Eyes: Their Significance Revealed in Story Branding

Have you ever been advised to avoid using eye makeup because of issues like dry eyes, blepharitis, or the discomfort that can arise from contact lenses? This can be incredibly frustrating for those who see makeup as an essential form of self-expression. Being told to abandon such a vital aspect of your identity can feel like losing a part of yourself. Makeup is more than just a cosmetic; it represents individuality and creativity.

This very frustration led to the inception of Eyes Are the Story, a forward-thinking brand committed to allowing individuals to celebrate their beauty without compromising on their eye health.

Uncover the Innovative Philosophy Behind Eyes Are the Story

Eyes Are the Story is recognised globally as the first-ever optocosmetics brand, pioneering a new 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 renowned researcher in dry eye conditions, this brand is thoroughly grounded in the scientific principles of ocular health.

This brand is not just another beauty company that hastily claims its products are suitable for “sensitive eyes.” Each formula is meticulously designed with a strong emphasis on eye health, demonstrating a genuine commitment to enhancing ocular wellness rather than merely fulfilling a regulatory requirement.

Recognising the Critical Demand for This Groundbreaking Cosmetic Category

The challenges related to eye health and cosmetic use are far more extensive than many people may realise. It is estimated that over 90% of women under 55 frequently use cosmetics, while more than half of girls as young as 12 report using mascara, a product that is known to have adverse effects on the ocular surface. Furthermore, the growing male grooming market indicates that these issues are not limited to one gender alone.

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

For individuals undergoing treatment for dry eye or other ocular surface disorders, the implications of using conventional makeup can be significant. Regular makeup can unintentionally hinder the effectiveness of leading therapies like Intense Pulsed Light (IPL) and Low-Level Light Therapy (LLLT) between treatment sessions. Many patients find themselves confused about why they continue to experience dry eyes despite receiving excellent clinical care, often discovering that their everyday makeup products contribute to their ongoing discomfort.

How Does Eyes Are the Story Guarantee Cosmetic Safety and Regulatory Compliance?

In the United States, merely 11 cosmetic ingredients are banned, while the European Union has restricted over 1,300. Numerous mainstream beauty brands take advantage of these regulatory discrepancies, focusing more on compliance than on genuine consumer safety.

Eyes Are the Story has successfully achieved approval in over 30 countries across Europe, the US, and other regions by exceeding compliance standards instead of simply meeting them.

What Distinguishes Eyes Are the Story from Other Cosmetic Brands?

This brand has made a conscious choice to avoid what it labels as the Top 10 Nasties: those ingredients most likely to damage the ocular surface. The harmful substances included in this list are:

• Formaldehyde and its donors: preservatives that gradually release formaldehyde, which can irritate the eye surface with prolonged use.
• Isopropyl cloprostenate: commonly found in lash growth mascaras, it is linked to undesirable changes in iris colour and darkening of the eyelids.
• Fragrance: one of the leading causes 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 ingredients that may penetrate the tear film and irritate the ocular surface.
• Parabens: known to disrupt the ocular microbiome with extended usage.
• Phenoxyethanol: a preservative that can lead to irritation and toxicity on the ocular surface.
• Salicylic acid: an exfoliant that should be avoided near the delicate periocular skin and tear film.
• Tea tree oil: while beneficial for treating demodex under professional supervision, it can be harmful when applied in cosmetics on a daily basis to the eyelids.
• Argireline: a peptide found in anti-aging products that may pose risks for the delicate tissues surrounding the eyes.

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

Experiencing the Tangible Benefits of Eyes Are the Story Products

For eye care professionals, this brand serves as an extension of their clinical care. Consultant ophthalmic and oculoplastic surgeon Dr Rachna Murthy states:

“Patients expect optimal surgical outcomes and minimal recovery time. With Eyes Are the Story, I can prepare patients for public appearances within days. I have also observed significant improvements in conditions like rosacea and sensitive eye issues even before commencing additional treatments.”

For patients, this innovative approach revolutionises daily beauty routines, making them an integral part of their ocular wellness. Just as regular tooth brushing is essential for oral health, using products specifically designed to protect the periocular area helps mitigate cumulative damage over time and enhances the effectiveness of any ongoing treatments.

Explore the Diverse Range of Products Offered by Eyes Are the Story

We are thrilled to introduce a selection of three essential products from the Eyes Are the Story range:

• 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 those with sensitive eyes.
• Eye Proof Facial Cleanser: a gentle gel cleanser that effectively removes eye makeup without stripping the delicate periocular skin. This cleanser serves 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, providing 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. Enjoy 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 received a diagnosis of dry eye or blepharitis: particularly in instances where conventional makeup has exacerbated their symptoms.
• Wear contact lenses: and endure discomfort, irritation, or sensitivity related to makeup application.
• Are in recovery from surgical procedures: including operations like LASIK, cataract surgery, or oculoplastic surgeries where the ocular surface is particularly vulnerable.
• Are undergoing ongoing treatments for ocular surface conditions: including individuals receiving IPL, LLLT, or other dry eye therapies who desire to maintain their treatment results between appointments.
• Experience reactive or sensitive eyes: that react adversely to common allergens like fragrance, preservatives, or other typical cosmetic ingredients. For more insights, refer to our article on makeup for sensitive eyes.

Achieving a Harmonious Balance Between Beauty and Eye Health

No one should have to compromise their preferred appearance in favour of their eye health. Eyes Are the Story is built on the principle that beauty and ocular wellness can coexist seamlessly, a belief firmly supported by extensive research in ocular surface science.

Discover the full range of Eyes Are the Story products available at Eyes By Design, or consult with our optometrists to determine which products are best suited to your eye health requirements.