Eyes: Unveiling Their Significance in Story Brand Spotlight

If you have ever been advised to steer clear of eye makeup due to concerns such as dry eyes, blepharitis, or discomfort linked to contact lenses, you can certainly relate to the frustration these recommendations can evoke. For many, makeup represents an essential form of self-expression and individuality. Being told to eliminate it entirely can feel like a significant loss of one’s identity and personal style.

This emotional response is the driving force behind the establishment of Eyes Are the Story, a brand dedicated to addressing these concerns.

Discover the Innovative Vision Behind Eyes Are the Story

Eyes Are the Story proudly stands as the world’s pioneering optocosmetics brand, creating a revolutionary category within the beauty industry. Founded by the visionary Amy Gallant Sullivan, who serves as the Executive Director and Co-Founder of the Tear Film and Ocular Surface Society (TFOS), this brand is deeply rooted in the science of ocular health. Amy is also the daughter of Dr Donald R. Korb, a highly respected researcher in the field of dry eye.

This brand is not just another cosmetic label that labels its products as suitable for “sensitive eyes” without adequate consideration. Each product formulation is meticulously developed with eye health as the foremost priority, rather than merely checking a compliance box during the development phase.

Understanding the Urgent Need for Innovative Cosmetics Addressing Eye Health

The extent of the issues surrounding eye health and cosmetics is more significant than many people realise. Research indicates that over 90% of women under the age of 55 regularly use cosmetics, while more than half of girls as young as 12 report using mascara, a product often known to negatively affect the ocular surface. Furthermore, the burgeoning male grooming market reflects that these concerns extend beyond a specific demographic.

The TFOS Lifestyle Report has corroborated what eye care professionals have long suspected: conventional cosmetic ingredients can be detrimental to meibomian glands, corneal, and conjunctival cells. These harmful substances can disrupt the ocular microbiome, worsen dry eye symptoms, and increase the likelihood of infections occurring.

For patients currently undergoing treatment for dry eye or ocular surface diseases, the repercussions can be severe. Traditional makeup products can inadvertently hinder the effectiveness of leading therapies such as Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between appointments. Many patients find themselves perplexed as to why they continue to experience dry eyes despite receiving excellent clinical care, often discovering that the daily products they apply contribute significantly to their ongoing discomfort.

How Does Eyes Are the Story Address Cosmetic Safety Regulations?

In the United States, only 11 cosmetic ingredients are prohibited, while the European Union has banned over 1,300. Many mainstream beauty products exploit these regulatory gaps, prioritising compliance over genuine safety.

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

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

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

• Formaldehyde and its donors: preservatives that gradually release formaldehyde and irritate the eye surface with continuous exposure.
• Isopropyl cloprostenate: commonly found in lash growth mascaras, associated with 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, frequently found in eye drops and cosmetics.
• Retinols and Retin A: active components that can penetrate the tear film, causing irritation to the ocular surface.
• Parabens: linked to disruptions in the ocular microbiome with prolonged use.
• Phenoxyethanol: a preservative that can 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 for treating demodex under clinical supervision but harmful when included in cosmetics applied daily to the eyelids.
• Argireline: a peptide found in anti-aging products that can pose risks to the delicate tissues surrounding the eyes.

Every formula produced by Eyes Are the Story is completely free from all ten of these harmful ingredients.

Exploring 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 highlights:

“Patients expect 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 initiating additional treatments.”

For patients, this innovative approach transforms ordinary beauty routines into a vital component of ocular wellness. Just as regular tooth brushing fosters oral health, using products designed to protect the periocular area mitigates cumulative damage over time and enhances the effectiveness of ongoing treatments.

Explore the Comprehensive Range of Products Offered by Eyes By Design

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 designed to avoid flaking 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 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 crafted 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 commonly 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 use on-the-go.

Who Can Gain from the Benefits of Eyes Are the Story Products?

Eyes Are the Story is particularly beneficial for individuals who:

• Have received a diagnosis of dry eye or blepharitis: especially when standard makeup has exacerbated their symptoms.
• Wear contact lenses: and are experiencing discomfort, irritation, or sensitivity related to the application of makeup.
• Are in recovery from ocular surgery: including procedures such as LASIK, cataract surgery, or oculoplastic surgeries, where the ocular surface is especially vulnerable.
• Are undergoing ongoing ocular surface treatment: anyone receiving 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.

Fostering a Synergistic Relationship Between Beauty and Eye Health

No one should have to compromise their desired appearance for the sake of maintaining eye health. Eyes Are the Story is founded on the belief that beauty and ocular wellness can coexist harmoniously, a principle 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 to your eye health needs.