic Category

The scope of challenges associated with eye health and cosmetics is far more extensive than many might realise. Over 90% of women under the age of 55 routinely use 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. Furthermore, the growing male grooming market indicates that these concerns extend beyond one gender demographic.

The TFOS Lifestyle Report has corroborated what eye care professionals have long suspected: traditional cosmetic ingredients can adversely affect meibomian glands, corneal, and conjunctival cells. These harmful substances disrupt the delicate ocular microbiome, exacerbate dry eye symptoms, and heighten the risk of infections, ultimately affecting eye comfort and overall health.

For individuals currently undergoing treatment for dry eye or other ocular surface conditions, the implications can be substantial. Conventional makeup can inadvertently compromise the efficacy 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 receiving excellent clinical care, often discovering that their daily makeup products contribute significantly to their ongoing discomfort.

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

In the United States, only 11 cosmetic ingredients face 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 and well-being.

Eyes Are the Story has successfully obtained approval in over 30 countries across Europe, the US, and other regions by surpassing compliance standards, rather than merely adhering to them, showcasing a commitment to product safety and efficacy.

What Distinguishes Eyes Are the Story from Other Cosmetic Brands?

This innovative brand intentionally avoids what it categorises as the Top 10 Nasties: the ingredients most likely to harm the ocular surface and compromise eye health. These harmful substances include:

• Formaldehyde and its donors: preservatives that gradually release formaldehyde and can cause irritation to the eye surface with continuous exposure.
• Isopropyl cloprostenate: frequently 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, often inadequately disclosed on product labels, affecting many users.
• Benzalkonium chloride: a preservative harmful to corneal and conjunctival cells, commonly found in eye drops and various cosmetics.
• Retinols and Retin A: active ingredients that can penetrate the tear film and cause irritation to the sensitive ocular surface.
• Parabens: linked to disturbances in the ocular microbiome with prolonged usage, posing risks for eye health.
• Phenoxyethanol: a preservative that may cause irritation and toxicity on the ocular surface, leading to discomfort.
• Salicylic acid: an exfoliant that should be avoided near the periocular skin and tear film, which could exacerbate symptoms.
• Tea tree oil: beneficial for treating demodex under clinical supervision but 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, ensuring safety and comfort for users.

Realising the Tangible Benefits of 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 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 observed 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. Just as regular 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 Diverse Range of Products from 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 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 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 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 cases where conventional makeup has exacerbated their symptoms.
• Wear contact lenses: and experience discomfort, irritation, or sensitivity related to 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 are affected by common allergens like fragrance, preservatives, or other typical cosmetic ingredients. For more insights, consider reading 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 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 specific eye health needs.