Eyes: Unveiling Their Importance in Story Brand Spotlight

If you have ever received advice suggesting that you should refrain from using eye makeup due to challenges like dry eyes, blepharitis, or discomfort stemming from contact lenses, you are likely familiar with the frustration that such recommendations can cause. For many, makeup represents an essential form of self-expression and creativity. Being told to completely eliminate it can feel akin to losing a crucial aspect of one's identity.

This feeling of loss and the desire for a solution is the core inspiration behind the creation of Eyes Are the Story.

Discover the Unique Philosophy and Vision of Eyes Are the Story

Eyes Are the Story is pioneering as the world’s first-ever optocosmetics brand, creating a revolutionary category within the beauty industry. Founded 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 distinguished researcher in the field of dry eye, this brand is firmly rooted in scientific research pertaining to ocular health.

This is not simply another beauty brand that labels its products as suitable for “sensitive eyes” without any meaningful consideration. Each product is thoughtfully formulated with eye health as the primary focus, ensuring that every ingredient is chosen with care and precision, rather than merely as a compliance measure.

Understand the Urgent Need for This Groundbreaking Cosmetic Category

The magnitude of the challenges associated with eye health and cosmetic use is more significant than most people realise. Research shows that over 90% of women under the age of 55 regularly use cosmetics, with more than half of girls as young as 12 reporting the use of mascara, a product that is known to adversely affect the ocular surface. Furthermore, the male grooming sector is rapidly expanding, indicating that concerns about eye health are pertinent to a broader audience than previously thought.

The TFOS Lifestyle Report has confirmed what eye care professionals have long suspected: traditional cosmetic ingredients can be detrimental to meibomian glands, corneal, and conjunctival cells. These ingredients can disturb the ocular microbiome, aggravate symptoms of dry eye, and heighten the risk of infections.

For patients currently undergoing treatment for dry eye or ocular surface diseases, the implications can be severe. Conventional makeup can inadvertently undermine the efficacy of advanced therapies such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between treatment sessions. Many patients are left wondering why they still experience dry eyes despite receiving exemplary clinical care, often realising that the everyday products they use are contributing to their ongoing discomfort.

How Does Eyes Are the Story Navigate Cosmetic Safety Regulations?

Within the United States, only 11 cosmetic ingredients are prohibited, whereas the European Union has banned over 1,300 substances. Many conventional beauty products exploit these regulatory gaps, often prioritising compliance over genuine safety.

Eyes Are the Story has successfully obtained approval in over 30 countries across Europe, the US, and beyond by exceeding safety compliance standards rather than merely satisfying them.

What Sets Eyes Are the Story Apart from Other Cosmetic Brands?

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

• Formaldehyde and its donors: preservatives that gradually release formaldehyde, leading to irritation of the eye surface with ongoing exposure.
• Isopropyl cloprostenate: often found in lash growth mascaras, linked to changes in iris colour and darkening of the eyelids.
• Fragrance: a primary cause of allergic reactions to cosmetics, frequently inadequately disclosed on product labels.
• Benzalkonium chloride: a preservative that poses a risk to corneal and conjunctival cells, commonly found in eye drops and cosmetics.
• Retinols and Retin A: active ingredients that can penetrate the tear film, leading to irritation of the ocular surface.
• Parabens: associated with disruptions in the ocular microbiome with prolonged 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-ageing products that can 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, ensuring safety and efficacy for users.

Explore the Practical Benefits of Using Eyes Are the Story Products

For eye care professionals, this brand acts as an extension of their clinical practice. As consultant ophthalmic and oculoplastic surgeon Dr Rachna Murthy highlights:

“Patients expect optimal surgical outcomes and minimal recovery periods. With Eyes Are the Story, I can prepare patients for social engagements within a matter of days. I have also witnessed significant improvements in conditions such as rosacea and sensitive eye issues even before initiating further treatments.”

For patients, this innovative approach transforms everyday beauty routines into a crucial component of ocular wellness. Just as regular tooth brushing contributes to oral health, using products designed to safeguard the periocular zone mitigates cumulative damage over time and enhances the effectiveness of any ongoing treatments.

Discover the Comprehensive Range of Products Available from Eyes By Design

We are excited to showcase 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. 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, helping to maintain 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 including 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 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 Stands to Gain from Using Eyes Are the Story Products?

Eyes Are the Story is particularly beneficial for individuals who:

• Have been diagnosed with dry eye or blepharitis: especially in cases where conventional makeup has exacerbated symptoms.
• Wear contact lenses: and are experiencing discomfort, irritation, or sensitivity related to makeup application.
• Are recovering from surgical procedures: including LASIK, cataract surgery, or oculoplastic surgeries where the ocular surface is particularly vulnerable.
• Are receiving ongoing ocular surface treatment: anyone undergoing IPL, LLLT, or other dry eye therapies who wishes 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. Check out our article on makeup for sensitive eyes for further insights.

Creating a Harmonious Balance Between Beauty and Eye Health

One should never have to compromise their desired aesthetic for the benefit of their eye health. Eyes Are the Story is built on the belief that beauty and ocular wellness can coexist seamlessly, a conviction underpinned 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 best suit your eye health needs.