Eyes: Exploring Their Importance in Brand Storytelling

Have you ever faced recommendations to avoid using eye makeup because of issues such as dry eyes, blepharitis, or discomfort related to contact lenses? If so, you can truly empathise with the frustration these suggestions can generate. For many individuals, makeup acts as an essential form of self-expression, and being advised to abandon it entirely can feel like losing a significant part of one’s identity.

This very frustration led to the inception of Eyes Are the Story, a pioneering brand committed to empowering individuals to celebrate their beauty while prioritising their eye health.

Uncover the Innovative Vision of Eyes Are the Story

Eyes Are the Story is celebrated as the world’s first-ever optocosmetics brand, thereby creating a revolutionary 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 Dr Donald R. Korb, a renowned researcher in the domain of dry eye, this brand is intricately linked to the science of ocular health.

This is far more than just another beauty brand that hastily markets its products as suitable for “sensitive eyes.” Each formula is meticulously designed with a keen focus on eye health, ensuring that it is not a mere compliance checkbox during development but represents a genuine commitment to enhancing ocular wellness.

Recognising the Vital Need for This Groundbreaking Cosmetic Category

The range of challenges tied to eye health and cosmetics is considerably broader than many people might realise. More than 90% of women under 55 regularly use cosmetics, with over half of girls as young as 12 reporting the use of mascara, a product known to negatively impact the ocular surface. Additionally, the growing male grooming market indicates that these concerns transcend gender boundaries.

The TFOS Lifestyle Report has validated what eye care professionals have long suspected: traditional cosmetic ingredients can indeed be detrimental to meibomian glands, corneal, and conjunctival cells. These harmful 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 quite substantial. Conventional makeup can unwittingly 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 still experience dry eyes despite receiving excellent clinical care, often discovering that their daily makeup products are contributing to their ongoing discomfort.

How Does Eyes Are the Story Ensure 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 exploit these regulatory gaps, prioritising compliance over consumer safety.

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

What Makes Eyes Are the Story Stand Out Among Cosmetic Brands?

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

• Formaldehyde and its donors: these preservatives gradually release formaldehyde and can irritate the eye surface with continuous exposure.
• Isopropyl cloprostenate: commonly found in lash growth mascaras, this ingredient is linked to changes in iris colour and the darkening of the eyelids.
• Fragrance: a primary cause of allergic reactions to cosmetics, often inadequately disclosed on product labels.
• Benzalkonium chloride: a preservative detrimental to corneal and conjunctival cells, frequently present in eye drops and cosmetics.
• Retinols and Retin A: these active ingredients can penetrate the tear film and irritate the ocular surface.
• Parabens: linked to disturbances in the ocular microbiome with prolonged use.
• 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 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 Transformative Benefits 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 points out:

“Patients anticipate optimal surgical outcomes and minimal recovery periods. 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 everyday beauty routines into a crucial element of their ocular wellness. Just as regular tooth brushing supports oral health, using products designed to safeguard the periocular area helps mitigate cumulative damage over time and enhances the efficacy of any ongoing treatments.

Discover 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 efficiently removes eye makeup without stripping the delicate periocular skin. This cleanser can function as both 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 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 encounter 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 outcomes between appointments.
• Experience reactive or sensitive eyes: struggling with common allergens like fragrance, preservatives, or other typical cosmetic ingredients. For further insights, explore our article on makeup for sensitive eyes.

Achieving a Harmonious Balance Between Beauty and Eye Health

No one should ever 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.

Explore the complete array 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.