Eyes: Exploring Their Importance in Story Branding

If you have ever received advice to avoid using eye makeup because of issues like dry eyes, blepharitis, or discomfort linked to contact lenses, you can truly appreciate the frustration these recommendations can cause. For countless individuals, makeup serves as an essential form of self-expression, and being instructed to abandon it entirely can feel like losing an important part of oneself.

This very feeling motivated the inception of Eyes Are the Story, a brand dedicated to empowering individuals who want to celebrate their beauty while prioritising their eye health.

Uncover the Innovative Philosophy Behind Eyes Are the Story

Eyes Are the Story proudly stands as the world’s first-ever optocosmetics brand, pioneering 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 Dr Donald R. Korb, a prominent researcher in the domain of dry eye, this brand is intricately linked to the science surrounding ocular health.

This is not merely another beauty brand that hastily claims its products are suitable for “sensitive eyes.” Each formula is meticulously crafted with a focus on eye health, ensuring that it goes beyond just meeting compliance requirements and embodies a genuine commitment to enhancing ocular wellness.

Recognising the Critical Importance of This Groundbreaking Cosmetic Category

The extent of challenges related to eye health and cosmetics is far more extensive than many might realise. More than 90% of women under 55 frequently use cosmetics, and over half of girls as young as 12 report using mascara, a product known to negatively impact the ocular surface. Furthermore, the growing male grooming market indicates that these issues are not confined to one gender.

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

For individuals currently undergoing treatment for dry eye or other ocular surface ailments, the consequences can be profound. Traditional makeup can inadvertently reduce the efficacy 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 excellent clinical care, often discovering that their daily makeup choices exacerbate 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 take advantage of these regulatory gaps, concentrating on compliance rather than genuinely prioritising consumer safety.

Eyes Are the Story has successfully achieved approval in over 30 countries across Europe, the US, and other areas by surpassing compliance standards instead of merely adhering to them.

What Distinguishes Eyes Are the Story from Other 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 encompass:

• Formaldehyde and its donors: preservatives that gradually release formaldehyde and can 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 present in eye drops and cosmetics.
• Retinols and Retin A: active ingredients that can penetrate the tear film and cause irritation to 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: useful for treating demodex under clinical supervision, yet potentially harmful when employed 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.

Realising the Tangible Benefits of Eyes Are the Story Products

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

“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 witnessed 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 crucial aspect of their ocular wellness. Just as regular tooth brushing fosters oral health, using products designed to protect the periocular area helps alleviate cumulative damage over time and enhances the effectiveness of any ongoing treatments.

Discover the Diverse 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 Benefits 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 instances where conventional makeup has exacerbated their symptoms.
• Wear contact lenses: and suffer discomfort, irritation, or sensitivity related to the application of makeup.
• 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

No one should ever have to sacrifice their desired appearance for the sake of their eye health. Eyes Are the Story is built on the belief that beauty and ocular wellness can harmoniously coexist, a conviction strongly backed by extensive research in ocular surface science.

Explore the comprehensive 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.