Eyes: Discover Their Importance in Storytelling Brands

If you have ever received recommendations to avoid using eye makeup due to issues such as dry eyes, blepharitis, or discomfort linked to contact lenses, you can truly appreciate the frustration these suggestions can evoke. Makeup serves as a vital means of self-expression for countless individuals, and being advised to give it up entirely can feel akin to losing a significant aspect of your identity and personal style.

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

Unveiling the Innovative Concept Behind Eyes Are the Story

Eyes Are the Story proudly stands as the world’s pioneering optocosmetics brand, carving out a revolutionary niche 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 expert in the realm of dry eye research, this brand is firmly anchored in the science that underpins ocular health.

This is not merely another beauty brand that hastily labels its products as suitable for “sensitive eyes.” Each formula is meticulously crafted with a steadfast commitment to eye health, ensuring that it goes beyond mere compliance during development and genuinely enhances ocular wellness.

Recognising the Essential Demand for This Groundbreaking Cosmetic Category

The extent of challenges related to eye health and cosmetics is far more extensive than many might realise. Over 90% of women under the age of 55 regularly utilise cosmetics, with more than half of young girls as early as 12 reporting the use of mascara, a product infamous for negatively impacting the ocular surface. Additionally, the burgeoning male grooming market indicates that these concerns are not limited to one gender demographic.

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

For individuals currently receiving treatment for dry eye or other ocular surface conditions, the ramifications can be profound. Standard makeup can inadvertently hinder the efficacy of leading therapies such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between sessions. Many patients find themselves baffled as to why they continue to experience dry eyes despite receiving exemplary clinical care, often uncovering 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, merely 11 cosmetic ingredients are banned, whereas the European Union has imposed restrictions on over 1,300. Numerous mainstream beauty brands exploit these regulatory loopholes, concentrating on compliance rather than prioritising consumer safety and wellbeing.

Eyes Are the Story has successfully secured approval in over 30 countries across Europe, the United States, and beyond by exceeding compliance standards rather than merely 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 compromise the ocular surface. These harmful substances include:

• Formaldehyde and its donors: preservatives that gradually release formaldehyde, which can irritate the eye surface with continuous exposure.
• Isopropyl cloprostenate: commonly found in lash growth mascaras, associated with changes in iris colour and darkening of the eyelids.
• Fragrance: a primary cause of allergic reactions to cosmetics often inadequately disclosed on product labels.
• Benzalkonium chloride: a preservative harmful to corneal and conjunctival cells, frequently 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: linked to disturbances in the ocular microbiome with prolonged usage.
• Phenoxyethanol: a preservative that can induce 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 hazardous 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, ensuring safety and efficacy.

Experiencing the Real-World Advantages 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 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 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 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.

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 line:

• Eye Proof Liquid Liner: a smooth, long-lasting liquid liner that won’t flake into your eyes. It 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 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, providing 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 typically found in traditional eyeshadows. Experience the full spectrum of 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 use or convenient on-the-go application.

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 traditional 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 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 more insights, check out our article on makeup for sensitive eyes.

Establishing 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 built on the principle that beauty and ocular wellness can coexist seamlessly, a belief strongly backed 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 meet your individual eye health needs.