Eyes: Exploring Their Role in Story Brand Spotlight

If you have ever been advised against using eye makeup due to complications such as dry eyes, blepharitis, or discomfort related to contact lenses, you will fully appreciate the frustration that such recommendations can provoke. Makeup serves as a crucial avenue for self-expression for countless individuals, and being instructed to abandon it entirely can feel akin to losing a vital part of your identity.

This very sentiment led to the establishment of Eyes Are the Story, a pioneering brand committed to empowering individuals to embrace their beauty while prioritising their eye health.

Uncover the Innovative Vision Behind the Brand Eyes Are the Story

Eyes Are the Story proudly stands as the world’s first-ever optocosmetics brand, creating an entirely new category within the beauty sector. Founded by Amy Gallant Sullivan, who serves as the Executive Director and Co-Founder of the esteemed Tear Film and Ocular Surface Society (TFOS), and as the daughter of Dr Donald R. Korb, a prominent researcher in the field of dry eye, this brand is fundamentally rooted in the scientific principles of ocular health.

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

Recognising the Critical Need for This Groundbreaking Cosmetic Category

The range of challenges associated with eye health and cosmetics is far broader than most individuals might realise. More than 90% of women under the age of 55 routinely use cosmetics, and over half of girls as young as 12 report using mascara, a product known to negatively impact the ocular surface. Furthermore, the expanding male grooming market indicates that these concerns extend beyond a single gender demographic.

The TFOS Lifestyle Report has substantiated 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 ocular microbiome, exacerbate dry eye symptoms, and increase the risk of infections.

For individuals currently undergoing treatment for dry eye or other conditions affecting the ocular surface, the implications can be considerable. Conventional makeup can inadvertently reduce the effectiveness of leading therapies such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between appointments. Many patients may 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 Guarantee Cosmetic Safety and Compliance?

In the United States, only 11 cosmetic ingredients are banned, whereas the European Union has restricted over 1,300. Numerous mainstream beauty brands take advantage of these regulatory gaps, focusing on compliance rather than genuinely prioritising consumer safety.

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

What Distinguishes Eyes Are the Story from Other Cosmetic Brands?

This brand consciously avoids what it categorises as the Top 10 Nasties: the ingredients most likely to inflict harm on the ocular surface. These harmful substances include:

• Formaldehyde and its donors: preservatives that gradually release formaldehyde, potentially causing irritation to the eye surface with repeated exposure.
• Isopropyl cloprostenate: frequently 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, often inadequately disclosed on product labels.
• Benzalkonium chloride: a preservative harmful to corneal and conjunctival cells, commonly present in eye drops and various cosmetics.
• Retinols and Retin A: active ingredients that can penetrate the tear film and lead to irritation of the ocular surface.
• Parabens: associated with disturbances in the ocular microbiome with prolonged usage.
• Phenoxyethanol: a preservative that may 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 in 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 entirely free from all ten of these harmful ingredients.

Experience 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 emphasises:

“Patients anticipate optimal surgical outcomes and minimal recovery time. With Eyes Are the Story, I can prepare patients for public engagements within days. I have also witnessed remarkable improvements in conditions such as rosacea and sensitive eye issues even before commencing additional treatments.”

For patients, this innovative approach transforms daily beauty routines into a fundamental aspect of their ocular wellness. Just as consistent tooth brushing promotes oral health, using products designed to protect the periocular area helps mitigate cumulative damage over time while enhancing the effectiveness of any ongoing treatments.

Explore the Extensive Range of Products Offered by Eyes Are the Story

We are delighted 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. 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 function 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 surrounding the eye area. It delivers 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 provide vibrant, blendable colour without relying on harmful ingredients typically found in conventional 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 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 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 like fragrance, preservatives, or other typical cosmetic ingredients. For more insights, explore 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 belief that beauty and ocular wellness can coexist seamlessly, a conviction 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 best suit your eye health needs.