Eyes: Discovering Their Role in Story Branding

If you have ever received guidance to avoid using eye makeup due to issues such as dry eyes, blepharitis, or discomfort linked to contact lenses, you can undoubtedly appreciate the frustration these suggestions can provoke. Makeup plays a crucial role in self-expression for many individuals, and being advised to abandon it entirely can feel akin to losing a significant piece of one's identity.

This very frustration was the driving force behind the establishment of Eyes Are the Story, a brand devoted to empowering individuals to celebrate their beauty while prioritising their eye health.

Uncover the Innovative Philosophy Behind Eyes Are the Story

Eyes Are the Story proudly holds the title of the world’s first-ever optocosmetics brand, pioneering a groundbreaking category in the beauty sector. Founded by Amy Gallant Sullivan, who is 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 realm of dry eye, this brand is fundamentally anchored in the science of ocular health.

This is not just another cosmetics brand that hastily claims its products are suitable for “sensitive eyes.” Each formula is meticulously crafted with an unwavering focus on eye health, ensuring that it represents a genuine commitment to enhancing ocular wellness rather than merely a compliance checkbox during product development.

Recognising the Critical Importance of This Revolutionary Cosmetic Category

The range of challenges associated with eye health and cosmetics is much more extensive than most individuals may realise. Over 90% of women below the age of 55 regularly utilise cosmetics, and more than half of girls as young as 12 report using mascara, a product known to adversely impact the ocular surface. Furthermore, the burgeoning male grooming market indicates that these concerns are not confined to a specific gender demographic.

The TFOS Lifestyle Report has validated what eye care professionals have long suspected: traditional cosmetic ingredients can be detrimental to meibomian glands, as well as corneal and conjunctival cells. These harmful substances can disrupt the ocular microbiome, exacerbate dry eye symptoms, and increase the risk of infections.

For individuals undergoing treatment for dry eye or other ocular surface conditions, the ramifications can be substantial. Conventional makeup can unwittingly hinder the efficacy of leading therapies, such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT), between appointments. Many patients find themselves puzzled as to why they continue to experience 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, while the European Union has restricted over 1,300. Numerous mainstream beauty brands exploit these regulatory gaps, focusing on compliance rather than prioritising consumer safety.

Eyes Are the Story has successfully obtained approval in over 30 countries, encompassing Europe, the US, and other regions, by exceeding compliance standards rather than merely 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 harm the ocular surface. These harmful substances include:

• Formaldehyde and its donors: preservatives that gradually release formaldehyde, which can irritate the eye surface with continued exposure.
• Isopropyl cloprostenate: commonly 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, frequently inadequately disclosed on product labels.
• Benzalkonium chloride: a preservative harmful to corneal and conjunctival cells, often present in eye drops and cosmetics.
• Retinols and Retin A: active ingredients that can penetrate the tear film and irritate the ocular surface.
• Parabens: associated with 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, 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 developed by Eyes Are the Story is entirely free from all ten of these detrimental ingredients.

Experiencing the Tangible 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 notes:

“Patients anticipate optimal surgical outcomes 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 prior to initiating further treatments.”

For patients, this innovative approach transforms their daily beauty routines into an essential component of their ocular wellness. Just as consistent tooth brushing promotes oral health, utilising products designed to safeguard the periocular area helps mitigate cumulative damage over time and enhances the effectiveness 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 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 Will Benefit Most 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 situations where traditional 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 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.

Achieving a Perfect 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 belief that beauty and ocular wellness can coexist seamlessly, a conviction strongly supported by extensive research in ocular surface science.

Explore the full range of Eyes Are the Story products available at Eyes By Design, or consult with our optometrists to determine which products are most suitable for your eye health needs.