Eyes: Exploring Their Role in Story Brand Narratives

If you have ever received advice to avoid using eye makeup due to issues like dry eyes, blepharitis, or discomfort related to contact lenses, you can truly appreciate the frustration these recommendations can generate. For many, makeup serves as a crucial form of self-expression, and the suggestion to abandon it can feel like the loss of an essential part of one’s identity.

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

Unveiling the Innovative Vision Behind Eyes Are the Story

Eyes Are the Story proudly holds the distinction of being the world’s first-ever optocosmetics brand, thereby creating a groundbreaking category within the beauty sector. Established by Amy Gallant Sullivan, the Executive Director and Co-Founder of the Tear Film and Ocular Surface Society (TFOS), and the daughter of esteemed researcher Dr Donald R. Korb, this brand is profoundly rooted in the science of ocular health.

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

Recognising the Critical Demand for This Pioneering Cosmetic Category

The range of challenges associated with eye health and cosmetics is significantly broader than many might comprehend. More than 90% of women under the age of 55 regularly apply cosmetics, and over half of young girls aged 12 report using mascara, a product known to negatively impact the ocular surface. Moreover, the growing male grooming market indicates that these concerns extend beyond traditional gender boundaries.

The TFOS Lifestyle Report has validated what eye care professionals have long suspected: conventional cosmetic ingredients can adversely affect meibomian glands, corneal, and conjunctival cells. These detrimental substances disrupt the ocular microbiome, exacerbate dry eye symptoms, and increase the likelihood of infections.

For individuals currently receiving treatment for dry eye or other ocular surface conditions, the consequences can be substantial. Traditional makeup can unintentionally reduce 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 exemplary clinical care, often realising that their daily makeup products are contributing to ongoing discomfort.

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

In the United States, a mere 11 cosmetic ingredients face restrictions, whereas the European Union has prohibited over 1,300. Numerous mainstream beauty brands exploit these regulatory loopholes, prioritising compliance over genuine consumer protection.

Eyes Are the Story has successfully received approval in over 30 countries throughout Europe, the US, and beyond by surpassing compliance standards, rather than simply meeting them.

What Distinguishes Eyes Are the Story from Other Cosmetic Brands?

This brand deliberately avoids what it classifies as the Top 10 Nasties: the ingredients most likely to harm the ocular surface. These hazardous substances include:

• Formaldehyde and its donors: preservatives that gradually release formaldehyde and can irritate the eye surface with prolonged exposure.
• Isopropyl cloprostenate: commonly 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, 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 provoke irritation to the ocular surface.
• Parabens: associated with disruptions in the ocular microbiome with extended 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 produced by Eyes Are the Story is entirely free from all ten of these detrimental ingredients.

Witness the Real-World Advantages 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 notes:

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

For patients, this innovative approach transforms their daily beauty routines into a vital aspect of their ocular wellness. Just as consistent tooth brushing fosters oral health, using products designed to protect the periocular area helps reduce cumulative damage over time and enhances the efficacy 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. 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 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.

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 experience discomfort, irritation, or sensitivity linked 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 struggle with common allergens like fragrance, preservatives, or other typical cosmetic ingredients. For more insights, check out our article on makeup for sensitive eyes.

Achieving a Perfect 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 harmoniously coexist, 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 eye health needs.